Tuesday, December 04, 2007

Marketing Asset Management Systems

More and more marketing companies are storing all their marketing communication assets (meaning all their consumer facing communication elements, including TV spots, Banners, Radio spots, Print ads, Outdoor prints) in an easy to access and distributable system, mainly with the focus to enable their worldwide marketing teams to access the marketing material in a convenient and cost efficient manner. While most of these initiatives start with the urge of saving costs, and ensuring brand compliance on a global scale, some of these marketing organizations are waking up to the potential of marrying these asset management systems with true data intelligence that would help the marketer to decide when to use a particular creative asset (e.g. TV spot, Web Banner, Radio spot) with a consumer at the right time and in the right channel.

I haven’t seen yet any truly successful marriage of these two very distinct capabilities and systems but I know of several Fortune 100 firms who have started projects to make it happen. It should be very interesting to see if they have any significant success in improving the effectiveness of their marketing efforts. Based on my experience with both systems I suggest that a few success factors will determine the true outcome of these initiatives:

  • Are the head of the marketing intelligence team and the owner for the creative work truly aligned in their goals of making this project a success? If not, the failure is more or less guaranteed.
  • Are the systems not just technology wise compatible but has the project team clearly defined the ultimate outcome of the initiative, including user profile, realistic effectiveness goals, and guidelines for internal decision process of how and when to use it?
  • Are the regional marketing teams truly involved in this initiative, so that the system allows for regional particularities without diluting the effectiveness of such a global system?
  • Are the expectations towards the C-level executive team clearly set up-front, so that everyone understands that this is not a silver bullet but a critical milestone of becoming a truly smart marketing organization of the 21st century?

It seems to me that three different types of organizations will be on the cutting edge of combing the marketing asset systems with data intelligence: Highly innovative marketing agencies, marketing pioneers within Fortune 2000 companies, and software companies who are incorporating marketing agency functionalities (e.g. Google, Microsoft). I will keep you posted about any observed progress of teams across this wide spectrum of organizational candidates.

16 Comments:

Blogger Sandeep Giri said...

Michael -- glad to see that even if you are literally surrounded by a wealth of marketing assets, your thoughts haven't veered too far away from optimization of those assets :-)

On surface, this may seem like a combination of MRM (marketing resource management) systems and marketing analytics systems, but a hidden yet crucial system to implement this concept is the one that does the marketing program execution. This is the system that uses different subset of marketing assets for each program and its various campaigns, and hopefully tracks the effectiveness in a full cycle, i.e. all the way to conversion (or non-conversion).

Now, if you have a marketing program execution platform that is (a) in tune with all your assets in all different channels, and (b) tracks asset usage and effectiveness in different programs, and also publishes it to an analytics platform -- you are close to having what you describe.

Is there a platform out there that does all this? Stay tuned :-) And I'll be also curious to see your reports on what you find.

5:06 PM  
Anonymous Swamicrm said...

Michael

nice to see a post on this topic. Frankly, this area - Analtyics, marketing automation, MRM have been siloed a lot due to historic reasons I guess. Marketing has never been tech friendly. Also, marketing is averse to processes as it is seen as either creative or need for 'seat-of-the-pants'approach as market needs are dynamic.

At the other end, analytics folks have focussed on best-in-class processes and algorithms. Their business understanding of multiple domains is sometimes limited. Hence, the ability link them to marketing automation has been tough. For example, analyts like to work on SAS but if they are given easy to use tools like KXEN, they don't see it as robust tools.

Hence, surely there is a need for "connecters" for these areas if one were to look at this problem like software connectors!! This is imperative if one wants to get the best out of multi-channel marketing that is gaining importance today.

2:28 AM  
Blogger adam said...

Hi, this is not so related to your page, but it is the site you asked me 1 month ago about the abs diet. I tried it, worked well. Well here is the site

5:58 AM  
Anonymous CresceNet said...

Gostei muito desse post e seu blog é muito interessante, vou passar por aqui sempre =) Depois dá uma passada lá no meu site, que é sobre o CresceNet, espero que goste. O endereço dele é http://www.provedorcrescenet.com . Um abraço.

1:47 PM  
Anonymous Anonymous said...

Can anyone recommend the top Script Deployment system for a small IT service company like mine? Does anyone use Kaseya.com or GFI.com? How do they compare to these guys I found recently: N-able N-central remote windows login
? What is your best take in cost vs performance among those three? I need a good advice please... Thanks in advance!

12:43 PM  
Anonymous seslisohbet said...

Thank you for sharing a nice article.
Congratulations on your posts, not go from your site successful.

6:20 AM  
Anonymous Samsung said...

Like the modern layout.

12:12 AM  
Anonymous Anonymous said...

Very good post. I absolutely love this website.
Stick with it!

Also visit my web site :: capsiplex capsicum

12:50 AM  
Blogger anjella martin said...

Network Marketing can be very intimidating to someone that has never done it before. It can sometimes lead to a bit of information overload because of all of the resources available to new marketers.

6:37 AM  
Blogger Lili Wang said...

20150707wanglili
coach factory outlet
louis vuitton
oakley sunglasses
louis vuitton outlet
cheap toms
prada shoes
louis vuitton handbags
replica watches
abercrombie
louis vuitton uk
michael kors outlet online
timberlands
concords 11
prada uk
polo ralph lauren
insanity workout dvd
coach factory outlet
louis vuitton outlet
coach outlet
michael kors outlet online
coach factory outlet
michael kors outlet
jordan pas cher homme
abercrombie outlet
ralph lauren sale
nike air max
oakley sunglass
coach outlet
abercrombie
timberland boots
louis vuitton handbags
beats by dr dre
coach factorty outlet
cheap jordans
louis vuitton
hollister

11:32 PM  
Anonymous Storage Marketing Materials said...

This is the first time i am reading your post and admire that you posted article which gives users lot of information regarding particular topic thanks for this share.

11:33 PM  
Blogger 风骚达哥 said...

20150831 junda
ralph lauren homme
new balance shoes
gucci uk
tory burch outlet
north face uk
ray ban outlet
kate spade outlet
louis vuitton
christian louboutin
air max 95
nike blazer low
louboutin
fitflops outlet
prada outlet
ralph lauren outlet
gucci outlet online
uggs outlet
coach outlet online
mont blanc pens
basket ball shoes
ed hardy
longchamp handbags
ray bans
pandora charms 2015
running shoes
hollister clothing
coach outlet online
nike blazer
nike air max 90
pandora jewelry
coach outlet store online
cheap jordans for sale
oakley sunglasses
oakley sunglasses sale
kate spade outlet online
rolex watches
mulberry
jordan pas cher
coach factory outlet
sac longchamp

10:15 PM  
Blogger Junda Xu said...

20151027 junda
coach factory outlet
nfl jerseys
Gucci Outlet Online Sale
Abercrombie T-Shirts
hollister clothing store
ugg boots
michael kors outlet
Michael Kors Outlet Handbags Factory Price
ugg boots
toms outlet
abercrombie
mont blanc
michael kors outlet
michael kors outlet
Coach Outlet Store Online Shop
canada goose outlet
michael kors outlet
Abercrombie and Fitch Outlet Sale
Louis Vuitton Bags Outlet Store
michael kors bags
Wholesale Authentic Designer Handbags
ugg outlet store
air max 95,nike golf,nike janoski,air max 1,nike canada,nike plus,nike shox,nike factory store
michael kors handbag
Louis Vuitton Handbags For Cheap
cheap ugg boots
Christian Louis Vuitton Red Bottoms
coach outlet store online
true religion outlet
canada goose jackets

3:36 AM  
Blogger John said...

hollister clothing
kobe shoes
fitflop clearance
uggs on sale
coach factory outlet online
giuseppe zanotti
oakley sunglasses
louis vuitton outlet stores
burberry outlet online
michael kors outlet
beats by dr dre
uggs on sale
michael kors outlet
toms wedges
louis vuitton purses
christian louboutin shoes
ugg boots for women
hollister clothing
ray-ban sunglasses
ugg sale
louis vuitton outlet
louis vuitton handbags
nike roshe run women
uggs outlet
michael kors outlet online
michael kors outlet
michael kors outlet clearance
coach factory outlet online
oakley outlet
swarovski crystal
nfl jerseys
louis vuitton bags
cheap air max
celine handbags
cheap nfl jerseys
hollister kids
coach outlet store online
gucci outlet
20151231yuanyuan

7:33 PM  
Blogger Shawn dell said...

I was searching on some thing like this. Thank you for sharing this blog. It is really worth it. inventory management marketing materials

9:12 PM  
Anonymous obat pembesar forex said...

obat forex capsul
alat sex wanita

11:47 PM  

Post a Comment

<< Home