Why MAM is a core piece of your EMM strategy

“Marketing Asset Management (MAM) should be at the foundation of an organization’s over arching Enterprise Marketing Management (EMM) strategy”, says John Thomson, president and CEO at Saepio Technologies, in  the whitepaper ‘MAM, Making Assets Actionable and Engaging’.

And why is that?

As a vital part of the advertising process, MAM combines digital asset management, collateral customization and marketing automation technologies into a single, seamless process that:

  • improves brand compliance;
  • advances measurable return on marketing investment (ROMI);
  • eliminates repetitive tasks;
  • enables speed-to-market; and
  • engages distributed marketers.

In the white paper Thomson first defines where MAM fits in the Enterprise Marketing Management strategy. “There are many models that depict the component of an EMM system”, according to Thompson.”But this document focuses on CRM, business intelligence/analytics, MRM, MAM and customer nurturing as key components.”

Regardless of the description and/or definition, similar functions emerge:

  • a process of data capture, cleansing and storage
  • business intelligence/analytics applied to data that – along with market research – helps guide product development, market segmentation and positioning initiatives
  • campaign planning, creation and budgeting steps related to marketing resource management
  • the process of creating marketing content and delivering it to consumers/customers
  • the process of capturing data that provides insight into the interaction with the consumer/customer
  • the process of nurturing consumer/customer relationships based on interactions and the capture of information about those interactions

Marketing Asset Management addresses several of these functions. MAM may interact with a CRM system or other data repository including a) to determine what content to assemble and deliver; b) determine where to deliver a message; or c) insert CRM data into a marketing communication.

MAM also is often heavily integrated with an MRM system. Through the MRM system, marketing assets are loaded into the digital repository within MAM, campaign rules are established, the assignments for creating collateral customization templates are developed, and marketing automation processes are defined.

Finally, MAM can play a key role in a customer/prospect’s onboarding process. Ongoing communication that is driven by an onboarding technology – whether designed to support lead nurturing or customer development – often gives instructions to the MAM system for content creation and automated delivery of the marketing piece to the targeted recipient.

Because of this foundational and behind-the-scenes role, MAM is sometimes referred to as the engine of the EMM or advertising process. It touches many elements of the EMM process making the data repositories, MRM workflows and nurturing technologies “actionable” as delivered marketing content that is significantly relevant to targeted customers and prospects.

Importance of MAM for engagement-based marketing

One of most critical contributions of an EMM platform is that it enables speed-to-market, which empowers marketers to dramatically reduce the time it takes to get advertising materials to the customer or prospect. Not only does this create efficiencies and provide competitive advantages, speed-to-market is quickly becoming the expectation of the consumer.

Traditional marketing is no longer working, consumers want marketing to be on their terms and on their timeline. “No army of production-artists can aseemble content fast enough for this”, Thomson proclaims, “but MAM-technology can do just that by combining Digital Asset Managemen (DAM), collateral customization en marketing automation.”

The DAM within the MAM enables:

  • real-time / just-in-time content delivery
  • delivery of always-current content
  • better brand management
  • streamlined workflow
  • more efficient digital storage

Collateral Customization within MAM enables:

  • efficient creation of marketing collateral
  • repurposing of assets across multiple applications
  • effective brand management
  • accuracy of content
  • real-time, situation-relevant communication with customers and prospects

Marketing automation just automates processes so they can be done quicker and more efficiently. Marketing automation with MAM takes processes that were previously dependent on human labor and automates them, saving a tremendous amount of time and money and quickly providing a justifiable ROMI.

“Because of this broad reach into each element of an EMM platform and the tangible immediate benefits to efficient marketing operations, savvy marketers will look closely at making MAM the foundation component of an effective EMM implement”, Thomson concludes.

Read the whole white paper here

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