A DAM system or a PIM+DAM?

What exactly is a DAM system?

DAM stands for Digital Asset Management. A DAM system helps you store, manage and distribute digital files centrally. Think of product photos, videos, manuals, logos, certificates or atmospheric images. Whereas in many organisations these media are scattered across network drives, e-mails or tools like WeTransfer, a DAM system provides one central source of truth.

But a DAM is more than storage. It also supports in streamlining your content workflow. Who adds files? Who approves them? And in what format can they be forwarded to the webshop, print or partners? A well-designed DAM system gives grip and structure to these processes.

And what does a PIM system do?

A PIM system focuses on managing product information. Think specifications, features, dimensions, colour, price and marketing texts. It ensures that all that information is managed in one place and then published flawlessly to all sales channels.

Some PIM systems offer basic DAM functionality. They allow you to link media to products, enrich them with metadata and sometimes already provide different resolutions. For organisations with an uncluttered product range or limited media needs, this may be enough.

When is a separate DAM system necessary?

As long as you only link simple media to products, such as a packshot per article, you can often manage with PIM alone. But as soon as your media needs become more complex, you run into limitations. You will recognise the need for a DAM system if you:

• Work with large volumes of media in multiple formats and languages
• Need to give access to different departments or external agencies
• Make regular adjustments to existing footage
• Need to work with digital rights or embargoes
• Want consistent use of media across all channels

Think of branches such as fashion, home & living or industry with a lot of customisation, where product photos are used in multiple contexts (such as lifestyle and detail). A DAM then helps keep a grip on which image appears where, in which format, and with which rights.

How do PIM and DAM reinforce each other?

The combination of PIM and DAM offers the best of both worlds. You link rich media directly to the right product information. By doing so, you optimise both your content management and the product experience. Advantages of a combined PIM+DAM solution:

• One source for all product information and media
  No separate systems, no duplication. Everything in one place and always up to date.
• Fast and consistent publication
  From PIM+DAM, you send information automatically to all channels: webshop, CMS, print or marketplace.
• Better management of variants and language versions
  Use smart metadata to show the right image for the right product variant or language, for example.
• Improved collaboration
  Marketing, e-commerce and procurement all work with the same tools and content.
• Better customer experience
  Consistent, rich product presentations increase trust and conversion.

When do you choose an integrated or linked solution?

There are PIM systems with built-in DAM module. This can be useful if you prefer to keep management in one interface. In that case, though, pay attention to whether the DAM capabilities are sufficient for your media needs.

For intensive media use, a separate DAM with integration to your PIM is often the better choice. This way, you benefit from the best of both systems, without compromising on functionality.

To use or not to use DAM alongside your PIM?

Do you mainly use simple packshots or mood images that do not change much? Then PIM with basic DAM functions is often sufficient. But if imagery is an important part of your product experience - and you work with multiple channels, languages or teams - then a separate DAM system is a smart addition.

Especially if you want to be futureproof and take the quality of your product presentation to the next level.