Regardless of whether it is a small company or a large brand, getting all marketing activities under one roof and carrying them out effectively can be a special challenge in the company. This is particularly difficult when different groups of people are involved in marketing or the company operates in different locations. A Marketing Resource Management solution helps to bundle all marketing activities and activities and to work together on the best possible marketing success in one digital location.
Marketing Resource Management, MRM for short, is a platform that combines all marketing tasks. All data, processes and creative ideas are bundled here so that they can be used successfully together. The various areas that are used here start with the planning and budgeting of the marketing campaign as well as the practical implementation, but also include the creative development process and the digital asset management (DAM) required for this. In addition, the various resources can be coordinated and subsequently measured in terms of success.
The MRM thus offers significantly more functionality than a classic web to print or web to publish system. Here not only content is distributed and offered in shops, but the entire workflow of the marketing process is combined. This means that employees and partners can access all relevant information and processes on one system. Marketing resource management thus offers the possibility of digitally bringing the brand closer together. To ensure this, Marketing Resource Management combines different functions.
The MRM offers the possibility to collect the complete, company-wide planning and implementation of the campaigns in a central location. In this planning area you will find information on time processes, individual steps and priorities. In addition, not only content, but also the budget can be planned more precisely. The integrated performance overview shows how much of the plan was ultimately implemented and what budget was spent on it.
The area of content creation, i.e. the creation of marketing content and advertising material, is the creative area of marketing resource management. This is where the advertising material ultimately used is created and adapted to local and individual needs. Depending on the company's settings, it can be designed completely freely or based on templates. The corporate identity of the brand is preserved at all times based on the settings and guaranteed by possible approval loops.
In order to be able to design the advertising material as individually as possible, different content, images or graphics are required from the various branches. These can be released and shared from the head office via Digital Asset Management (DAM). The DAM database, which is shared here, contains the management of all digital content, such as images, videos, audios, presentations or documents that could be of importance to the employees. This enables uniform administration and regulated access to an accessible platform.
Another aspect of an MRM is the integrated brand portal. All information on the corporate identity and corporate design of the company is collected and made accessible here. Employees can find out everything about the fonts, colors and logos used at a glance. This leads to a uniform brand appearance, which can lead to a strong perception of the brand in the long term. In order to make the use of these specifications easier, ready-made templates can be created that have already been checked on the CD and used without approval.
In order to make the best possible use of this planned content created according to the guidelines, Marketing Resource Management offers the possibility of ensuring dissemination. The sales and distribution partners can access the MRM system, individualize and personalize the advertising material and order them directly. This offers the opportunity to be active in many locations and to skillfully use the knowledge of others for your own marketing.
In general, using a Marketing Resource Management (MRM) system saves valuable resources. In this way, time that is used for discussions, coordination and forwarding of content can be saved. The time saved also leads to cost savings, which can generally contribute to a more productive workflow. The focus can therefore be entirely on the targeted planning and implementation of marketing and more time can generally be spent on creative development and implementation.
In fact, MRM software is not only worthwhile for a large brand or corporation, every company in which different groups of people or locations are involved in the implementation of marketing can benefit from the functions of Marketing Resource Management. Above all, this facilitates the division of tasks and digital asset management if the marketing is not only carried out and planned by the central marketing department, but other parties (e.g. agencies) are also involved in the execution. Greater spatial distances can also be a reason to opt for an MRM.
With online access to the various content and data, the latest versions of advertising material can be accessed up-to-date and in real time.
The software solution offers the possibility to access the resources from different locations worldwide. This leads to a particularly flexible workflow.
No matter which content, which data or facts should be retrieved in relation to marketing. They are all digitally and bundled in one place and can be reached with just a few clicks.
Thanks to the bundled templates and data, communication across locations can be carried out uniformly and true to the corporate design. This creates a consistent brand image for the end customer.
With a one-time purchase of an MMR solution, a larger sum is invested in owning the software. This allows the product to be individually tailored to the brand and needs by the provider. In addition, when purchasing the software, training courses are usually offered for the head office and employees, which means that the program can be incorporated into the workflow as effectively as possible. Updates from the provider can be regularly integrated into the platform via an annual maintenance contract.
With the SaaS cloud programs, software is made available online in a web application. Employees can access all functions of the MRM solution with their own access data. This happens regardless of location and can be accessed from any device. Compared to license-based products, you do not have to invest a one-off, usually high sum, but a monthly fee for the use of the software. In most cases, this means that you always get the latest version of the software and receive constant further developments and updates from the provider. However, all employees need a constant and high quality internet connection in order to be able to work effectively.