DAM vs. MAM:
What's the difference?
What is DAM
(Digital Asset Management)?
Digital Asset Management (DAM) typically refers to the management of general collections of digital assets—a wide array of digitized content like documents, images, audio files, and videos, in a variety of file formats—that are accessible to and used by a set of users in the day-to-day operation of a business. A DAM system is built to be user-friendly for the largest number of people in an organization.
What is MAM (Media Asset Management)?
A MAM (Media Asset Management) system is a type of DAM specifically optimized for multimedia, content creation, and video production. Video files can be large and require more infrastructure to support production workflows: e.g., CPU power, storage, networking, and custom automations. MAM systems are built with creative producers (like marketing teams) in mind, and often integrate with the creative tools they use, streamlining the creative process overall and saving time and effort.
But aren’t DAM and MAM essentially the same thing?
Simply put: yes. The technologies have evolved to the point that distinctions are virtually non-existent. Both exist to be centralized repositories for your media, a single source of truth for all content associated with your organization. Media creation, particularly video, continues to grow as an important part of the day-to-day operations of any organization. Thus, most organizations are dealing with larger media files, requiring more servers and more internal resources to manage those assets. Digital asset management software had to become more agile and catch up to meet the demands of their users—becoming more “MAM-like.”
So, do I need a DAM or a MAM?
Start by evaluating your current assets, and the direction your organization or company is moving. The difference between DAM and MAM often pivots on two pieces: whether you are tracking media production projects, or projects in a more general sense. While both systems offer similar solutions, DAMs are often better equipped to handle a wider array of formats and integrate with more project management software for a broader set of users. On the other hand, MAM products are often solely focused on the production of audio/visual assets, and the pre- and post-production processes that go into the creation of a finalized asset.
DAM solutions typically organize digital content like:
- Brand assets
- Project files
- Image assets
- Licensed media
- Documents
MAM solutions typically organize digital content like:
- Brand assets
- Project files
- Licensed media
- Production files
- B-roll footage
- Graphics
- File versions and derivatives
At the end of the day, it is up to the system to meet your needs. Evaluate, ask questions, and push for the direction that best serves your organization.
