2021年内容和资产管理前景.pptxVIP

Building better experiences;Contents;Foreword;;;;;;;;;;;;;3.4 Challenges in the experience supply chain; Pain points in the experience process;;;;;;;4.5 The evolution of DAM: content and asset hubs DAM solutions have been with us for many years and have evolved to align with either cross-organisational requirements or channel needs. It’s fair to say that an organisation’s DAM rarely meets the needs of everyone, and we see evidence of this throughout this report. In the past few years, some DAM products have emerged in the middle of this space that offer strong taxonomy capabilities, treat text content and assets as peers, and are capable of building robust relationships between a variety of asset types. These content and asset hubs offer good support for downstream integrations and preparing assets for a broad range of distribution scenarios.;;;;5.2 Bringing the outside in Beyond internal stakeholders, there’s a growing need for businesses to collaborate efficiently with third parties when it comes to building experiences. Our data reveals that the ability to furnish content to distributors, wholesalers or marketplaces is seen as an advantage by more than half of respondents. Over half also say they would like their agencies to be more involved in their content workflows. Yet only 35% of decision-makers say that their agencies play a role in their content and asset management workflows, and a third of respondents confess that third-party suppliers currently struggle to input content into their current DAM system. According to James Squires, lead consultant at Wunderman Thompson Technology, headless content models can help businesses collaborate on experience building by syndicating content. But, says Squires, it will require them to “move away from the legacy approach of authoring content within web pages, creating distinct content fragments that third parties can then retrieve and include in their own digital experiences.”;5.3 Enablement as a s