Media Asset Management / MAM

A Media Asset Management (MAM) system manages images, videos, graphics, documents and other media files along with their metadata. In a PIM context, the focus is on product-related media: product photos, cut-out images, technical drawings, data sheets, assembly instructions and videos. The term is generally used interchangeably with Digital Asset Management (DAM).

Typical features

• File uploads and bulk imports
• Automatic assignment of media to products and categories, for example using the item number in the file name
• Automatic conversion of image sizes and formats for different channels such as online stores, marketplaces and print
• Metadata such as photographer, date taken, usage rights and licence expiry dates
• Version control to prevent outdated product images from being reused accidentally

MAM within PIM or as a standalone system?

Most PIM systems include basic MAM functionality that is sufficient for product images and data sheets. A standalone DAM is worth considering when marketing teams and agencies manage large volumes of media that are not directly linked to products, such as campaign visuals, corporate videos or trade show graphics, or when usage rights need to be tracked closely. In this case, the DAM is connected to the PIM via an interface, and the PIM simply references the files.

For example, a furniture manufacturer maintains a sofa’s dimensions and materials in the PIM. Photos showing five fabric colours are stored in the DAM. The online store receives the product data from the PIM, along with links to the corresponding images at the right resolution.

See also: DAM · Media / Media Assets · DMS · Combining PIM and DAM · 4ALLPORTAL (PIM and DAM)