Sometimes there is a lack of clarity about the difference between a PIM and a DAM system. Hence a blog about PIM vs. DAM, which not only discusses the differences, but also clarifies how the systems complement each other and are so relevant for brands, retailers and wholesalers in the current era of digital collaboration and the creation of content for the customer journey.
A PIM system is mainly product oriented and supports wholesalers and retailers by managing all product information, such as product features, specifications and accompanying images in one place. Product Information Management systems are thus ideal for product managers who need to collect and manage product information within the organization. Such systems save a lot of time and help prevent errors. Collecting all product information is a challenge without a PIM system. How do you keep an overview of this information if it is stored in a large number of different systems?
Many organizations get lost in this area in the various software packages, databases and Excel sheets they use. When you have managed all this information centrally in a PIM system, you will be able to publish your texts and images more quickly on your website, e-commerce platform or in a catalog. '
In addition to this static product content, you want to inspire consumers with storytelling, beautiful design and atmospheric images. “To be able to sell products, online or in a brochure, you need attractive content. These are appealing stories, sometimes published in multilingual, in combination with beautiful design and images. This requires creative processes. A DAM system helps you create and manage the content, up to and including approving the final versions. In DAM, you work towards enticing content for your customer journey ”, says Ronald Leusink, partner at Graphit. “And that in a uniform way. So that consumers have a uniform experience on all channels. ”
You create this content with Adobe InDesign and Adobe Photoshop. This is where the DAM system comes into play. In it you manage all visual content for all your marketing communications and channels. The system completely streamlines this content creation and publishing process. In the step towards commercial presentation of your products and stories, you use both the product information from your PIM system and the visuals and storytelling from your DAM. The DAM system offers workflow support for all stakeholders in the creation processes: from photographers and copywriters to designers.
The differences between PIM and DAM
|Product information (text)||v|
|Background information (brand, year, collection)||v|
|Channel product image and renditions (jpg, eps, tiff, png)||v|
|Product image (reference image)||v||v|
|Marketing and brand assets (logo, location, presentation ppt / key)||v|
|Product assets (video, slide deck, designs)||v|
|Automatic process and delivery of images to website and e-commerce channels||v|
|Roll based / function related||v|
|Image manipulation / photoshop workflow||v|
|Plugins / API for images||v|
|Adjusting / (re) sizing files||v|
|Share and send assets: images and designs||v|
When does a DAM system become urgent?
Smaller organizations may just be able to get by with just a PIM system. They use it as the basis for their product content on their website. But after that the possibilities quickly stop. “If you want to publish content on different channels - print and online - then creative processes are involved. A DAM system facilitates those processes. Preparing a campaign under embargo and preparing it for publication, for example, goes perfectly. ”
This is not a randomly chosen example. Launching new marketing campaigns is becoming more important at a time when the customer journey is largely digital. A time, moreover, when we often work from home and the focus is on digital collaboration. "With these developments in mind, you arrive at a DAM system as a supplement to PIM."
How the systems complement each other
You prefer to integrate the two systems in a way that enriches the raw ERP material in the PIM system. And the storytelling, design and images for each publication channel are managed in the DAM system: from product presentation and website to brochure or app.
The ownership of PIM lies primarily with product management and IT, while the ownership of DAM lies primarily with marketing. Of course you want them to use each other's content. PIM is “the single version of the truth” for product information. The DAM system “the single version of the truth” for all visual storytelling information. With an integrated PIM-DAM environment you are able to use the combination of storytelling content and product content at any time for any publication channel: web, app, social, print. DAM automatically ensures the correct version and resolution that is suitable for the channel in question.
With the integration you prevent content teams from doing double work. Without the integration, you have to constantly ask yourself whether you are using the most recent image and text - important for brand consistency. In such a situation, it is not surprising that marketers spend an average of 300 hours per year searching for digital files. You would rather spend that time usefully.
With full integration - which Graphit absolutely propagates - you have one central place with the correct versions of all your content and you can be sure that you use all your assets. In this way DAM ensures peace, structure, efficient working and unambiguity of your brands. From such a system, marketing and sales can work together to create the best customer experience that determines sales results.
An important conclusion: you can only automate the steps in the workflow of content creation and publication if work processes do not cross each other. And that requires an integration of processes. After all, you don't want a team lead to have to manually convert an image to a format that fits the publication channel. DAM does all that automatically!
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