News Blog Posted on: 04.14.16

PIM vs DAM: Which one will be the winner? [Infographic]

The face of business has been changing in recent years.

In order to remain competitive, companies have no choice but to present themselves in a compelling way, regardless of the channel. To do so, they need a central repository to manage their marketing assets. Without it, achieving consistency across channels is very hard, if not impossible.


However, it may not be clear what type of data management solution fits your company’s needs best. The chances are, you are still torn between a PIM and a DAM. What really differentiates one from another? The answer is more complicated than it seems. Those two systems often share similar functionalities which makes it hard to tell the difference. Still, we managed to gather some facts and draw a line between PIM and DAM.



PIM is concerned with how company’s product information is presented across various sales and marketing channels that include e-commerce sites, social media and print. It acts as a connection between those channels and various product information sources. The main goal is to ensure product information consistency and accuracy in order to provide a positive, omni channel customer experience. 95% of people consider product information important when it comes to making a purchasing decision (2015/2016 Shotfarm Product Information Report). Therefore, detailed product content can serve as a competitive advantage in the race for customer’s attention.


A PIM system, contrary to DAM, is concerned with products that the business offers. Each piece of information within the system is directly associated with an SKU. A PIM system can be integrated with other systems like ERP, from which basic product information is imported and fed into PIM.


Once inside the PIM system, product information can be enriched by adding further data or making modifications like cropping or resizing.


PIM solutions are recommended for companies which offer a large number of products and have hundreds of SKU turnovers weekly or monthly. Typical industries utilizing PIM include: fashion, consumer electronics or parts and components industry.


Some PIM systems also offer DAM functionality, allowing users to store other product-related media.



What about assets that are not product focused? Digital assets like images, presentations, movies and documents along with their related meta-information, are often used for internal communication or research purposes. Marketing departments also need a place to store all promotional and branded content.


A Digital Asset Management System, just like PIM, serves as a centralized location where assets can be stored and shared within organization. It allows files to be easily accessed and – according to the needs – updated in one place. Other variants of a file, like low-resolution versions or alternative formats, can be automatically derived from a “master asset” existing in the system. That makes operations more efficient as less images need to be managed and maintained.


Access to the system can be limited and granted only those who need it.


Industries utilizing DAM include, among others: entertainment, publishing and education.



We created the following infographic to summarize the key points.

Click here for full resolution. 



pim vs dam



Product Information Management (Theory and practice)


The Forrester Wave™: Product Information Management (PIM), Q2 2014



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