We’re seeing a lot of debate in the industry whether organisations should acquire a system for PIM or DAM. Some people argue that a PIM can replace the DAM-tool or vice versa and that you don't need both tools in your organisation. Even though this might be true in some special cases, these people probably lack the deeper knowledge of what a DAM-tool does. In this post we will give you an explanation of why a PIM can't replace a DAM.
Product information management (PIM)
“PIM refers to processes and technologies focused on centrally managing information about products. A central set of product data can be used to feed consistent, accurate and up-to-date information to multiple output media such as web sites, print catalogs, ERP systems, and electronic data feeds to trading partners. PIM systems generally need to support multiple geographic locations, multi-lingual data, and maintenance and modification of product information within a centralized catalog to provide consistently accurate information to multiple channels in a cost-effective manner.” (source: Wikipedia)
So by definition a PIM will manage all assets related to a product like pack shots, action photos or certain campaign assets. But what about all the other assets within an organisation?
Efficient communication throughout the entire organization
A DAM focuses on all digital assets within the organization. Therefore a DAM-system is a wider solution that solves both your need for efficient asset and information management. Just consider the range of files that the whole organization are working with:
- Images, product images
- Logos, Icons and Fonts
- Document and Presentation templates
- Printables, Brochures and Roll-Ups
- Banners and Ads
- Leaflets, Signs and Showcases
- Videos and Commercials
- Information and training videos
- Historical and archived assets
- Photos of events and staff
- Corporate communication
- Press material
- Brand guidelines
- Screen shots
If a PIM would be able to replace a DAM then it must be able to manage these assets. But how would you go about managing this - would you tell your colleague who’s looking for a font or Press material to find it in your PIM?
DAM has a more holistic approach to storing your brand’s assets
The fact that DAM is connected to the entire brand also means that it can be used by the entire organisation and your partners, such as the communications department, marketing and/or brand managers (in order to deliver press material), retailers, sales personnel as well as product owners. Not only would DAM be used to manage all your digital assets and their information, but would also be used to increase the speed of communications and reduce the different systems used throughout the entire organisation.
Measuring the impact of your assets
Measuring your impact is everything these days, in order to prove your ROI. A sophisticated DAM can keep track on the statistics for your assets and the market’s usage. It should also make sure to embed user and asset rights, in order to make sure the right person is using the right assets in the right channel.
In conclusion, when considering a PIM or DAM, make sure you map out the need for not only managing your products, but for the good of the entire brand. Chances are a DAM will help you in more ways than just managing your product information. Of course, no system holds perfect features that will solve your every need.
At QBank, we know that PIM is no replacement for a DAM. However, we would recommend investing in both. Let PIM manage your product information, but have DAM manage all of your assets.
Also, make sure it is possible to integrate the tools to ensure a smooth workflow between your investments now and in the future. The chances are that you will communicate even more with photos and videos in the future and that your digital assets need a proper tool to be managed in.
If you want to know more about tagging your assets with information, have a look at our tutorial:
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