Marketing Governance

In today’s world you don’t have to travel to conquer the world. All you need is a computer and the world is at your feet. Local businesses are just as capable to go global as large multinationals.” In today’s digitized business ecosystem, the local business can convert into a successful venture with customers and operations all over the world, and the global business can grow into a larger-reaching enterprise with efficient logistics and a strong brand”, says consultingfirm Frost & Sullivan in their whitepaper on ‘Glocal Marketing’.

To a business with an engaging product, geographic boundaries are no longer an obstacle in identifying and reaching prospects and closing sales. Increasing global access to the Internet; online social media networks; and multiple device types such as smartphones, tablets, and gaming consoles, are offering customers new means to collect information and make purchases, and providing companies large and small with more developed channels to bring their product to market. Yet the benefits of these technological advancements afford the globalizing company with unique marketing challenges and unforeseen process pitfalls. Marketers must be prepared to address increased workflow complexity, campaign management across multiple borders and channels, and variations in multicultural communication.

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 “The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself” Peter Drucker.  For 99% of businesses, achieving this goal (a requirement for surviving in today’s hyper-competitive environment) requires the right investment in Marketing Technology. If you want to optimize the performance of your Marketing organization and become more efficient and successful, you must know how to identify which technologies are need, in which order, and how to effectively implement and use the tools.

There are over 300 companies in 45 categories in the marketing technology space. So, it’s hard to keep up! As the number of tools and solutions for marketing has grown, the marketing technology landscape has evolved.  Today, we need to know both the types of technologies available, as well as how to implement and leverage them as a holistic system.

Marketing Technology and the Work of Marketing

The marketing landscape can be confusing, and the acronym alphabet soup used to describe these technologies only adds to the conundrum: DAM/MAM (digital asset or marketing asset management), MOM (marketing operations management), MAP (marketing automation platforms), and MRM (marketing resource management). In their study, “Realizing the Promise of Marketing Technology,” ITSMA defined marketing technology as “the software for improving marketing and sales processes to achieve business objectives.” This definition provides a way to frame the marketing technology landscape, which currently consists of a very large and growing list of players.

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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.”

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DAM-event in New York by Henry Stewart (May 2nd and 3rd) will prove you wrong.

Theresa Regli, Principal & Managing Director, Real Story Group and Romney Whitehead, Digital Content Platform Manager, NET-A-PORTER Group will give  an overview of corporate (non-broadcaster) oriented video technology options.

After that a panel of video management experts who will discuss this challenge.

Topics include:

• Exploring innovation and new uses for MAM in the ingest, editing, review and approval, archive and distribution phases
• Getting renewed “buy-in” from loggers, editors and producers (all of whom view MAM differently)
• The importance of designating an in-house ‘MAM Czar / Media Manager’
• MAM and DAM and convening sustainable collaboration

All panel speakers have years of experience within the field and are members of advanced video MAM user and/or consultation teams.

Moderator:

Jacki Guerra, VP, Media Asset Services, A&E Television Networks

Panelists:

• Tab Butler, Director Media Management & Post Production, MLB Network
• Dave Lankford, Director of Product, Dr. Oz Digital
• Cynthia Parrish, Product Manager, Harris Broadcast
• Tracey Shaw, VP, TV and Network Operations, WWE, Inc

For a detailed conference agenda please click here

Tangent Snowball have taken something that could have been really complicated and distilled it down into something that is actually quite simple.

Software vendorCarlsberg UK to improve relations with existing customers and to attract new customers for the brewer. Pub owners have access to a the We Deliver More Marketing Automation platform, where they can order products, use email, web-to-print for marketing materials, and keep an events planner.

David Scott, Carlsbergs customer marketing manager, praises the systems customer friendliness, and says it allows the brewer to maintain a more personal way of communicating with their customers, while also allowing Carlsberg to organize and structure the B2B communication process. .

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Its virtually impossible to watch what everyone in the world is doing with your brand. How theyre interpreting it. Whether they are following your guidelines properly.

Marketing software vendorPapirfly is a bit slow to come to a solution to this universal problem in their video, but when they do come round to presenting their SAS online brand management center, it looks pretty good. Its not an all-inclusive Marketing Resource Management tool, but mainly focuses on content creation and distribution. Papirfly claims to halve the amount of time spent on creating and distributing marketing materials and eliminate brand inconsistency. And ROI should improve within eight to ten months.

If the solution is just as clean and simple as their video, it should be a useful little tool for marketers.

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During an economic downturn, marketing and comms budgets are the first to be cut, leaving companies with fewer resources to reach their customers. When the budgets limited, and the expectations are high, how do you deliver the right message to the right audience at the right time?

Software vendor Fision has the answer. In an interview with business program 21st Century Business, CEO Mike Brown lists the advantages of his system. It allows marketers to utilize resources efficiently, so they are able to do more with less. It offers greater control for marketing departments over how the brand is advertized, and how the brand image is presented to the world, and a greater autonomy for sales people and customer reps, who have relevant content available to them.

It may not be top-notch reporting (So Mike, can anyone use Fision?), but it give a pretty good idea of what the marketing automation solution has to offer. .

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Today’s marketing technology landscape is filled with confusing terms and three-letter acronyms. Over the past two decades, the number of marketing technologies has grown dramatically, and companies have attempted to create competitive differentiation by using distinctive terms to describe their solutions. The result is an array of marketing technology terms and acronyms that provide little help to marketers who are looking for solutions to important business challenges. Below are my definitions of five important marketing technologies and their acronyms.

Digital Asset Management (DAM) — A software system that enables companies to efficiently catalog, store, retrieve, and repurpose content assets that exist in the form of computer files. The core feature of a DAM system is a centralized repository, or library, containing an organization’s content assets that have been cataloged in a way to facilitate search and retrieval. DAM systems will also typically enable the automation of workflows relating to the creation, approval, and versioning of content assets.

Enterprise Content Management (ECM) — The Association for Information and Image Management (AIIM) defines enterprise content management as, the strategies, methods and tools used to capture, manage, store, preserve, and deliver content and documents related to organizational processes. On the surface, therefore, ECM sounds a lot like DAM, but there are significant differences. Read More

Saepio, research company Frost & Sullivan explore the value of Marketing Resource Management (which they call Marketing Asset Management one of MRMs many aliases) for the health care industry. The whitepaper takes a look at the value of a centralized approach to creating customized marketing collateral for different audiences.

The study includes a case study of Hospital Corporation of America (HCA), a leading healthcare management vendor, which, according to the report, streamlined its marketing content workflows and achieved astonishing return on investment through deploying marketing asset management and collateral customization solutions. Read More

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 layer, which coordinates the procuction process, keeps track of deadlines, bugets and knowledge. Finally, the intelligence layer monitors the whole process so it can be improved continuously.

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