In which areas of the company are DAM systems frequently used?

by Veronika Altenbach

18. March 2024 6 minutes
In welchen Unternehmensbereichen kommen DAM Systeme haufig zum Einsatz

The amount of digital data that companies create, store and manage on a daily basis has increased exponentially in recent years due to how, where and how often we consume media.

Companies can target potential customers at any point along their customer journey, virtually around the clock, through various communication channels. This is why the management of digital content via a digital asset management system is used in various areas of the company to increase efficiency and productivity in content management. However, there are specific areas that are particularly in focus.

Typical areas of application for DAM systems


Marketing and communications departments use DAM (Digital Asset Management) to efficiently manage and distribute marketing materials such as logos, images, videos and graphics. The ability to access content quickly and easily simplifies the creation of customized marketing campaigns and ensures brand consistency. This not only increases the efficiency and productivity of the teams, but also the effectiveness of the advertising, as content can be played out more quickly at the right time via the appropriate channels. Such a system can also act as an interface between the company and external agencies, facilitating coordination processes and the exchange of up-to-date files.

A DAM system is also used to manage usage rights for all content. It ensures that marketing teams, among others, only access materials that are protected by copyright. This ensures compliance and proof of intended use.


DAM systems provide an ideal platform for storing and managing IT resources such as software components, documentation and image material, as well as for centralizing data to avoid the creation of unnecessary data silos within a company. Its powerful search function makes it easier for IT staff to find and access IT assets quickly. Access controls also ensure restricted access to sensitive information, which further increases data security.


A digital asset management system keeps the sales department constantly up to date with the latest and most relevant sales documents such as product presentations, brochures, or case studies. These documents are stored centrally and are available at all times. Thanks to the full-text search and faceted filter options by product type, industry and language, the sales team can respond to customers in a more targeted manner and access the documents they need more quickly. Immediate access to these materials leads to shorter sales cycles, while the personalized approach increases customer satisfaction, which ultimately has a positive impact on the closing rate.

In e-commerce, DAM systems are usually used in combination with product information management (PIM) systems to manage multimedia content and present it in online stores. The DAM ensures the provision of product images, videos, fact sheets etc., while product information such as product descriptions, technical data, availability, and prices are maintained and made available in the PIM. The DAM and PIM integration not only prevents the redundant storage of product information, but also increases data quality and consistency by ensuring that the correct image or other sales-promoting materials are correctly assigned to the respective product.

Product development

In product development, DAM systems are used to store and organize product documentation, CAD drawings, technical specifications, 3D models, parts lists and other technical information. These systems can be seamlessly integrated into other applications in the existing system landscape, such as CAD software. Thanks to the version control integrated into the DAM system, changes to documents are recorded, creating a complete change history and allowing older versions to be accessed if required. The additional advantage of automating approval processes and enabling collaborative work on documents simplifies collaboration within product development teams enormously, which contributes to improved cooperation and an accelerated market launch of new products.

Customer service

A DAM system enables centralized information such as FAQs, product manuals and other support materials to be made available to customers in one place. With the integration of media integration systems, for example brix:anura, such information – such as product instructions or videos – can be made available directly and in real time on the company's website. This enables customers to find solutions themselves without having to contact customer service. Effective implementation can significantly reduce the burden on support, save costs and save customers the wait.


Overall, it can be said that digital asset management (DAM) systems offer many benefits not only in the marketing department, but also in other areas of the company. They help to increase efficiency and effectiveness and therefore improve the entire way the company works. It is therefore worth exploring and utilizing the possibilities of DAM systems in other departments as well.

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