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PIM and DAM: a match made in heaven?

Although the two might be spoken about in separate circles, they actually have a lot in common…

Today we want to talk about two solutions that might be spoken about in separate circles, but which actually have a lot in common. We’re referring to Digital Asset Management (DAM) and Product Information Management (PIM), which both help companies to store and manage their digital assets, but provide wholly different benefits.

When combined as part of a businesses’ data strategy, they can be a powerful force to be reckoned with. But first, there’s no harm in asking…

What’s the difference between PIM and DAM?

On the one hand, a PIM stores and manages all data related to marketing a product in a database, whether that’s product attributes or marketing copy, while a DAM is all about managing digital media (or assets) without necessarily referring to products.

A DAM gives the ability to easily find, access, retrieve and use all digital assets from one single point of entry. It helps you ensure your brand is up to date and uses consistent efforts across the board, making it much easier to produce marketing materials that reflect your company’s core values. Meanwhile, a PIM can help companies rebrand their products quickly, ensure you can track stock effectively, and bring your products to market faster.

TLDR: DAM is about giving access to digital assets, while PIM focuses on product information. But what about when these aspects intertwine?

What's the difference between DAM and PIM?

Are PIM and DAM two sides of the same coin?

DAM and PIM are different solutions playing different roles. But this doesn’t mean that they can’t both be used at the same time. In fact, using both DAM and PIM could be the key to optimising your data strategy when it comes to product assets.

Say, for example, you have a product that needs to be attached to an image, but the image being used for the web and print are different. In this scenario, the PIM would provide the relevant product information and the DAM provides the capability to extract the right digital asset for the scenario at hand – in other words, they’d be working together in perfect harmony.

PIM systems might be able to handle product imagery, but they don’t necessarily have the same flexibility and organisation when it comes to file support and permissions. A key benefit of DAM is it can index files and add metadata so they can be searched for and retrieved easily, for example.

With a combined DAM and PIM approach, your business won’t just be the first to market with your new products – you’ll be best placed to market that new product, using a single source of data to ensure you have the right product information to distribute it quickly and digital assets to support the launch.

Can I get a PIM and DAM solution in one?

There are some PIM vendors out there that who would say their platforms do have built-in DAM functionalities, but whether these ‘all in one’ solutions are right for you depends on how you will be using your media assets.

PIM platforms are able to store media, but if your media assets need to go through a creative/editing process, you’ll need a DAM. In short, PIM can host your DAM asset library, but DAM is needed to workflow, edit, manage rights and integrate your media items.

PIM and DAM solutions
Do I need PAM and DIM?

Do I need a DAM or a PIM?

Ask yourself the following questions….

Do you have a large number of images/visual assets that frequently need to be shared across people doing different jobs in your organisation? You need DAM.

Do you have a massive selection of products coming from a variety of manufacturers, with information coming from disparate sources? You need PIM.

Now ask yourself: What would be the potential at my company if I had both?

Why businesses need an integrated DAM and PIM strategy

Nowadays, the amount of data that businesses in distribution, retail and manufacturing have to deal with every single day is astronomical, particularly if they are larger outfits working with thousands of products and millions of digital assets.

If you aren’t doing everything in your power to consolidate that data and make it highly accurate, clean and easily accessible, you could be holding your business back.

That’s where Comma can play cupid, uniting PIM, DAM and other data solutions in holy matrimony for your organisation, so that you can market your products effectively, speed up internal file sharing and oust your competition with a superior data strategy.

Because when everything clicks into place, that’s when you start seeing real results.

Comma works alongside its partners to provide the very best solutions in PIM, DAM, Data Governance, Data Quality and Master Data Management. To find out more about what our experienced team could do for your organisation, get in touch today by emailing