MEDIA ABOUT MARKETING AUTOMATION
Many portals, bloggers or Marketing Media have issued various publications on how IT systems can support marketing operations or marketing management as such. The Core Concept of Marketing Management has been described at large by Wulff Plinke.
Since then – marketers, practicers and academics have published books on the importance of marketing management systems.
To target clients with what they want and need, marketers send thousands of personalized communications, process feedback received, analyze customer behavior to adjust commercial activity to what clients want. In order to do so, there are tons of supporting materials, that need to be processed and approved: reports, analyzes, statuses followed by deadlines and ASAPs. All this creative fuss which is an indispensable part of marketing. With ever increasing number of actions that modern marketing is putting on our shoulders, we must take all the activities in curbs and convert them into actionable data.
AUTOMATION IS ALL AROUND
It is increasingly difficult to catch up with customers’ expectations. Even more difficult to make our marketing communication sound attractive to our prospects, were dynamic and stand out in the information chaos that cordons off our clients.
Investment into systems that help manage marketing are one of the least known but one of the most beneficial investments into operational efficiency of marketers and return on investmetns for companies. Well, does it pay off to support our marketers with management support systems?
One real life anecdote: I met with a Marketing Director of a European insurer. Big and known in Europe. After watching and listening carefully on the capability platforms – she said she didn’t need any SaaS helping her manage her marketing activities, for she does only 2 small campaigns a year and most of the work is done by the external agencies. OK. Fair enough. „How many people do you have on board to run these small campaigns – I asked”. „NINE – she replied.”
OK – so our clients have smaller teams, running 10x more marketing activities. They can do that, because they have a system that automates all that is pure waste and all that does not create any value added. Humans can think, machines can work – unless you have other concepts on how to use human brain 😉
THERE’S NO RETREAT FROM TRANSFORMATION
Smart marketers have increasing influence on what the corporate strategy looks like, but the consequence is, they have more duties related with business results and financial evidence resulted from investment in marketing. These type of challenges make them focus on strategy, creative approach to market competition, effective tam management or new product development – not on administration of print workflow, social media management or simple reach and engagement reporting. That is why it is impossible to manage coherent brand positioning and marketing communication over so many different touchpoints without sufficient IT platform support.
CRISIS UNDER CONTROL
Huge number of concurrently run projects and activities in various channels lead to unpredictable reputational crisises, spurred by either inappropriate marketing communication or chaos in marcomms management. A notorious example of a case, that went out of control, is Polish Żytnia vodka brand communication failure., The Agency, servicing the vodka brand placed a facebook post, with a dead man – an employee of Lubin Mining Corp. who was shot dead by police during a manifestation in 1982. They took this picture and commented it with movie title „The Hangover”. They could not have foreseen the media crisis they had evoked. Polmos, the vodka brand owner’s apology revealed that their facebook profile was serviced by a professional ad agency. They trusted it so much, they never approved or controlled any posts before they were published.
As a result (according to Media Monitoring Institute) there were over 900 posts related to Żytnia brand within the next 3 days. 40% of them were negative news.
Marketing management systems – mitigate such risk through embedded post approval controls workflow, which brings repetitional crisis down to zero. The perceptional and reputational loss is multiple time higher than license cost of such systems.
MARKETING PROCESS AUTOMATION or SIMPLICITY, TIME AND MONEY SAVINGS.
New technologies support marketers in all steps of the marketing process: campaign planning, project management, content creation or media planning. Thus, the system acts as a pill for the manager’s headache which is a part of his/her job when a complex campaign is about to start. It’s technology that automates approval and reporting processes and manage digital assets workflow. Moreover, they can analyze whether our campaigns are in line with the brand strategy. An example of such a marketing management platform is Brand Oriented. A platform that have been successfully implemented by dozens of local and global companies managing one or multibrand strategies. The system is very flexible and fits small (3 FTEs) to large (300 FTEs) organizations. Even with a small marketing team – the return on investment usually pays off after 3 months. This is the best result in the industry.
Zbigniew Bakota, EMEA Client Director