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Not a Marketer? Why You Still Need to Care About Marketing Asset Management

By: Leslie Pinkerton, Content Manger 12/19/2016

Not a Marketer? Why You Still Need to Care About Marketing Asset Management

Although marketers are responsible for the creation, distribution, consistency, and effectiveness of marketing assets, the benefits of Marketing Asset Management extend throughout an organization and its ecosystem.

At a high level, the impact of brand management impacts the overall customer experience, as customers expect a consistent brand impression no matter what channel they use to interact with a company. Brand messaging can be completely misinterpreted when imagery and guidelines “go missing.” A marketing on demand solution allows corporate marketing to connect the whole business with approved marketing assets and vendors from anywhere, anytime.

Here are four use-cases outside of marketing, with real-world stories to bring them to life:

1. Field Sales

For a field sales and marketing team, or any distributed sales force, access to the right materials on-demand is vital to success. Just think about the average hourly salary (and efficiency) that is wasted when reps spend their time, just searching for the right information. One study found that workers spent an average of 8 hours every week, hunting down the right resources.1

Without the right system in place, it’s difficult for many reps to find what they need or to customize it to meet their needs while staying on-brand and compliant.

Read how NRG Energy transformed their “junk drawer” server into an efficient internal marketing distribution system to save their field sales team time and make them more efficient.

2. Franchise owners

Franchise owners are the stewards of, and extension of, a brand, and are responsible for maintaining those brand standards while they also uphold expectations related to operations, finance, HR, and more.

But with hundreds, sometimes thousands of various franchise locations all tasked with meeting the needs of their local markets, it can be difficult to share these communications effectively.

Marketing Asset Management can greatly improve a franchise’s ability to work on-brand with creative agencies, share ideas between owners via a discussion forum, and control brand materials, while freeing up franchise owners to focus their time where it matters, rather than on fractional marketing efforts.

Learn how Long John Silvers built a go-to marketing hub for their franchisees.

3. Channel partners

To serve the needs of distributors, agents, and dealers, it’s critical for corporate marketing teams to provide up-to-date product materials and marketing assets to their network of channel partners.

When systems are ineffective, distributors risk simply skipping the process of marketing, deflating opportunity for growth.

Read what happened when Toro’s distributors stopped going rogue, creating their own one-off pieces, and instead customizing pieces within MarcomCentral that were 100% on-target and on-brand.

4. Global locations and regional markets

Even the best marketing is irrelevant if it isn’t localized. Catering to local clients is critical to demonstrate your commitment to their needs. Whether by country or region, markets differ in how they buy, language used, and their purchase process.

Being on-brand is about being relevant to those who matter, no matter where in the world they’re located. Marketing Asset Management can help to consolidate efforts so that materials are available to those working in local markets, with the flexibility to customize in an approved way to those regions.

In fact, 91% of top-performing companies cite the need to “increase relevance and personalization in local markets” as the top reason to invest in marketing asset management.2

Read how The World Bank built a multi-cultural, multi-lingual marketing asset environment for their global offices across 188 countries.

Successful Marketing Asset Management directly impacts these four functional areas of the business, in addition to improving the overall customer experience. 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, improving business results across the board.

For more, download our full eBook, “Busting the 5 Myths About Marketing Asset Management, DAM, and Project Management.”

1 http://www.ricoh.nl/Images/IDC_Executive_Insights_January2011_t_76-4420.pdf
2 The Marketer’s Guide to Content Management Technologies, Gleanster, August 2013