Content Marketing Institute describes it as follows:
Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
But how to decide which strategies are most effective?
Another MRM case study this week, this time of a collaboration between Brazilian software vendor Arizona and the Brazilian division of Spanish bank Arizona. The marketing team name a few features that switching to an MRM solution has brought them: easily sharing and sending files to and from agencies, budget management, and planning tools.
Whats interesting is that they approached the MRM project very thoroughly. Starting at the bottom
70% of marketers have stashed under-utilized, out of date, or over-ordered materials into storage facilities ranging from a closet to a warehouse. Have you?
Now that the MRM in 60 Seconds series has been completed, weve been looking at other videos explaining Marketing Resource Management. IBM, one of the marketing automation software vendors from our list, created this short video simply saying marketers can do more for less with an MRM system in place. Implementing an MRM solution can reduce project cycle times, increase output using the same resources, and improve compliance with legal and brand requirements, to name just a few positive effects. This video also emphasises the control an MRM system offers: transparency and accountability, at all levels of the marketing organization.
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MRMLOGIQ series MRM in 60 Seconds, the Five Marketing Resources are introduced: Materials, Manpower, Machines, Money and Minutes. Each marketing process involves all of these resources. An MRM strategy determines how to use them in the best possible way.
With the final piece of the MRM puzzle in place, you now have a complete overview of the processes and resources involved in Marketing Resource Management. Use them to your best advantage! .
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Lenskold 2011 Marketing ROI and Measurement Study, which assesses the basic practices of social media measurements in addition to the seventh annual tracking of marketing ROI measurement trends.
MRMLOGIQ MRM in 60 Seconds series, the Ten Functional Areas Model is examined in closer detail. (If you missed the first part of the TFA Model, you can watch it here.) Youll get a definition and description of all Functional Areas, which really are sub-processes within Marketing Operations.
The end-to-end process layer at the bottom of the model deals with the creation and execution of marketing campaigns: from the assembly of marketing copy and images to the finished product (a flyer, poster, website, you name it). On top of that is the management
MRMLOGIQ series MRM in 60 Seconds takes a look at the key Marketing Operations processes. Based on the SMRC Model (youll remember this from Marketing 101), the Ten Functional Areas Model covers the main aspects of creating and executing marketing campaigns: from content creation to budgeting and business analytics. This week well show you the backbone of the model. Next week, well discuss each Functional Area individually to complete the picture.
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MRMLOGIQ MRM in 60 Seconds series takes a look at the four efficiency directions of MRM: Cheaper, Faster, Better, and More. Which direction does your company need to improve? Do you want to cut costs on campaigns, reduce time-to-market, run better campaigns, or increase your marketing output? Answering these questions will help you get a better view of the needs of your company, and the MRM strategy required to reach your goals. . .
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MRMLOGIQ MRM in 60 Seconds series, we take a look at two essential concepts in MRM: effectiveness and efficiency. They may sound like the same thing, but there is an important difference. Being effective means getting the job done; being efficient meaning getting the job done using the minimum amount of time and energy, while still getting the best possible results. Watch the video to find out why an effective Marketing strategy needs an efficient MRM strategy as well.
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