Keeping up with the new world of consumers who view, read and curate content across multiple devices and multiple mediums is becoming more and more challenging. When asked about their top strategic goal* over 31% of marketers said it was “improving their operations” - ahead of the 30% who mentioned “having relevant conversations with the customer”. With, nearly 25% recognising the need for better measurement of their marketing activity. *
If you dig deeper into this insight, it makes a lot of sense: by being more efficient in the way you operate as a marketing driven organisation, you need to respond in a real-time manner to grasp those increasingly rare moments where consumers interact with your business, brand and product in a bid to solve a particular problem.
The proliferation of channels and explosion in data is making every marketer’s job harder and subsequently business hours have gotten longer and often stretch into evenings and weekends. So anything that helps to manage complexity, reduce workload and increase efficiency has to be good news. That is where a marketing resource automation solution comes into the mix.
What is marketing resource automation?
Within the marketing process itself, there is a critical need to ensure correct protocols are being followed, that assets are exploited as efficiently as possible, and that management can get an insight at any moment into the state of play of everything marketing is doing.Marketing resource automation (MRA) provides an automation suite which combines process management - to ensure the right creative assets have been used or that approvals have been granted - with metrics that show how budget has been deployed and what exposure has been created.
Problems with the status quo
Some of the most common complaints voiced by marketing teams facing a rapidly evolving landscape are:
Key elements of marketing resource automation
Today’s organizations tend to compartmentalize their marketing challenges. While operations are tending to their own task list, marketing managers are in a separate corner, struggling to craft a unified message. Meanwhile, the counterproductive battle between online and traditional channels further saps the effectiveness of your overall marketing efforts. Sound familiar? Each silo ends up creating its own distinct solution to what should be shared problems. Not surprisingly, the result is less than ideal efficiencies, a sluggish inability to adapt to changes in the marketing landscape and higher costs all around.
You can’t innovative if you’re still manual
Deploying an MRA solution allows marketing to automate all of the processes used within online and offline activities. It ensures that every campaign is properly accounted for, approved and populated with appropriate assets. Marketers can integrate their organisations, get control of budget and spend, eliminate internal silos with streamlined workflows and execute innovative omnichannel campaigns to drive measurable returns on investment.
Marketing is used to measuring the inputs it creates - the key metrics deployed by the function are around impacts, opportunities to see, ratings, etc. What it has not historically taken account of are its own inputs - the time spent by individuals on specific tasks by type, expenditure on creation of collateral defined by product, channel, territory, for example. Bringing standard accounting practices used in other professional services to bear on marketing not only aligns the function with its peer groups in an organisation, it releases value that has been locked up in the performance of repetitive, non-value adding tasks.
Do you currently manage, track and account for your marketing activity?
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