In April 2023, marketing data stack expert, Lee Hammond, stated that “We’re entering a new era of MarTech, a composable era. […] Composability provides an agile and iterative approach to MarTech by connecting existing systems and teams.”
As we’ve written previously, this evolution is driven by the emergence of enterprise digital asset management (DAM) software, which acts as the critical infrastructure layer enabling omnichannel marketing, asset transformation, and targeted distribution.
This “Enterprise DAM Era,” as we call it, will bring unprecedented levels of automation, configurability, and simplicity to the DAM management and content production processes. This has significant implications for IT professionals within the companies that adopt an Enterprise cloud-based DAM.
The IT Benefits of the Enterprise DAM Era
Enterprise DAM is made possible by MACH architecture (Microservices, API-first, Composable, Headless). This approach to DAM software — and MarTech in general — has a wide range of benefits for IT.
Ease of IT management
In earlier DAM systems, infrastructure was siloed and monolithic. This created too many applications for IT to manage in terms of passwords, servers, access controls, configurations, etc.
With Enterprise DAM software, all your core infrastructure is operating out of the same port. This makes it easy to use a single SSO and identity provider across the organization. In addition, this drastically reduces the number of servers that require management.
Non-technical staff can do more on their own
The headless nature of Enterprise DAMs decouples Creative and UX from the back end. These platforms offer low-code, no-code, and web-based to accomplish tasks that previously required assistance from development and IT.
This means that customers and non-technical users with no coding knowledge can customize and configure elements on their own.
Now, your internal teams can configure their DAM tools and workspaces with intuitive drag-and-drop module selection — instead of asking devs to configure workspaces in the code.
Marketing and content teams can also create content tailored for different devices, channels, and audiences on their own. The Create Once, Deliver Everywhere nature of Enterprise DAMs unlocks the ability for anyone to compose content for different channels without the need to build new application stacks.
Bottom line, giving non-technical users the ability to do more on their own means less tickets to IT and development personnel.
Fewer tickets = more time to focus on value-adding tasks
Without a constant influx of tickets from less technical teams, your IT and dev teams can now focus their time on bigger fish. This can include:
If you’re interested in learning more about the Third Wave of DAM software and how this next generation of digital asset management technology can lighten the load on your IT teams, you can view these additional resources.