By: Leila Rayburn, Sr. Content Manager 12/14/2016
In a word: very.
We live in a world of multi-channel sales and marketing, where consumers interact with brands across a growing number of online and offline touchpoints. These customers, however, seek consistency. Consider this:
- 60% of consumers expect consistent experiences when dealing with brands online, in-store, or in person.1
- 86% of buyers will pay more for a better customer experience.2
- By 2020, a company’s customer experience will overtake price as its key brand differentiator.3
“Customer experience is the next competitive battleground. It’s where businesses are won or lost.” – Tom Knighton
Consistency matters to our customer experience.
Every company has its own unique brand – and keeping it consistent throughout all of your marketing messages, website content, and other promotional materials is crucial to ensuring your brand maintains one cohesive identity.
However, as more and more communication channels pop up (from content marketing to social media to Google advertising), the harder it is to maintain one consistent brand identity. The volume of a brand’s business content grows year over year. By 2020 IDC predicts the amount of digital information will grow by a factor of 30, the number of files, by a factor of 60.4
With this growth, many companies are mired in complex issues of inefficient version control, bogged down by customization needs, threatened by off-brand materials, and stalled by countless one-off content requests.
While these cumbersome processes prevent growth and efficiency internally, more importantly, the lack of a consistent brand standard across touch points externally leads to confusion and mistrust among our customers, threatening sales and risking the loyalty of our buyers.
“Make every interaction count, even the small ones. They are all relevant.” – Shep Hyken
A brand is a promise.
When a brand presents materials, it does so under a brand promise. Each asset is a reflection of that promise. If your organization suffers from inconsistencies, that promise is essentially broken. Brand messaging can be completely misinterpreted when imagery and guidelines “go missing” causing someone on your distributed network (such as a franchisee or field sales rep) to go rogue and use their own content.
Beyond threats to the customer experience, there are standards that a brand must follow in certain markets with legal and regulatory governance, or risk fines and lawsuits.
According to recent studies, poor content management ranks as the number one reason that organizations struggle with multi-channel marketing communications and brand consistency. That, and a fragmented variety of disconnected asset repositories threaten our abilities to meet the needs of our ever-demanding customers.
What is Marketing Asset Management (MAM)?
Marketing asset management (MAM) software offers an efficient, user-friendly solution for organizations to aggregate, store, track, locate, and share their marketing materials. Having all of your brand’s digital assets in one centralized location allows your employees, clients, and contractors to have easy access to images, creative files, video, and other important digital assets.
Today, more and more companies are turning to MAM solutions to streamline their business initiatives. Not only does marketing asset management software make it easier for marketing team members to promote their business and communicate with customers, but it also helps them better engage with prospects and develop new accounts.
The Impact of Marketing Asset Management
A marketing on demand solution allows corporate marketing to connect reps with approved marketing assets and vendors from anywhere, anytime. What’s more, without dealing with single marketing asset requests, marketing staff is able to spend their limited time and resources on more strategic, mission-critical responsibilities, like focusing on orchestrating the overall customer experience across the business.
Some firms believe that re-engineering the business around the customer experience is the “single most exciting digital opportuntiy” in the market today. We couldn’t agree more, and consider Marketing Asset Management to be a key component of this transformation. Marketing asset management comes with a variety of other key benefits, including:
Eliminating the Chances of Lost or Misplaced Brand Assets
As your company grows, the amount of content your marketing department produces will grow as well. However, the downside to having more content is that you increase your chances of misplacing or losing some of those assets.
MAM software eliminates the risk of losing or misplacing those valuable files by storing them all in one centralized location that anyone with permission can access.
Expedite Production Time
Gathering all the brand assets needed to run marketing campaigns can be time consuming. From getting in touch with the right people to actually getting ahold of and creating the promotional materials, it is no surprise that the number of businesses using digital asset management software to accelerate the process has increased recently.
With MAM software, asset managers are able to quickly create and re-purpose marketing assets in order to seamlessly deploy their marketing campaigns.
Bring New Campaigns to Market More Quickly & Efficiently
Having all of your digital assets in one centralized location allows employees, marketing managers, sales reps, contractors, and other brand ambassadors to easily find the assets they are looking for and distribute them quickly and seamlessly for use in content marketing, social media, email marketing, and other print and digital marketing campaigns.
Many MAM solutions have integrated tools that foster collaboration among asset managers. Having all marketing assets managed and housed in one place allows marketing team members to share ideas and gain easy access to critical assets.
“A brand is not a product. It’s the sum of all the experiences you have with a company.” – Amir Kassaei, Chief Creative Officer, DDB Global
To learn more about how organizations and marketers are tackling Marketing Asset Management, and reaping the benefits of investing in a marketing asset management solution, read our full eBook, “Busting the 5 Myths About Marketing Asset Management, DAM, and Project Management.”
5 The Marketer’s Guide to Content Management Technologies, Gleanster, August 2013