Gartner Research

When to Consider Digital Asset Management, Marketing Resource Management and Web Content Management

Published: 08 May 2014

ID: G00263461

Analyst(s): Kimberly Collins, Mick MacComascaigh, Whit Andrews

Summary

With increased technology investments in marketing, CIOs and IT leaders for business applications are questioning the overlap and redundancies between areas like DAM, MRM and WCM. We discuss the strengths and weaknesses of each, and when to consider the various options.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Invest in DAM Solutions If Your Focus Is on a Cross-Enterprise Digital Asset Repository
  • Invest in MRM Solutions If Your Focus Is on Marketing Planning, Budgeting, Creative Production, Asset Management and Fulfillment
  • Invest in WCM to Manage Content and Drive Contextualized Interactions Across Digital Channels
  • Consider Best-of-Breed Solutions for DAM, MRM and WCM to Fulfill the Needs of the Enterprise, Marketing and E-Commerce If Required
  • Integrate DAM and MRM With WCM to Manage the Brand and Understand Web Marketing Content Effectiveness

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