How to release the power of marketing organizations ?
by Jean-Pierre Eiselé
44% of marketers doubt their ability to cope with the changes brought by digital transformation (7% more than in 2015 *)
Marketing grows exponentially.
Every day, marketers work to create content for ever more demanding consumers; in fact, the latter expect more responsive brands and more relevant and attractive content in order to meet their customer needs (74% * required), all through better mobile experiences (68% *).
* Source: Adobe
This is an ongoing challenge faced by marketers who are struggling day after day to organize their activities effectively in a timely manner. However, they must keep the pace with the increasing demand for digital content, while controlling their operational costs.
How to release the power of marketing organization?
Clearly, there are some market responses to the ever-changing modifications related to the growing marketing complexity:
Collaborative platforms more or less adaptable to the environment of the marketing and communication trades,
Marketing automation applications, each evolving in its own ecosystem and creating new technological silos, (the number of martech applications has thus been multiplied by more than 25 in 5 years, from 150 in 2011 to more than 3,850 in 2016 **),
Many solutions for the management and distribution of digital content (Adserver, DAM, ECM), often fragmented which require juxtaposing several tools to obtain an efficient result at the cost of superhuman efforts.
However, no solution provides a comprehensive, adequate and simple response that enables marketing teams to become master of their activities. These solutions often work independently without ensuring interconnectivity, which does not promote business agility, making the collaboration more difficult, and extend deadlines and costs.
** Source: Chiefmartec.com
The Grail: the all-in-one solution
It is surprising to find that marketing is one of the company’s latest departments that is lagging behind in the use of optimization tools. Nevertheless, there has been a dramatic change in recent times, under the pressure of the market, which is pushing organizations to refocus on strategies that allow to better reach the consumers and customers and more quickly.
Conscious of this, more and more Marketing Departments are looking for an “all in one” solution that integrates and aggregates all the features and tools that can help them to free up time. A solution that is both ergonomic and powerful, which simplifies and improves collaboration between stakeholders around a project and its contents, while facilitating access to marketing automation applications.
In a world that has become very complex, only a progressive and collaborative platform, simplifying the management of all marketing and communication activities will help employees become more efficient, provided that they manage, control the consistency of the content and thus guarantee the digital heritage of the brand. Finally, this all-in-one solution must be able to plug into the best marketing automation applications of the moment to automate the production and the control of effectiveness of the campaigns.
Can your organization benefit from these improvements in 2017?
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