By Adam Dougall, Regional Director – Australia, Aprimo
Many marketers face daily challenges that have the potential to derail their strategic focus and underutilise assets including their team resources. These challenges can include in-flight campaign management, new strategy implementation, staying abreast of ever-evolving digital campaigns and making tactical decisions with quick turnaround. To better manage these challenges it’s important to have a consolidated and easily accessible view of marketing activities, investments, resources, and assets.
Without a centralised approach, marketers can quickly sink too much time into administrative tasks. This takes people away from their core function of working strategically and creatively to directly impact customer satisfaction and business success. Implementing a unified system can reduce the administration workload, helping to drive better results and profitability.
A marketing resource management platform (MRM) can help streamline marketing processes, provide control and accountability of marketing spend, improve the approvals system, and drive increases in measurable return on marketing investment.
MRM helps marketers overcome manual processes, organisational entropy, and a lack of metrics.
There are five key ways that MRM can help day-to-day work processes and boost productivity.
1. Strategic planning and budget management
Analyse activities in real time, and adjust planning and forecasted spend across all activities if patterns show certain tactics are working better than others. MRM also automates processes, which means marketers can access up-to-date information fast without having to send multiple emails chasing details.
2. View of marketing activities on one dashboard
MRM lets marketing teams be more agile, and creates a centralised view of all activities. This means marketers can make data-driven decisions on resource distribution, including where to allocate money, people, and time to maximise efficiency. It also lets you distribute high-performing marketing materials across the organisation to maximise results.
3. Creative production and project management
The MRM platform makes it easier to create marketing collateral. Version control and changes can be tracked to each annotation within the application. Feedback is automatically collected from each user and reference material can be easily tagged to back up claims. Video and image comments are also timestamped to show the latest feedback on each piece of collateral.
4. Collect and manage content and knowledge
Store, share, and manage key digital assets and other marketing deliverables like collateral, presentations, advertising, and corporate branding elements, with support for all media types, on an external server. MRM can be accessed by all parties with unique portal user access. This lets you share the latest materials with the appropriate team members and even external agencies as required, increasing staff mobility and overall workplace efficiency.
5. Marketing fulfilment
Fulfil and distribute marketing assets, content and collateral more efficiently with MRM. The time it takes to create assets is reduced, because of readily available content storage and backend automated workflows.
The platform shortens consultation and production times, which is vital for modern marketers as they must act in real-time to respond to continuous changes in the marketing environment.
Ultimately, MRM platforms give you back time to focus on what really counts: the creative work that drives client satisfaction and results.
To learn more about MRM, visit Aprimo.