In principle, any DAM (often also referred to as MAM, or media asset management) system, including those integrated into a PIM, can be used to capture, categorise and tag images, documents, videos, etc. for subsequent publication and distribution.
However, the way in which images, documents, videos, etc. are captured, categorised and tagged in the systems varies greatly. While combined PIM/DAM systems are usually powerful expert systems designed for key users, whose content is primarily published automatically and with high performance, dedicated DAM systems are optimised for a wide variety of media users. This makes the latter suitable for occasional users, i.e. people who only search for an image from time to time to insert it into occasional publications such as sales presentations or trade fair flyers.
Another important aspect is the question of which media are managed. If the media are predominantly product-oriented, this argues in favour of primary management in the DAM module of the PIM system. These media can then be made available to occasional users via a media portal, the website or the intranet. If, on the other hand, many other media besides product-oriented media are to be managed, dedicated DAM systems come to the fore again. The product-oriented assets would therefore be managed like all other assets in the DAM system – and the PIM system would draw on this.
Dedicated DAM systems are therefore always a good choice when the focus is on distributing media in many forms, formats, sizes, colours and resolutions to many different users. If, on the other hand, the focus is on product-oriented media and their automated publication in print, online and other channels, a combined PIM/DAM system is usually the better choice.
What are the archetypal integration options for PIM and DAM?
Our customers have the following archetypal integration scenarios for PIM and DAM
- DAM leading for all assets and regular bidirectional synchronisation with PIM
- PIM leading for product images/product drawings and DAM for all others, fusion and distribution of assets in DAM
Ad 1) Full integration
In this scenario, all assets are primarily maintained, categorised and tagged in the DAM. PIM-relevant assets are marked and regularly synchronised with the PIM via the API and linked to products and product groups in the PIM. The product relationships are written back to the DAM. The actual assets remain accessible via a URL in the DAM and "only" the metadata record, including the URL and possibly a thumbnail, is synchronised with the PIM. When exporting from the PIM, the DAM is triggered and the corresponding image is exported in the appropriate resolution (e.g. print). For online use, only the masked URL is exported and the asset is accessed directly from the DAM.
Ad 2) Merger
In this scenario, the product-related assets (product images, operating instructions, assembly instructions, product drawings, etc.) are maintained in the PIM and then regularly (all new entries and changes) transferred to the DAM after approval, including status. Both the metadata and the original asset are transferred. The merger and distribution of all assets then takes place via the DAM. The product-relevant channels/publications can be supplied from both the PIM and the DAM.
We have already implemented both scenarios several times, e.g. with viamedici EPIM and Picturepark.
As is so often the case, the challenge lies in the specific circumstances of the user company. That's why we would be happy to discuss your requirements with you. Benefit from our experience gained from over 100 successful projects with PIM/DAM or PIM and DAM.
