Marketing Governance

An all too common misperception is that marketing asset management (MAM) and distributed marketing management (DMM) platform technology is only for the “big guys,” the large companies with huge budgets, but it’s not. It’s a statement Saepio makes in their white paper ‘Only for the big guys?’.

Understandably, solution providers (Saepio included) often emphasis their power brand clients in webinars, case studies and sales presentations.  But if your company doesn’t fit the “big guys” definition, don’t overlook the benefits DMM can deliver for you.  In fact, if Small and Medium Business (SMB) describes you, you may derive more value from a DMM solution than the big guys do. Read More

Powerful cloud technology that helps you make smarter marketing decisions. Thats Turn.

Marketing software vendorAudience, each promise to optimize information for that particular area.

The reports provide win rates, performance indicators, and other insights into campaign data, and suggests ways of improving those results. This makes it not just a monitoring tool, but a more active way of managing campaigns.

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DAM, or Digital Asset Management, is an important part of Marketing Resource Management, as our guest columnist Jan Dejosse from ADAM Software frequently stresses.

While marketers produce huge amounts of assets, ranging from images, logos, to video, copy and templates for new campaigns, they tend to focus on the production process, and forget about the end results. Grant Halloran of Orbis Global, an MRM vendor, explains why its so important to manage and file digital assets carefully they are assets in the literal sense of the word: they represent value for the company. Often, assets are scattered in different locations, and difficult to get hold of. A well-organized DAM system can help to regain control of the digital asset library and make using (and, more importantly, re-using!) assets significantly easier.

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For many marketing organizations, storing and sharing information is a returning issue. Versions of documents, brand guidelines, artwork there is a lot of data to manage and without a specially designed database of some sort, keeping track of the latest developments within the organization can become quite a challenge.

Software vendorIntelligenceBank offers such a system. An all-round Marketing Resource Management solution, it is an online platform where crucial business information can be stored and managed. It can be customized to fit different roles and responsibilities, so that everyone has access to the information thats relevant to them. The program allows you to manage the planning of campaigns, and an analytics tool gives an overview of various metrics. The video below includes a short tour of the system .

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Gabriel Group saved the day, his organization was a mess. The fulfillment solution by the software vendor helps marketers keep track of stock, customize marketing materials, convert physical inventory to digital assets, and manage shipping of marketing materials. And hey, if it worked for Joe, why not give it a go? (Sorry, that video gets to you after a while.) .

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With Elateral, the solution is only a url away.

A large chunk of big businesses marketing budgets goes into localizing marketing material. This can take up to six weeks to produce, precious time that eats up your speed-to-market. Software vendorElateral offers software solutions for large marketing organizations, where speed is key. Global businesses can speed up the design and production process with this web-based marketing tool, which promises to reduce the production time from weeks to minutes.

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Theres a lot going on to get a marketing campaign done. And then another one starts.

Software vendor Kaboodle knows that creating campaigns triggers and endless stream of traffic consisting of documents, images, revisions, approvals, more revisions and adjustments. With everybody working in their own way, with separate systems such as Word, Excel, and email, sometimes on different continents, it can be hard to keep track of whats going on. Before you know it, your campaign is leading  a life of its own.

Kaboodle offers structure, context, clarity, and flow. A single platform from where marketing campaigns can be run, accessible to everyone in an organization, in different countries and departments.

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Corporate branding, simply put, is how a company presents itself to the world. Its a business visual identity: logo, house style, lettering, colors. But it is also a more abstract concept. Its the added value to the company that produces products or delivers services; its the value that it promises to create for its stakeholders, its the uniqueness that creates customer loyalty. Small wonder, then, that corporate branding is a serious point of interest to businesses and requires managers attention.

This is the idea in the Vyre whitepaper: Brand Management: Whats the Bottom line? The paper discusses best practices when it comes to managing corporate brands for marketers and business managers. It takes a look at corporate branding what is it exactly, what does it do and discusses its business importance and its associated business risks. Then the paper examines how a Brand Asset Management solution to help enterprises manage their corporate brands and brand assets better, as well as reduce management costs and reputational risks. Read More

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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Marketers who are responsible for selecting enterprise-level marketing software technologies must consider many important issues as they move through the evaluation process. One issue that is likely to arise is whether to choose an all-in-one solution from a single vendor, or to opt for a software platform that contains components provided by multiple vendors. This is not a trivial issue because it can affect (a) how well the chosen solution will meet the enterprise’s current needs, and (b) whether the chosen solution has enough flexibility to meet the enterprise’s future needs.

Both types of solutions are readily available in the marketplace, and both have advantages and disadvantages. Read More