How Marketers Can Control Operational Efficiency

How Marketers Can Control Operational Efficiency
SHARE
THIS



Many Australian marketers are not aware of how marketing resource management (MRM) tools facilitate can better business decisions and transform marketing delivery, according to Teradata.

Marketers that don’t use MRM tools can’t monitor marketing operations appropriately and risk being unable to properly manage marketing resources, control processes and assets as well as demonstrate return on investment.

Trends in marketing such as higher volumes and channel explosion rely on full visibility. Teradata believes businesses must use MRM platforms to gain complete visibility of marketing activities and real-time insights to guide business decisions and increase efficiency.

Simon Bowker area director, Australian Marketing Applications team, Teradata, said, “There are two types of marketers: those who plan and those who follow their gut feeling. Marketers will always have a gut feeling about a project progress but this is no longer sufficient. They must equip themselves with the right tools.

“Many marketers spend time manually changing campaign details rather than focusing on strategy and ideation. Marketing is now a profit-centre and, as such, needs a centralised view of operations to show return on investment.

“Over recent years, marketing has been turned on its head with the proliferation of technology and digital channels, and businesses are struggling to cope with these changes. MRM tools are the only way in which you standardise and get control of your marketing operations.”

Teradata has identified four ways technology gives marketers control of operational efficiency:

1) Understanding effective workflows

Marketers that don’t have MRM tools to manage workflow can’t properly track campaign progress or fully understand what works and what needs to be improved. MRM tools can simplify complex marketing workflows and create re-usable, efficient processes. MRM is the only way marketers can standardise and gain control of operations to let new customer-centric conversations take place.

Bowker said, “Making changes to campaign processes without solid evidence is risky. Campaign tracking can help to pinpoint problems in the workflow that need to be rectified.”

2) Control over spend

MRM platforms let marketers see current and projected budget spend in real time so they can make adjustments as needed.

Bowker said, “Marketing has been transformed by technology. Brands are now expected to react in real-time to their customers’ needs and behaviours. Yet, many still rely on manual processes and spread sheets to manage their budgets and resources. Companies that don’t have real-time control over marketing spend will quickly lose their market leadership positions to more agile companies who are looking to disrupt.”

3) Measuring resource availability

MRM platforms deliver a clearer, overarching view of campaign resources. This helps marketers assess where budget and human resources can be stretched over more initiatives. This can improve operational efficiency and the organisation’s bottom line.

Bowker said, “Multichannel, high volume campaigns are increasingly common. A comprehensive view of all resources in real-time is impossible without MRM tools tracking teams and budgets and flagging potential risks. Marketers that have the technology in place to track the visibility of all resources have a competitive advantage because they are better equipped to make fast, informed decisions.”

4) Version control

Manually keeping track of design and content versions across multiple projects, teams and channels can be difficult and small errors can lead to big problems. MRM platforms give marketers a central view of all versions to ensure changes and comments are accurately tracked, and the latest version is used.

Bowker said, “Marketers that must manually track versions of copy and designs are at higher risk of errors, which can be costly for the business. By having the technology and tools in place will ensure the correct version is used and also save marketers time cross-checking versions.”

Please login with linkedin to comment

customer acquisition

Latest News

Clemenger BBDO’s ‘Exceptions To The Rule’ Recruitment Program Now Open
  • Advertising

Clemenger BBDO’s ‘Exceptions To The Rule’ Recruitment Program Now Open

The annual search for Australia’s best and brightest talent has launched today through Clemenger BBDO’s ‘Exceptions to the Rule’ program, with applications open for placements across Clemenger BBDO Melbourne and Sydney. ‘Exceptions to the Rule’ is a commitment to the agency’s belief that the future leaders of the creative industry aren’t solely coming through traditional […]

The Six Types Of Meetings People Despise
  • Media

The Six Types Of Meetings People Despise

Donna McGeorge (pictured below) is a speaker, author and mentor who helps people make their work work. She is also author of The 25-Minute Meeting: Half the Time, Double the Impact. In this guest post, McGeorge says most of us despise the office meeting and here’s the six worst types… I once heard a very senior leader […]

Opinion

by B&T Magazine

B&T Magazine
Mango Melbourne Announces Three New PR & Event Hires
  • Marketing

Mango Melbourne Announces Three New PR & Event Hires

Mango Melbourne, part of the DDB Group, has welcomed three new team members following recent business growth. Carol Laws (right in photo), Janette Henstridge (left) and Maddie Poulson (middle) bring with them experience across PR and events, in sectors including consumer, retail, telecommunications and fashion. An account director with previous roles at Kate & Co […]

Why Curiosity Matters In Leadership
  • Opinion

Why Curiosity Matters In Leadership

Corrine Armour (pictured below) is a leadership expert who helps leaders and organisations develop fearless leadership and deliver transformational results. Armour is also the author of Leaders Who Ask: Building Fearless Cultures by telling less and asking more. In this guest post, she asks are you a genuinely curious leader or just a judgemental one? Curiosity creates […]

Opinion

by B&T Magazine

B&T Magazine
Businesswoman hand connecting jigsaw puzzle, Business solutions, success and strategy concept
  • Media

Tealium Partners With The Lumery

Tealium, the leader in real-time customer data orchestration solutions, and The Lumery, a full-service customer experience agency, have partnered to bring to life the vision of a full MarTech ecosystem for Vocus Communications. Vocus recognised a huge opportunity for growth through the digitisation of their consumer brands. As such, Vocus has begun the process of […]

McCann Names New MD For Melbourne
  • Advertising

McCann Names New MD For Melbourne

McCann's new Melbourne MD is promising sweeping changes. Well, at the very least delicate carpet shampoo changes.