Digital Asset Management - Frequently Asked Questions (FAQ)

What is digital asset management?

Digital asset management is software that allows companies and organizations to store, organize, access, and distribute digital content, including documents, images, videos, audio files, and other rich media. A key differentiator between digital asset management (DAM) and other file storage options is the ability to add and associate various kinds of metadata to provide contextual information about the digital content to make retrieval, analysis, and use of the content more effective. 

What that really means is that digital asset management is the way you win back your time. It helps eliminate bothersome file requests, ends fruitless searching for content, centralizes content so it’s not all over the place, gives access to the right content for the right people when they need it, and replaces broken tools for sharing content.

Do I need digital asset management software?

Do you have a lot of content and have challenges keeping it organized and getting the right content to the right people? If the answer is yes, you should consider digital asset management software.

Who uses digital asset management software?

Lots of people! Digital asset management is useful for marketers, designers, photographers, other creatives, event managers, sales people, retailers, product managers, distributors, human resources managers, and many others. If your organization has a lot of content, digital asset management can make a big difference saving your team time and headaches. Companies and organizations in almost any industry can use digital asset management but it is especially common in consumer packaged goods (CPG), cosmetics, food & beverage, agencies, fashion and apparel, non-profits, colleges and universities, museums, hotels and resorts, municipal organizations, sports, health care, software, furniture, etc. You get the picture. 

How much does digital asset management software cost?

Digital asset management covers a huge range of prices. There are some freemium models available but most solutions start at around $100 per month depending on how much storage, user seats, and features your team needs. Enterprise solutions can start at $25,000+ per year and go up well into the six figures for systems involving complex, custom builds and integrations. Image Relay starts at $99 per month and we offer four pricing tiers - Startup - $99/m, Growth - $300/m, Professional - $750/, and Enterprise - starting at $1500/m.

What is the best digital asset management software?

G2, the leading software review site, has reviews from thousands of verified users of digital asset management systems. You can see the ratings and rankings here. We don’t like to brag, but Image Relay performs quite well in most categories.

What is metadata?

Metadata, simply put, is data about data. It’s information that describes another piece of information, such as a book, photograph, or webpage, and makes it easier to find. It helps researchers in libraries find relevant information, useful resources, or local information. In terms of digital marketing and digital asset management - metadata allows people to organize and display content, allowing for easier reuse.

Metadata makes information findable not just by humans, but by machines as well. In many cases, the metadata is as important as the asset itself. Without it, files could be lost forever. And without metadata describing things like usage rights and creator information, an asset can lose its value over time.

How can metadata help my work?
Metadata provides the context to your content. Using descriptions and tags your content is easier to find and use. Without metadata and tags, finding the right file can take forever, unless you know the exact file name . . . and who ever knows the file name?!
Is Image Relay cloud-based?
Yes. Image Relay is only available as a cloud-based SaaS solution. We run on Amazon AWS servers, where we were one of the first beta customers in 2005.
How long has Image Relay provided digital asset management software?

Image Relay started in 2002 and has provided digital asset management software ever since. Image Relay’s founder, Skye Chalmers, was an action sports photographer who had trouble delivering large numbers of photos to clients from photoshoots. Image Relay was built to solve that problem and end the practice of overnighting CDs, DVDs, and hard drives to clients.

Who are some of Image Relay’s customers?

Image Relay has more than 350 customers in more than 80 industries. Most of our early customers are still with us today after more than 10 years of service. Some of the companies and organizations that use Image Relay include Ben & Jerry’s, Cabot Creamery, Darn Tough, Citrix, Middlebury College, Tuck (Dartmouth) School of Business, Cox Automotive, Snowbird, Killington, Isuzu, O’Neill, The MacArthur Foundation, Dietz & Watson, Penske, Children’s Miracle Network Hospitals, Jacuzzi, Seiko, and many others. 

Where is Image Relay located?

Image Relay is a distributed team with team members throughout the country. Our headquarters is in Burlington, Vermont.

What is a B Corp?

Certified B Corporations are businesses that meet the highest standards of verified social and environmental performance, public transparency, and legal accountability to balance profit and purpose. B Corps are accelerating a global culture shift to redefine success in business and build a more inclusive and sustainable economy.

Why did Image Relay become a B Corp?

We were not happy with how most businesses are run, especially software companies. Most are only focused on creating shareholder value and that means making decisions that often run against values about how to treat customers, how to treat employees, how to treat the environment, and how to treat our communities. We see it every day with news of companies doing activities and supporting work that most people know is immoral. The money isn’t worth it for us to do things like that. We knew business can be better and we wanted to set an example. 


To become a B Corp we passed the B Impact Assessment, which evaluates a company’s environmental impact, financial transparency, worker compensation, and many other attributes. The assessment is structured in four sections (governance, workers, community, and environment) and is audited by the nonprofit B Lab. We also met the legal requirements for B Corp certification, which allows Image Relay to act in the interest of all stakeholders (e.g., the planet)—not just the shareholders.

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