The marketing department is undergoing a massive transformation.
A combination of new and innovative marketing automation and analytics technologies, the continuing rapid growth and diversification of audience engagement channels such as social media, and an ever more sophisticated business and consumer audience is making marketing both one of the most exhilarating areas to work in and also one of the most frustrating.
Why exhilarating? Well, that’s a relatively straightforward question to answer. New technological innovations and more insightful analytics systems are providing today’s marketer with a wide array of tools and insights to do their work.
Marketing is now at the cutting edge of marrying new techniques and approaches with new ways of working to reach, engage and influence customers and other key audiences.
I believe that it’s never been a more exciting time to work in marketing.
And why can it be frustrating? In today’s every more complex world, the pressure to deliver results and to focus on the most pressing priorities can be an unrelenting challenge.
Identifying how best to automate and simplify essential administrative and management tasks is a priority for many forward-thinking marketing teams.
In my view, it should also be on the to-do list of any marketing team that wants to free itself to focus on the crucial activities that can revenue and growth.
If you don’t work in a marketing team you may find this next few minutes surprising. And in case you do, well I hope this sparks some empathy and interest.
POINT 1: in-house marketing teams are under more pressure than you ever realise
Let me explain briefly. If you don’t work in a marketing team your experiences of them probably extends to a presentation at a conference, emails from the product team announcing a new feature, hosting an exhibition, writing a blog or two or handling logos and brochures. Not forgetting managing the website.
If you do, however, work in marketing, all of the above is compounded by greater demands from the sales department to deliver campaigns to open up new opportunities, much stricter sign off on budgets, demand to work with sales at customer sites to demonstrate a ‘joined-up approach’ and the sudden expectation that you are a professional copywriter. Moreover, you now may well have to deal with more technology than some of the people working in the IT department.
A marketer’s life is so much more challenging than most people believe.
But at the same time, there’s never been a better time for a marketer to sharpen your skills, get more commercially aware and start focusing efforts on things such as opportunity generation, meaningful brand building (storytelling) and technology adoption. And by doing so, the business begins to realise the value you bring.
POINT 2: a modern marketer cannot afford to ignore technology-led change
I want to highlight one type of technology that I’ve had the great benefit of using that often gets missed, under used and wrongfully implemented. And that is Digital Asset Management systems – otherwise shortened to DAM. If you search twitter on the #DAM, you can find lots more activity about this topic.
But I want to share my learning with you.
DAMs have been around for a few years in many shapes and sizes. They are typically suited to a large and medium-sized organisation that is looking to address the following issues:
- Use of the correct corporate fonts
- Servicing a widespread sales operation
- Providing materials to a franchise model
- Using the correct presentation templates
- Responding to internal communications requests
- The rising use of rich media assets like video, images and audio
- Responding to local sales office requests for specialised materials and messages
In a nutshell a DAM gives the employee, franchisee or sales staff full oversight and self-service access to all the file formats and types that support the organisations image, processes or message.
To a marketer, a DAM platform provides a central place to house all corporate marketing assets that is secure, provides full analytics and releases hours of time taken up by routine administrative tasks.
It means you can do the following:
- See what assets are being used (or ignored)
- Evaluate what materials that are nearing the end of their life
- Give a much more reactive experience to the whole business
- Understand who is making use of the marketing services (and who isn’t)
- Plan budgets more easily now you know how people are digesting content
- Give your team a cloud solution that is professional managed and protected
It’s for all these reasons that we have hosted a specialist webinar to discuss the role of digital asset management (DAM) and how the marketing team can take the next steps to make it work successfully.
Join The Independent Print Industries Association (IPIA) and Ricoh for this free, on-demand marketing asset management webinar to learn how to use digital asset management (DAM) transform the way you access, customise, and distribute your marketing content. Register to Watch Now