Headless DAM – what is it and why is it relevant for omnichannel commerce?
Three key takeaways from this blog post:
As assets become dynamic and need to be changed to fit different contexts ongoing across systems, the need for headless digital asset management grows in importance.
A headless digital asset management system doesn’t focus on the front-end user interface but on the data-driven distribution of assets to many different destinations.
The two primary benefits of headless digital asset management is (1) ensure your assets are always up to date on all platforms you engage customers on and (2) you dramatically lower the time and cost spent handling, distributing, and managing those assets.
Lately a number of Web Content Management Systems (CMSs) and e-commerce platforms have emerged as headless.
Headless implies that you serve content via APIs and not by mixing the content with browser specific mark-up – headless means “with-out imposing a specific UI”. This allows the content to not only be used in webpages but also in apps and in other systems.
But does a headless CMS or commerce platform require a headless DAM? And what is a headless DAM?
The traditional understanding of a digital asset management system is a place you log in, upload some assets, collaborate on a creative process, and allow others to log in, search, download and manipulate or tag assets.
As an increasing number of companies are in pursuit of becoming a true omnichannel company, more and more of our customers use a DAM in a different, more scalable, and dynamic way – via the APIs and hence, as a headless DAM.
Headless content management systems recently took off in a big way, as fewer websites are now built mixing the content and the HTML representation and they are instead instead built as single-page-apps where scripting intelligently fetches the relevant content from different data sources and APIs.
The CMS then truly handles content which is administrated through the back-office UI.
A headless digital asset management works in the same spirit.
A digital asset management system that doesn’t focus on the front-end user interface but on the data-driven distribution of assets to many different destinations.
So the definition of a “user” differs.
For a traditional digital asset management, the “user” is defined as a person logging in.
For a headless digital asset management, the “user” defined as an application or system using APIs to talk to the digital asset management solution to do all the same things; upload, download, repurpose, find or change metadata etc.
Why are headless digital asset management systems growing in popularity?
There are three key drivers behind choosing a headless digital asset management approach:
1. Your assets are being used in many different contexts
Suppose you’re a manufacturer working in the retail industry.
You are using your master assets in conjunction with your PIM system to power your ecommerce site.
Assets are used in apps for sales enablement (in a brand portal), own website, and even on digital platforms hosted by partners in your distribution channels.
In that case, choosing a headless digital asset management approach is the right choice for you.
2. Your assets are distributed by systems, not humans
If your asset management needs require you to distribute content manually from a head office to local marketers. If the distribution is automated via software, headless digital asset management systems have the potential to make your processes much more efficient.
For example, you need to create a product page and insert images, videos, instructions, and FAQ. With headless, all you need to do is upload the assets to the DAM and tag it for it to flow to the right places. You don’t need to actively go to the channel where the content is used or published.
So the headless approach not only saves time it also keeps the data up to date and complete.
3. Your assets are dynamic and need to be changed over time
Here’s a nightmare scenario many marketers have been in:
You have an image with a photo model, and now the usage rights have expired. You currently have to track down every location where this asset is used and change it manually. Now you need to spend time finding, and replacing or removing it to hopefully avoid lawsuits.
However, if you based your system on dynamic updates then you can handle the update centrally.
A headless digital asset management system is an essential part of this; it stores the asset in one single place and links it to all relevant systems via APIs, ensuring that you can easily update it at any time.
This overview of the Digizuite Open API shows how assets are distributed to and from other systems.
Each system has its own use case with the asset, but a headless digital asset management system ensures that the underlying asset only exists in one place.
This means the asset can be handled efficiently, less time is wasted on distribution, and any changes to the asset are automatically pushed out.
So, to sum up, headless digital asset management systems thrive in environments with many different contexts, where assets are used in many use cases and in many different solytions.
The main benefits are related to these three drivers can be split into two:
You ensure your assets are always up to date on all platforms you engage customers on, a fundamental stepping stone towards omnichannel excellence
You can dramatically lower the time and cost spent handling, distributing, and managing those assets – inherently increasing time-to-market
Common questions and answers about headless digital asset management
There are a lot of misconceptions about headless DAM, so let’s take a moment to clear them up, and answer the following questions:
1. Does headless mean I can’t log into the digital asset management at all?
Nope. A headless DAM has back-office administrative UI and built-in portals which can be used as an asset showroom, just like Digizuite’s DAM. A hybrid that can be accessed via the UI and through APIs.
After all, if you’re using the DAM as a place to collaborate with colleagues or agencies, then it makes sense to collaborate via the DAM.
2. The concept of a headless approach sounds complicated with APIs – will I need a complex IT implementation?
It depends! A key thing to look for when buying a digital asset management system can be split into two:
Are there existing connectors between the DAM I’m looking at and the systems I use today?
Is there a robust API with clear documentation?
Suppose your DAM vendor is unable to demonstrate those two things. In that case, you could be in for a very long implementation project indeed.
On the other hand, if they are in place, this is exactly where the concept of headless shines.
You can call assets between traditional silos because there are well-documented APIs that your developers can use with simple scripting.
3. Is headless only relevant for larger brands or enterprises?
Not at all. Really any business that handles a large volume of content with different variants across channels will find meaning in a headless approach.
This includes publishers, retailers, and e-commerce platforms that often need to handle huge volumes of assets.
For example, the main output itself (a website or e-mail marketing) is likely already “headless” by design.
4. Doesn’t a headless digital asset management overlap with other systems, like my PIM system?
It could be! Some PIM systems also include a basic asset management functionality that might control the main product images of a given SKU.
Tech stacks vary in how they balance responsibility between master data systems.
Still, in general, a PIM system will have much less robust asset management capabilities than a dedicated, best-of-breed DAM.
If you have an elementary, product-driven asset set, your PIM might be able to do some of this lifting for you, but most companies have assets that are not product-specific and would find a PIM-only approach lacking.
5. Can I still use my digital asset management system in a non-headless way?
Yes, most likely. Look for “hybrid” DAMs, like Digizuite, that can both serve a more traditional “human-oriented” use case as well as a “system-oriented” headless and API-driven infrastructure.
Most digital asset managements will most of the time be used by both people and systems.
Conclusion: Is a headless digital asset management relevant for you and your company?
If you can check off one or more of the below statements we’ve discussed, a headless digital asset management approach is probably right for you:
You are on a journey to become an omnichannel company, where assets are used in different contexts
Systems, as well as humans, interact directly with your assets for added productivity gains
Need to work dynamically with assets over time
In terms of the types of organizations and the complexity of managing and distributing content, we see the most value for headless digital asset management for:
Brands that want to market and sell in an omnichannel way. Typically with strict asset control across channels and quick distribution.
Publishers, retailers, resellers, or distributors who have large and complex products and data sets that need to be distributed dynamically.
Enterprises who struggle with content management and require a smooth orchestration and project management of tasks is critical to avoid slow time-to-market.
While a pure headless digital asset management system is not for everyone, most organizations need a hybrid model.
This is about finding the right balance between use cases that need heavy human interaction (like agency collaboration) and the use cases that should be “software to software” – like content distribution.
Want to learn more about what headless digital asset management can do for you?
Contact us today for a free, personalized assessment of where you are today. We’ll be happy to share our expertise and insights to help you hit your business goals in 2022 through the use of headless digital asset management.
Want to explore more content on your own? View other blog posts, infographics, and whitepapers here.
Did you know?
In January 2022, the fashion brand PWT selected Digizuite as their digital asset management provider.
PWT’s brands includes Lindbergh, Jacks Sportswear Intl., JUNK de LUXE, Bison, and Morgan and are sold in brick-and-mortar stores and webshops by more than 650 independent retailers in over 20 countries. Furthermore, PWT sells their brands in their own retail chains Tøjeksperten and Wagner.
One of the key criteria in selecting Digizuite, was because of PWT’s mission to fully approach their asset and content ecosystem in a headless way. With Digizuite’s best-of-breed platform with open API integrations, PWT can rest assured their martech stack can fulfill their omnichannel strategy now and in the future.
“We are looking forward to automating and streamlining the way we create, manage, and distribute our digital content. With Digizuite’s strong workflow engine and open API, we will be able to accelerate the creation and management process so that we get approved products to market faster and more effectively,” says Brian Børsting, the Marketing Director of PWT.
