Tag Archives: MRM

MRM According to IntelligenceBank

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 vendor IntelligenceBank 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 that’s 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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MRM According to Elateral

‘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 vendor Elateral 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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MRM According to BrandMaster

‘A one-billion dollar brand can achieve 35 to 70 million dollars in annual savings by addressing its marketing efficiency and effectiveness. It doesn’t matter if you operate in one or many markets – the challenges for your brand are the same.’

Software vendor BrandMaster provides brand efficiency and consistency solutions. These range from helping to cut operational marketing costs, to achieving greater accountability for marketing, to gaining more control over your brand – ‘through better planning, execution and reporting,’ the video intones.

In their own words, BrandMaster provides an online platform to plan, synchronize and deploy all your marketing activities. It’s a modular solution, so you can choose to use one or more modules in six categories: information, calendar, material, distribution, reports, and user admin. It’s a pretty all-round Marketing Resource Management solution for tasks ranging from planning, to reporting, to asset management, to ordering.
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MRM According to Mtivity

‘Mtivity combines the discipline of procurement, the creativity of marketing, and the processes of IT.’

Print procurement software company Mtivity provides solutions for print and marketing process. The program offers several separate customizable modules, which allow marketers to collaborate more effectively with buyers and suppliers – saving time and money. The video boasts that Mtivity cuts out up to 32% of the normal print process. Though it is a little vague on how exactly this is achieved, with clients such as E-Graphics and Xerox, it may be worth looking into.
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Case Study: Tangent Snowball for Carlsberg

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

Software vendor Tangent Snowball has developed a B2B Marketing Automation solution for Carlsberg 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, Carlsberg’s customer marketing manager, praises the system’s 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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MRM Case Study: Arizona and Santander

Another MRM case study this week, this time of a collaboration between Brazilian software vendor Arizona and the Brazilian division of Spanish bank Santander. Before, the marketing department was run in an ad hoc manner: information was kept on paper, on Excel sheets, which made it difficult to share information. Enter MRM vendor 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.

What’s interesting is that they approached the MRM project very thoroughly. Starting at the bottom of the organization, at the production level, the implementation of MRM software is working its way up via management to analysis. This division of is actually quite similar to MRMLOGIQ‘s Ten Functional Areas model. The integrated approach makes all marketing-related information visible quickly and easily, which allows marketers to justify their expenses and become fully accountable.
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Marketing Asset Management According to Saepio

‘This is your world. And it’s part of a bigger world, made up of local worlds, like yours.’

Software vendor Saepio is feeling global in its video! In the complex world of local marketing, with franchisees, dealers, and regional offices, there is a risk that the brand image becomes scattered or distorted. Can you make sure the brand message stays consistent across all marketing messages? Can you enable easy communication between all these different brand representatives ? How to allow for customization at a local level – still within the brand guidelines? Saepio has thought about all these concerns and presents their Marketing Automation Management software solution Marketport. Having full control over the brand saves a lot of time and budget, resources that can be put towards promoting the brand, instead of managing it.

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Best Practices in Marketing Automation

While many marketers are familiar with the term Marketing Automation, not everyone is quite sure what it contains. The term is used to describe a wide range of supporting marketing software, from solutions such as DAM or PIM, but also more elaborate systems that monitor the entire marketing process such as MRM and ERM. The Gleansight Marketing Automation Benchmark Report by marketing research company and consultancy Gleanster attempts to fill in some holes in the general knowledge about marketing automation.

Many companies are still hesistant to implement a Marketing Automation solution. Yet Marketing Automation solutions have been proven to deliver results, such as reduced marketing costs, better measurement, and increased revenue. The report, based on a survey among over 300 marketing professionals, is a good starting point to get some basic understanding of what Marketing Automation does and does not do, and which functions it encompasses. It also includes a lengthy analysis of software vendors in the market. Below is a summary of the whitepaper, with some highlights. Read More…

The Core Components of Effective Marketing Operations

Managing marketing operations is now an essential core competency for larger business enterprises. Today’s marketing environment is more complex than ever, and marketers remain under constant pressure to achieve more results with the same or fewer resources. After focusing initially on improving the effectiveness of individual campaigns and programs, marketing leaders are now turning their attention to increasing the efficiency and productivity of marketing operations.

Marketing operations can be defined as the activities and processes that are required to perform the marketing function and manage the marketing organization effectively and efficiently. The growing importance of marketing operations is evidenced by the fact that many companies now have marketing executives and managers who are dedicated to marketing operations management. Recent research by IDC revealed that the marketing operations role represents about 6% of the total marketing staff, and it is the fourth largest job ‘category’ for a large marketing department. Read More…

What is Branding?

What is branding exactly? This video by Norwich Business School tries to capture the essence of one of the things in marketing and advertising that’s so hard to pinpoint: the Brand. Originally a way of telling apart cows from different farms, brands have become complex and dynamic concepts. And since the rise of the Internet and (yes, there they are again) social media, marketers have been forced to release at least some control over their brands in order to let them flourish.

A brand is not just a logo, according to the video. It’s the feeling of familiarity and trust that it sparks in the consumer. That’s what makes them so versatile: Virgin is a music label, an airline company, a chain of media stores, a telecom provider… And still all these should be recognizable as part of one umbrella brand. And this is exactly where Marketing Operations comes in: it provides the structure and management to make sure brands can present a unified image, even if the manifestations of that brand are very different.
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