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1857184

買家指南：數位資產管理平台，2025 年

Buyer's Guide: Digital Asset Management Platforms, 2025

出版日期: 2025年09月17日 | 出版商:

Frost & Sullivan | 英文 28 Pages | 商品交期: 最快1-2個工作天內

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簡介目錄

數位資產管理是內容管理的未來

本指南為企業買家提供了一個策略性和實用性的數位資產管理 (DAM) 平台選擇框架。隨著企業創建和分發的富媒體內容比以往任何時候都多，DAM 系統對於管理這些資產和加速行銷營運至關重要。一個部署完善的 DAM 系統能夠將分散的內容轉化為共用的故事，從而釋放業務價值，改善團隊協作，並確保所有管道提供一致的品牌體驗。簡而言之，DAM 平台可以幫助企業快速啟動宣傳活動、重複使用和個人化內容，並保護品牌資產。

數位資產管理 (DAM) 市場正經歷快速成長。弗若斯特沙利文公司預測，DAM 平台市場規模將在 2024 年達到 31.5 億美元，並在 2024 年至 2031 年間保持至少 17% 的複合年成長率。這一成長動能主要得益於廣泛的數位轉型、內容行銷需求的爆炸性成長以及對個人化全通路客戶體驗的追求。企業紛紛投資 DAM，以因應海量數位內容，並在客戶參與方面獲得競爭優勢。如果沒有現代化的 DAM 系統，企業將浪費大量時間搜尋和重新創建資產，從而拖慢宣傳活動，並面臨商機的風險。成功的企業深知，內容是其成長引擎，而擴充性的DAM 平台則是支撐其發展的基石。

本指南將幫助買家：

1. 了解數位資產管理 (DAM) 的現狀，包括當前市場趨勢、成長促進因素和限制因素，這些因素將影響 2025 年及以後 DAM 的應用。了解為什麼 DAM 對業務敏捷性和行銷投資報酬率比以往任何時候都更重要。

2. 對平台進行策略性評估－制定清晰的標準和清單，涵蓋可用性、管治、可擴展性、互通性、整體擁有成本、靈活性和特定產業需求。本指南將重點介紹架構（API優先、雲端原生與單體架構）和整合能力（與CMS、PIM、創新套件的整合）方面的考量因素，從而引導您未來的選擇。

3. 實現業務價值－了解數位資產管理 (DAM) 如何提升效率和投資報酬率。我們將向您展示 DAM 如何透過簡化工作流程和協作來加快產品上市速度，透過節省搜尋和處理資產的時間來提高生產力，增強品牌一致性，並大規模地實現個人化客戶體驗。

您將獲得：閱讀完本指南後，您將了解為什麼 DAM 平台是企業內容管理的未來，並掌握做出符合組織目標的明智購買決策所需的洞察力和工具。

三大策略要務對數位資產管理平台產業的影響

顛覆性技術

原因

人工智慧 (AI)、自動化和智慧搜尋的快速發展正在變革數位資產管理。新技術能夠自動完成以往需要手動完成的任務，例如資產標記、內容變體生成和品牌合規性確保，從而在節省團隊時間的同時提高準確性。這些工具還能實現更智慧的搜尋功能和更個人化的內容傳送。

弗羅斯特的觀點

在評估數位資產管理 (DAM) 平台時，應優先考慮那些在內容生命週期的各個階段融入人工智慧的平台。最具前瞻性的解決方案不僅限於存儲，更可作為智慧內容中心，幫助團隊管理複雜性、加快工作流程並提高營運效率。

創新經營模式

原因

傳統的數位資產管理 (DAM) 系統結構僵化，維護成本高。如今，頂尖的解決方案採用靈活、模組化、雲端原生架構，能夠更好地契合您的業務運作方式。這些平台可根據您的需求進行擴展，輕鬆連接行銷和商務系統，並透過混合或 SaaS 交付模式為全球團隊提供支援。

弗羅斯特的觀點

尋找一家能夠提供彈性價格設定模式、可組合架構（允許您僅啟動所需功能）以及與現有技術堆疊無縫整合的數位資產管理 (DAM) 供應商。無需進行重大改造即可適應不斷變化的業務需求的能力，對於維持系統的韌性和永續性至關重要。

壓縮客戶價值鏈

原因

創建和交付數位內容需要許多步驟、工具和交接，這往往會導致延誤、資訊孤島和溝通不良。現代數位資產管理 (DAM) 平台透過將創新、行銷和產品團隊整合到一個統一的工作空間中，有效解決了這個難題。結果是產品上市速度更快、錯誤更少，跨部門合作也更有效率。

弗羅斯特的觀點

選擇一個能夠簡化內容工作流程的數位資產管理 (DAM) 平台。尋找介面直覺、支援低程式碼自動化功能，並能與內容創作、產品數據和發布工具原生整合的平台。 DAM 平台越能成為整個內容價值鏈的中心樞紐，您的團隊工作效率就越高，投資報酬率也就越高。

成長限制因素

與現有系統整合的複雜性：與舊有系統的整合仍然是一項重大挑戰，複雜的技術堆疊和資料孤島阻礙並減緩了 DAM 的無縫採用。
實施成本和時間高：企業級 DAM 解決方案的前期成本很高，包括實施和培訓費用，這限制了中小企業採用這些解決方案。
變更管理與使用者採納挑戰：變更管理不善和使用者訓練不足往往導致 DAM 平台部署後採納率低且使用率不足。
安全和資料管治問題：安全和人工智慧管治問題導致人們對雲端數位資產管理平台和自動化功能猶豫不決，尤其是在受監管的行業。
投資報酬率不明確，影響難以衡量：許多公司難以量化數位資產管理的投資報酬率，導致預算核准複雜化，並削弱了相關人員的支持。
市場混亂和解決方案誤解：數位資產管理 (DAM) 和其他文件儲存工具之間的混淆造成了市場摩擦，因為買家錯誤地識別了自己的需求，或者由於誤解而延遲採用。

成長促進因素

數位內容的數量和複雜性呈爆炸性成長
全通路行銷與個人化需求
人工智慧和自動化技術的進步
雲端採用和SaaS可訪問性
遠端協作和分散式勞動力的必要性
管治、安全和合規優先事項

買家指南亮點
成長促進因素
成長促進因素分析
成長抑制因素
成長抑制因素因素分析
買家主要觀察
關鍵買家洞察：可用性和使用者體驗
關鍵買家洞察：管治、安全與合規性
買家主要考慮因素：擴充性
關鍵買家洞察：互通性和整合
關鍵買家洞察：總擁有成本 (TCO)
關鍵買家洞察：靈活性和客製化
買方主要考慮因素：產業契合度和專業知識
投資報酬率和價值論證
部署模型
產業應用案例：媒體與娛樂
產業應用案例：零售與電子商務
產業應用案例：製造業與汽車業
產業應用案例：醫療保健與製藥
競爭格局
接下來該做什麼？成功選擇合適的數位資產管理系統的 7 個步驟

成長機會領域

成長機會 1：大規模實現超個人化
成長機會二：建構具有韌性與面向未來的內容生態系統
成長機會 3：利用內容智慧建立新的收益源
成長機會 4：建立品牌和合規性的單一資訊來源

附錄與後續步驟

成長機會帶來的益處和影響
下一步
附件清單
免責聲明

簡介目錄

Product Code: KBF6-70

Digital Asset Management is Pioneering the Future of Content Management

This guide equips business buyers with a strategic, practical framework for selecting a digital asset management (DAM) platform. As organizations produce and deploy more rich media content than ever, a DAM system has become mission-critical for managing these assets and accelerating marketing operations. It's not just about storing files-a well-implemented DAM unlocks business value by turning scattered content into shareable stories, improving team collaboration, and ensuring consistent on-brand experiences across all channels. In short, a DAM platform helps companies launch campaigns faster, reuse and personalize content at scale, and protect their brand assets.

The DAM market is experiencing rapid growth. Frost & Sullivan estimated that the DAM platforms market earned $3.15 billion in 2024 and expects a compound annual growth rate of at least 17% from 2024 to 2031-a direct reflection of the criticality of managing digital assets. This momentum is fueled by widespread digital transformation, exploding content marketing needs, and a push for personalized, omnichannel customer experiences. Businesses are investing in DAM to cope with the deluge of digital content and to gain a competitive edge in engaging customers. Not adopting a modern DAM comes at a cost: teams waste time searching for or recreating assets, slowing campaign velocity and risking revenue opportunities. Successful organizations recognize that content is a growth engine, and a scalable DAM platform is the backbone to power it.

This guide will help buyers:

1. Understand the DAM Landscape-including current market trends, growth drivers, and restraints shaping DAM adoption in 2025 and beyond. You'll learn why DAM has never been more important for business agility and marketing ROI.

2. Evaluate Platforms Strategically-with clear criteria and checklists covering usability, governance, scalability, interoperability, total cost of ownership, flexibility, and industry-specific needs. The guide highlights what to look for in architecture (API-first, cloud-native vs. monolithic) and integration capabilities (with CMS, PIM, creative suites) to future-proof your choice.

3. Realize Business Value-by seeing how DAM drives efficiency and ROI. We show how a DAM can reduce time-to-market (by streamlining workflows and collaboration), increase productivity (by saving hours spent searching/handling assets), improve brand consistency, and enable personalized customer experiences at scale.

What You Will Get: By the end of this guide, you will understand why a DAM platform is pioneering the future of content management for businesses, and you will be equipped with the insights and tools to make an informed purchasing decision that aligns with your organization's goals.

The Impact of the Top 3 Strategic Imperatives on the DAM Platforms Industry

Disruptive Technologies

Why

Rapid advancements in artificial intelligence (AI), automation, and intelligent search are transforming digital asset management. New technologies now automate tasks that once required manual effort-such as tagging assets, generating content variations, or ensuring brand compliance-saving teams time while improving accuracy. These tools also enable smarter search capabilities and more personalized content delivery.

Frost Perspective

When evaluating DAM platforms, prioritize those that embed AI throughout the content lifecycle-not just for novelty, but for meaningful automation, compliance, and search enhancements. The most future-ready solutions will go beyond storage, acting as intelligent content hubs that help teams manage complexity, accelerate workflows, and operate efficiently.

Innovative Business Models

Why

Traditional DAM systems were rigid and costly to maintain. Today's top solutions offer flexible, modular, and cloud-native architectures that better align with how businesses actually work. These platforms can scale with your needs, connect easily with marketing and commerce systems, and support global teams through hybrid or SaaS-based delivery models.

Frost Perspective

Look for DAM providers that offer flexible pricing models, composable architectures (so you can activate only the capabilities you need), and seamless integrations with your existing tech stacks. The ability to adapt to evolving business requirements-without requiring a major overhaul-will be essential for resilience and sustainability.

Customer Value Chain Compression

Why

Digital content creation and delivery often involve too many steps, tools, and handoffs-causing delays, silos, and miscommunication. Modern DAM platforms are solving this challenge by bringing together creative, marketing, and product teams within a unified workspace. The result: faster time to market, fewer errors, and better collaboration across functions.

Frost Perspective

Choose DAM platforms that reduce complexity in your content workflows. Look for intuitive interfaces, low-code automation features, and native integrations with content creation, product data, and publishing tools. The more your DAM can serve as a central hub across the content value chain, the more efficiently your teams can work, and the greater your return on investment.

Growth Restraints

Integration Complexity with Existing Systems: Integration with legacy systems remains a top challenge, as complex tech stacks and data silos hinder seamless DAM deployment and slow adoption.
High Implementation Cost and Time: High upfront costs for enterprise-grade DAM solutions, including implementation and training, limit adoption among smaller companies.
Change Management and User Adoption Challenges: Poor change management and limited user training often result in low adoption and underutilization of DAM platforms after deployment.
Security and Data Governance Concerns: Security and AI governance concerns, especially in regulated industries, create hesitancy toward cloud DAM platforms and automated features.
Unclear ROI and Difficulty Measuring Impact: Many businesses struggle to quantify DAM ROI, which complicates budget approvals and undermines stakeholder support.
Market Confusion and Solution Misperception: Confusion between DAM and other file storage tools creates market friction, with buyers misjudging needs or delaying adoption due to misunderstanding.

Growth Drivers

Explosion of Digital Content Volume & Complexity
Omnichannel Marketing & Personalization Demands
Advancements in AI and Automation Technologies
Cloud Adoption and SaaS Accessibility
Remote Collaboration & Distributed Workforce Needs
Governance, Security, and Compliance Priorities

Strategic Imperatives

Why Is It Increasingly Difficult to Grow?
The Strategic Imperative 8
The Impact of the Top 3 Strategic Imperatives on the DAM Platforms Industry

Growth Opportunity Analysis

Buyer's Guide Highlights
Growth Drivers
Growth Driver Analysis
Growth Restraints
Growth Restraint Analysis
Key Buyer Considerations
Key Buyer Considerations: Usability & User Experience
Key Buyer Considerations: Governance, Security & Compliance
Key Buyer Considerations: Scalability
Key Buyer Considerations: Interoperability & Integration
Key Buyer Considerations: Total Cost of Ownership TCO
Key Buyer Considerations: Flexibility & Customization
Key Buyer Considerations: Industry Fit & Expertise
ROI and Value Justification
Deployment Models
Industry Use Cases: Media & Entertainment
Industry Use Cases: Retail & eCommerce
Industry Use Cases: Manufacturing & Automotive
Industry Use Cases: Healthcare & Pharmaceutical
Competitive Landscape
What's Next? 7 Steps to Ensure Success in Choosing the Right DAM

Growth Opportunity Universe

Growth Opportunity 1: Achieve Hyper-Personalization at Scale
Growth Opportunity 2: Build a Resilient, Future-Proof Content Ecosystem
Growth Opportunity 3: Unlock New Revenue Streams with Content Intelligence
Growth Opportunity 4: Establish a Single Source of Truth for Brand and Compliance