Marketing Asset Management Technology Boosts Marketing Results
As companies have adopted marketing platform technology, and in particular marketing technology focused on content creation within a marketing asset management (MAM) approach, they have experienced interesting benefits beyond their original expectations.
Most companies implement MAM technology with the objective of better brand control, easy localization of content, and improved speed to market. But as a new whitepaper from Saepio shows (Using Marketing Asset Management Technology to Boost Marketing Results), organizations are experiencing several other benefits.
Ensure Current Content
At the forefront of these is current content. In a business environment of rapid change, keeping current inventory is essential. Companies have grasped how a just-in-time content creation process can eliminate the need for large inventories of pre-printed material and the associated risks of obsolescence but they failed to understand the same inherent risks exist with digital documents as well. What they discovered is that a pdf version of a product sheet on a sales person’s hard drive has the same risk factors as a skid full of brochures in a warehouse. Companies that adopted MAM eliminated that challenge. With current and customizable versions of content available from a marketing storefront, content now is easily available to the field and even content stored within an individual users personal library can be updated at the corporate level without losing the individual’s customization.
Efficient Changes and Brand Control
A second, but related win, is the discovery of how efficiently wholesale changes can be made to an organization’s collateral. An NCAA case study by Gleanster and available at Saepio.com illustrates this. NCAA needed to change out its second tier branding for the various sports. With a traditional process, this would have been a weeks-long process to find and update all of the materials across all sports. Since MAM creates content real-time via a template approach and as the various elements of a layout are treated as unique marketing objects brought together based on an instruction set or recipe, NCAA was able to complete the branding update – including testing – in only a few hours. No one implements MAM with the intent of easy brand updating, but as the NCAA example shows, brand updating is an unexpected benefit.
Enabling Local Marketing
A third area of unexpected benefit comes through enabling local marketing use of a broader range of mediums. As a quick example, creating emails that are connected to landing pages that launch retargeting campaigns is something that is beyond the knowledge, ability and time-constraints of most local marketers. Within MAM, it is a simple workflow. Again, when organizations implement MAM, it is typically to better manage current capabilities but often leads to unexpected opportunities for the corporate and local organizations.
Efficient Corporate Communications
Fourth, some marketers are finding unexpected benefits from MAM within corporate communications as well. A case study by Frost & Sullivan available at Saepio.com explores how the health system HCA finds value from MAM beyond the expected use within marketing application.
Hyper Relevant Content
Finally, as the whitepaper Using Marketing Asset Management Technology to Boost Marketing Results points out, marketers are starting to really explore the power of MAM to deliver hyper relevant content. Because content creation happens just-in-time and because any data, including consumer supplied data, can dictate what content is served, MAM enables instantaneous creation of highly relevant content that can engage a consumer on his/her terms when the information engagement is sought.
Visit www.saepio.com to learn more about how companies use MAM. In addition to whitepapers and other documents, you’ll find several 5-minute webinar summary case studies that show how marketers in several industries use MAM to solve daily challenges.