What is a marketing service portal?
More and more companies are faced with the challenge of combining many locations or sales and sales partners under one brand. According to the saying "Many cooks spoil the broth", the marketing departments are also faced with the challenge that partners want to be involved in the creation and management of marketing materials and products. A marketing service portal can help manage these problems.
A marketing service portal is software that can be used to control the entire marketing of a company. This contains all available advertising media that are made available to the local partners, a direct overview and control function of order numbers and marketing successes as well as the possibility to communicate advertising measures and plans to the individual partners. This offers the possibility to optimize processes and to advertise in decentralized companies true to the corporate identity.
Advantages of a marketing service portal
- Relief of the central marketing department when creating advertising materials
- Lower process costs and easier arrangements through templates
- Targeted use of customizable products and advertising materials in local marketing
- Comprehensive marketing success through new advertising media in the offline and online area
- Reporting and control of all adjustments and orders made via the portal
- Automatic control and assurance of the corporate design for all products
Problems in local marketing
Without the use of a marketing service, the different contact persons lead to a large number of coordination and a lot of work in order to do justice to every stakeholder and to design, produce and publish the desired materials. Every order has to be received by the central marketing department, the materials have to be adjusted and media data or information may have to be requested. This is followed by a vote on the corporate design (CD) and a feedback loop from the partner. Only then can the order be placed and go into production. After that, it must be additionally guaranteed that it will be published and placed in the appropriate places. This management process is of course not only time-consuming and associated with high process costs, but also, due to the lack of integration of company systems such as media databases and CRM systems, also prone to errors. In addition, the manual processing of these inquiries does not make it possible to subsequently access evaluations, information and evaluations without consuming additional resources.
Improved workflow through a marketing service portal
In order to avoid all these problems and to guarantee a simpler workflow for all involved and contact persons, marketing service portals offer a holistic solution. The possibilities on the portal range from the management of classic web-to-print products such as business cards and brochures, to digital products and marketing materials in the image, audio and video area, right up to social media measures online. What is special here is the direct connection of service partners, for example, with whom an advertisement or a large-scale poster can be booked in the city center immediately after creation. The integration of the company's own social media accounts also offers the possibility of scattering online content directly from the Marketing Service Portal. The content for this can be called up in the system at any time via the cloud.
- Control of all marketing measures via a central system
- Connection of agencies, brokers, sales representatives or sales partners
- Marketing department (or specialist department) maintains marketing measures in the portal automated creation and booking of marketing measures
- Possibility to connect service providers (e.g. printers, agencies)
Marketing service and corporate design
Decentralized companies face a major challenge, particularly with regard to corporate identity and the correct use of images, logos and colors. In a marketing service portal, information and guidelines can be published and templates created that only allow the local partner to make changes that conform to the design. By integrating internal media databases and CMR systems (in the cloud), every user can personalize and adapt their marketing materials online without running the risk of violating the CD guidelines. In addition, the partner can directly set up the media in the Marketing Service Portal and redeem subsidies and discounts directly when paying. The automated process can reduce the number of feedback loops and contact persons in order to make marketing as efficient as possible.
Optimize process costs through marketing service portal
The system can optimize processes in local marketing, which not only saves time but also costs in the long term. Due to the decentralized structure, many processes are carried out in the companies by various local partners and brought to the head office. Through the marketing service portal, the company's headquarters can distribute the content and at the same time give it to many locations. Feedback loops can also be simplified and dealt with directly via the portal. This saving in work steps means that a process can be used for many partners and an enormous reduction in process costs is achieved. These saved costs and the additional time can be used increasingly for planning and optimizing marketing. Further information on the calculation of process costs can be found here.
Example of a process cost calculation:
|Activity||Manual (in minutes)||Automatic (in minutes)|
|Inquiry at marketing / marketing service portal||15||5|
|Structure of the ad||60||15|
|Send PDF to the client||5||0|
|Handover of final print documents to the client||5||0|
|Approval for printing by the client||5||5|
|Forwarding to print service provider / customer||5||5|
|Cost per advertisement (hourly rate: 70.00 EUR)||140,00 EUR||35,00 EUR|
How to Obtain a Marketing Service Portal
When purchasing, a one-time investment is made in purchasing the software license. The portal is therefore in your possession and you can install it locally on your servers and make it available to your employees and partners. Training, additional information and familiarization phases are often offered so that everyone can make the best possible use of it. In most cases, when purchasing, the system can also be adapted to your own company needs and wishes. The one-time, high purchase price depends, among other things, on the scope of the solution.
In comparison, a cloud solution (Software-as-a-Service) offers the possibility to obtain the software via a web application. So nothing is loaded onto the local computer, but is used purely online via the cloud. Every employee and partner who works on marketing receives their own access data and can access the software. Due to the monthly costs, the system is not acquired, but only a right of use for a certain period. With regular updates, the Marketing Service Portal remains up-to-date and efficient even after years.
Overview of the most common questions
A Marketing Service Portal is a platform on which the complete marketing service of a company can be controlled. Employees as well as sales and sales partners can access the available advertising materials on the portal, edit them and order them directly. It also offers the company the opportunity to stay informed about the orders and promotions of the partners and to analyze the marketing success. This offers the opportunity to optimize future planning and to conduct efficient, uniform and targeted marketing.
Any advertising and marketing measures can be obtained via a Marketing Service Portal. You can provide your partners with templates for the various areas of online marketing, the print and out-of-home area as well as for audiovisual content. In this way, the sales and sales partners can build up a local, cross-media marketing mix and also use new channels such as social media.
No matter how many partners you work with, a marketing service portal is suitable for all decentralized companies. As soon as you have to spread your local marketing through various sales and sales partners, you can benefit from this software solution.
The software-as-a-service portal's cost model depends on the number of users, since it is not the program that is purchased, but access to the web application. We would be happy to advise you on the license fees for hosting, maintenance and further development of the system.
The basic version of a Marketing Service Portal is ready for use after 48 hours and you can start building up articles and templates and integrating your users. The expansion with individual desired functions or the integration of further interfaces (to DAM or CRM systems) depends on the requirements.
The costs that your company can save by using a marketing service portal depend on their workflows and processes and can be determined using process cost accounting. We would be happy to assist you with the calculations.
In comparison to web-to-print and web-to-publish systems, a marketing service portal offers a platform on which any cross-media marketing material can be created and published / ordered. In addition, the marketing center can display recommendations via campaign pages and a marketing and budget planner so that the partners can orient themselves on the advertising recommendations. This enables partners to be provided with corporate design-compliant advertising materials that can be customized with just a few clicks.
Who is already using a system?
Since the end of 2018, the internationally active trading and services group has been meticulously working to take the marketing activities of its more than 15,000 employees to the next level locally.
Local marketing with the Local Brand X Marketing Portal - with the "Gothaer My Marketing Portal", Gothaer's independent sales representatives become individual, local brand ambassadors.
Provide information online in the KanAm Grund sales network at the right time and in the right place.