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What Is Marketing Asset Management?

Managing assets is a process most marketing departments must consider, no matter how large or small the organization or agency. From start-ups to enterprise companies, marketing departments use marketing asset management (MAM) to manage the files, documents, logos, and templates they use on a regular basis. Marketing digital asset management is vital to a marketing department’s efficiency because a comprehensive, cohesive system can save every marketer on your team valuable time and energy.  

Looking first at a marketing asset management definition, MAM is the business practice of collecting, organizing, and storing files marketers need and use every day. MAM ensures that marketers are able to quickly and easily find the correct file, ascertain that it has been approved for use, and send it to leads or customers without fear of diluting the brand with the incorrect assets.  

Digital asset management in marketing is carried out using marketing asset management software, a marketing tool that allows marketers to conduct fast searches of the assets on file and facilitates collaboration between team members.

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Difference between marketing asset management and digital asset management

You might be wondering how MAM differs from digital asset management (or DAM). DAM refers to the business process of collecting and storing all types of digital files across a company. This could mean storing and organizing files from the accounting department, information from HR, or any files across the company. MAM, on the other hand, refers to the specific process and system for organizing, storing, and working with files that the marketing department requires, including video and audio files.

Video and audio files can be particularly difficult to manage, in part because they take up a considerable amount of space and because finding specific video and audio clips can be even more difficult than locating images or other content files. Marketing asset management software is therefore designed with these requirements in mind. 

MAM software can also streamline workflows by integrating content production and publication systems. This means that marketers can move files stored in the MAM software system directly to media channels, saving time navigating between windows and ensuring the correct files are used at all times.