From DAM to MAD

The consumer appetite for more consistent, cohesive and relevant experiences is rapidly evolving and rich media capabilities need to follow suit.

Firms should stop thinking of DAM (digital asset management) as a repository for certain types of content. Instead, aim for a system — which you might call MAD, for marketing assets on demand — that can pull together content and assets from multiple sources in order to orchestrate the integrated, omnichannel experiences buyers now seek.

Included in this report:

• 3 pitfalls caused by inconsistent experiences
• 4 ways a “MAD” system can support superior experiences
• Major reasons to rethink DAM and think MAD