Gartner expects DAM explosion in coming years

Gartner released a report this week predicting explosive growth in digital asset management (DAM) tools in 2009 and beyond. The growth will be fueled by the increased use of video in the enterprise. In fact, the report predicts that by 2013 as much as 25 percent of content users see in a day will not be text documents, but audio, video or images.

The video will come from a variety of sources, including customers who submit videos to their company website. Whit Andrews, vice president and distinguished analyst at Gartner, says that if companies don't provide video services, they risk alienating customers looking for such interactions. Not coincidentally, Gartner surveyed 800 companies last summer and found that managing multimedia content, video, audio and images, "is the fastest-growing segment of the content management market, with just 44 percent of enterprises having such products today but 22 percent intending to install it in 2009."

As this type of content explodes inside organizations, it requires specialized content management found in a DAM. Andrews says the DAM can help solve a number of problems such as incorporating video into documents. Regardless, if these numbers prove to be correct, then your company needs to be thinking about digital asset management moving forward to help manage and use this type of content more efficiently.

For more information:
- see the press release

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