ECM Briefs

There is no doubt about it – the popularity of video and rich media is off the charts and marketing departments are doing their best to leverage the latest trends without wreaking havoc on their internal storage and IT systems. But it hasn’t been easy. Marketers are finding that it’s almost impossible to find suitable methods of managing it all. Hard drives and shared folders won’t do the trick anymore – modern marketers need scalable solutions for securely maintaining rich media content and managing creative workflows for editing and distributing digital media files.

Enter Marketing Asset Management (MAM). According to a new report: The Forrester Wave™: Marketing Asset Management, Q1 2008 published in January 2008, MAM is similar to digital asset management, but MAM:

• Focuses on the assets marketers use
• Flexes to how marketing works; and
• Integrates easily with other marketing technologies

Yesterday, we announced that Open Text’s Artesia Digital Asset Management (DAM) solution has been cited as the standalone leader in The Forrester Wave™: Marketing Asset Management report.

Forrester evaluated five of the leading MAM vendors across 72 criteria and Artesia DAM was the only product to emerge as a leader. As noted in the press release, “Open Text’s Artesia DAM established early MAM leadership thanks to its enterprise capabilities and marketing data management focus.”

Open Text approaches the MAM opportunity by leading with its enterprise-class DAM and complementing it with capabilities available in the broader Open Text ECM portfolio. This approach helps us offer marketing departments a solution expressly-built for their most fundamental requirements of managing brand assets, while helping to ensure that their solution can be part of an overall, integrated ECM strategy.

With a new MAM system in place, marketers should have a bit more breathing room so they can worry less about how they’re going to manage their next big marketing campaign.

Get the full research report here.