Customer Experience

Integrate DAM to maximize value

New integration service simplifies the development and deployment of connectors for Digital Asset Management (DAM)

500 hours of content uploaded to YouTube and 695,000 stories shared on Instagram: what happens in an Internet minute reveals our insatiable appetite for rich media. And it’s not slowing down anytime soon. Statista reports that 79 zettabytes of data was consumed globally in 2021 and projects it will grow to 180 zettabytes by 2025.

With growing demand and new channels emerging all the time, distributing rich media content requires that Digital Asset Management (DAM) be integrated with many solutions. The more systems a DAM integrates with, the more value it provides. Generic connectors lack functionality, but custom integrations can take a lot of time and effort to build. Fractured solutions can prevent the tracking of asset usage across engagement channels.

With the release of OpenTextTM Experience Cloud Editions 22.2, we have introduced a new integration framework that accelerates the development and deployment of connectors for OpenTextTM Media Management. Built on industry-standard open-source technology, the integration framework enables customers, partners, and developers to rapidly build connectors that are easily deployed into cloud or off-cloud environments. Connectors also track how and where assets are used in other applications for better analytics to inform business decisions. Including analytics data in each integration allows content performance to be measured, visualized, and used in the design of the next campaign or project.

The new integration framework in action

How much of a difference can this really make? OpenText found the framework accelerated the build of integrations by up to 80% compared to custom API development. To demonstrate the capability of the new integration service, our engineers built a Vidyard connector in record time. Vidyard is a leading video platform that enables enterprises with video hosting, management, and analytics. OpenText made the connector available in Media Management 22.2 as a publishing option. Publishing direct from Media Management to Vidyard drives brand governance and consistency by limiting those ad-hoc, manual uploads. Data from Vidyard is accessible from within Media Management so marketers can monitor the effectiveness of each video right in the DAM.

Quickly build and deploy new connectors that fit your business

Custom integrations can now be built in a fraction of the time, ensuring they are tailored to meet each organization’s unique needs. Given the explosive growth in the marketing technology landscape, it’s increasingly important for connector libraries to keep up. And as digital media becomes essential in areas beyond the marketing department like manufacturing, training, merchandise planning, and security, DAM needs to integrate with new and different solutions. This helps companies embed their DAM within complex IT infrastructure by connecting it to as many systems as possible. Gone are the days of building generic integrations and adjusting your operations to fit around it. Rapidly build connectors with a framework of reusable building blocks. Design custom integrations tailored to your business processes and your precise needs.  

Adjust campaigns and content in real time

It’s no longer enough to make content decisions based on what your marketing team likes. Digital channels provide huge volumes of data on how your customers are responding to the content. The challenge is using that data to improve the content you’ve published in a timely manner. The embedding of usage tracking within the integration framework allows for enhanced content performance analysis and enables teams to use the data to optimize their content creation for a more agile environment.  

Conrad Henson

Conrad is a Product Marketing Manager for Customer Experience Management based in London, UK. Conrad specializes in Digital Asset Management, a field in which he has worked since 2011. As a DAM practitioner and former OpenText customer, he has interests in user-focused innovation, no-code configuration and the role of DAM in Digital Transformation.

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