by Jean-Pierre Eiséle
Plan, create, produce, adapt, measure, re-plan… the saga for marketers never ends as they look to complete the projects entrusted to them.
To help make it easier we have highlighted a few of the things it would be good to avoid on a voyage into the not-so-unknown territories we see every day:
1. Controlling the marketing ecosystem
In a marketing meeting, a CMO explains to his team the specific creation and validation process for a campaign which he has just discussed with the agency. Noting his colleagues’ doubtful reactions, he enthusiastically sketches an explanatory diagram, though somewhat in vain!
☛ In the 21st century, it is crucial to be able to control the marketing ecosystem from end to end, in a more collaborative and versatile way, or in other words, precisely drive operations from a single, secure, intuitive interface, connecting all of the stakeholders with a single process flow. This allows teams to collaborate easily, rapidly update, retrieve and share information and contents, measuring their actions accurately to improve next time.
2. Ensuring the safe management of marketing campaigns and rights
The agency Account Director arrived wearing a smile. “It’s time for you to spread your wings and show us what you can really do (this is strange, everyone knows he’s a control-freak and never lets his staff make their own decisions) blah blah blah… in short, I’d like you to look into the constraints linked to adapting this advertising campaign to the Chinese market!” He concluded his rhetoric by tossing a 200-page file onto my desk…”
☛ In a modern marketing organisation, it is essential to avoid disputes, respect contract and copyright agreements, keep up-to-date with the legal environment and thoroughly integrate each country’s cultural dimensions, in order to re-use/adapt a project’s key contents, and secure the confident roll-out of the campaign. Centralising all of these actions, data and knowledge, with managed access to it, enables the ecosystem to build and improve organically.
3. Guaranteeing confidentiality and managing user roles flexibly
A crisis meeting at the agency! Our latest campaign idea has leaked and the client has found out! Catastrophe! In an attempt to rein in the pandemonium, the Business Director is in a conference-call with the USA and China to track down the troll. Hearing him, anyone would think he was talking to us about the latest video game to hit the shelves, and that we were all going to have to wear 360° helmets to destroy the baddies!!
☛ Whoa there, let’s come back down to Earth! Today, an agile solution exists that can be adapted to even the most complex of organisations, to manage access, roles and permissions accurately and flexibly. We can avoid the insecure content transfer tools, sharing content and documents whilst maintaining confidentiality across multiple stakeholders. Yes, it truly does exist, and is easy to implement!
