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The relevance of marketing resource management for large marketing departments

digital marketing trends

In large organizations with multiple brands, marketing teams are responsible for the development of strategy, creative production, brand and advertising across a range of markets.

Budgets are usually large, with considerable pressure placed on managers to prove ROI, which can be difficult where no system to manage marketing resources exists. Marketing Resource Management Software (MRM) includes a variety of tools which help create efficiencies and increase the productivity of your marketing team.  It provides a framework to manage internal and external resources, intellectual property and brand assets, as well as acting as a reporting tool, giving greater transparency into the success of current activity.

With companies owning hundreds of thousands of digital files, Digital Asset Management (DAM) is one of the core features of enterprise-grade Marketing Resource Management Software.  By providing a single location to store files, accessible via an online portal, marketing teams can easily search for and use the images, videos, logos, contracts or assets they need.

More complex systems, like enterprise MRM leader IntelligenceBank, have varying permission levels and transparency into user activity which restricts access to sensitive material and removes the threat of intellectual property theft.

Permissions also mean that you can grant agencies and third parties access to relevant parts of your platform. But, security benefits are not just gained from having control over who can access these files.  Talent usage rights and alerts for expiry dates protect your business from breaching terms of use on marketing content.

Other features of Marketing Resource Management software support creative production and work in tandem with your DAM.  Online creative briefs capture relevant information before work begins, so that design resources can be allocated and legal or compliance teams know how much work is coming through the pipeline for approval.

Calendars provide a birds eye view of planned activity and Kanban boards are a visual representation of current work and marketing projects. They allow your team to manage work as it moves through the process of creative production, isolating potential bottlenecks before they happen.

Legal and brand approvals ensure marketing compliance and are typically built into creative workflow.

While brand is at the core of all marketing it is often difficult to control.  A brand portal gives you greater governance over the use of your brand and communicates correct usage with anyone in your business, third parties or other stakeholders.

It provides an overview of your brand guidelines as well as access to brand assets such as logos and fonts. Large marketing departments spend a considerable portion of their budgets developing their brand, yet with the pressure to quickly produce creative content, it’s no surprise that brand often gets distorted.

As marketing activity moves further away from the core brand or marketing team this is increasingly the case. Approved creative stored within the DAM along with creative templates, locking down brand elements and important messaging, ensure that local area marketing doesn’t go rogue.

By incorporating these features into one platform, creative production and marketing activity is trackable and reportable.  Dashboards and on demand reports allow you to optimize the use of your marketing resources and plan to future budgets.

Processes around creative production can be streamlined, updating workflow and automating approval requirements.  Asset usage can also be tracked and where these are used digitally, impressions and links can provide insight into which content is performing well and which content may need to be updated. It provides you with the insights needed to effectively report on ROI and communicate the effectiveness of your creative and marketing teams.

When you bring all of the features of Marketing Resource Management Software together, the benefit is that it’s scalable, increases transparency and removes silos within your business.  As marketing output increases, systems which make day to day activities more simple are necessary.

In comparison to legacy systems, assets can be easily found, approval processes are simplified and workloads can be viewed in an instant.  In a world where pressure on marketing is only increasing, implementing MRM Software will guarantee that your marketing team is set up for success.

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