As marketers, we’re reaching customers in more diverse, personalized ways than ever before. And as a result, we’re seeing our audiences expand and our markets multiply. However, the rise of multichannel marketing has challenges.
Increased demand for content means that more and more assets are created to fuel marketing and sales initiatives. Many of these initiatives are personalized for individual audience members and segments. Without careful control, this process can quickly devolve into what we call content fragmentation – when marketing assets are created with inconsistent branding, inaccurate data, or out-of-date messaging.
The remedy to content fragmentation is marketing asset management, also known as marketing on demand. Marketing on demand allows a company to consolidate all its marketing assets on one single portal, and to manage access and permissions for specific assets. Regional offices, traveling sales teams, and individual contributors can download and personalize approved marketing assets as needed, while protecting brand integrity.
Most companies would benefit from a marketing on demand platform, but certain industries are particularly prime candidates for marketing asset management. The following industries rely on a marketing asset management platform to maintain compliance, meet security standards, and eliminate inefficiencies.
1. Financial Services
Regulatory compliance is critical for companies operating within the financial services industry. It can be hugely time-consuming to run every individual marketing piece through the appropriate approval process before use. A marketing on demand platform allows financial teams to access on-brand, customizable, and regulatory-compliant pre-approved marketing materials whenever they’re needed.
Healthcare marketing assets require a high degree of personalization, yet also carry a high degree of privacy risk. Housing branded and customizable templates in one central location allows healthcare and pharmaceutical companies to connect teams and locations with the materials they need, without worry of incorrect messaging or branding.
3. Retail and Franchise
Even for massive international franchises, local store marketing is essential for success. However, the larger a retail chain gets, the harder it becomes to maintain consistent branding and messaging across locations.
It’s important to customize messages to fit the culture and environment of the local audience, but the underlying messages must stay consistent. Marketing asset management allows individual stores to take control of their own marketing efforts while preserving core brand integrity.
The ability of nonprofits to succeed in their mission is contingent on their ability to gain the support -- financial and otherwise – that they need to stay afloat. This requires a constant stream of highly personalized, persuasive marketing and appeal initiatives. These marketing assets drive the success of engagement and donation campaigns.
Outdated technology and processes can slow these efforts and stagnate growth during critical periods. Marketing asset management allows nonprofits to get their marketing materials out the door in an efficient manner so they can turn their attention to the meaningful work at hand.
5. Fortune 500 and S&P 500 Companies
Large international corporations with offices on multiple continents and thousands of employees generate incredible volumes of marketing assets in order to support worldwide marketing efforts. With such high volumes of content and personal data produced by and exchanged between teams around the world, it’s essential to have some method of keeping all that content organized, consistent, and, most importantly, in one place. Content must be equally accessible by teams in Frankfurt and Portland (for example) in order to ensure an efficient flow of information.
Does your business fall into one of these industries? Want to learn more about marketing asset management can streamline your processes and make regulatory compliance a breeze? Sign up for a free demo of Stream360, our Marketing on Demand platform.