How Marketers Can Control Operational Efficiency
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 acquisitionLatest News
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.
Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
Rot your teeth, get fat and support women's sport all at the same time with this sweet new sponsorship arrangement.
Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia
Chicken chain unveils important First Nations initiative. The actual chickens more concerned with the Adani coal mine.
Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel
MFA Awards adds some serious clout to its judging panel. Still no confirmation Paulini will be performing on the night.
Connect Hearing ‘Sounds Good’ Platform Via Bread Agency
Every office has that one hard of hearing person that's oblivious to the fact. Ramp up their insecurities with this.
Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March
Data shows Aussies prioritising light entertainment over hard news. And who can blame them if you've seen the hard news!
Fur Media Partners With Mad Paws To Support Advertisers
It's never good if your office smells like faeces & brine chunks in aspic. Not if you're pet-friendly agency Fur Media.
MAXIBON Drops Epic Flavour Collaboration Via SICKDOGWOLFMAN
There are few pluses to be had with global warming, except the extension of ice-cream eating season.
Sling & Stone Scrubs Up With Lush Account
Got friends at Sling & Stone? Expect the dreaded loofah and bath bomb for birthdays/Christmas this year.
SBS’s The Cook Up With Adam Liaw Produces ‘Fewer CO2 Emissions Than Industry Average’
SBS could go full vegan for Adam Liaw's seventh season and reduce its TV audience and emissions by 99 per cent.
GumGum & Playground xyz To Merge Media Portfolio, Creating “Powerhouse” Ad Suite
GumGum & Playground xyz tap into consumer mindset. B&T prefers tapping a keg, but whatever works.
All The Winners & Grinners From The TikTok Young Lions Awards Night!
Last week saw every part of the human experience: Exalted, devastated, exhausted & stuffing sausage rolls in the corner.
TV Ratings (21/4/24): Farmer Wants A Wife Wins Sunday Prime Time
Farmer Wants A Wife does make the country life seductive. Apart from the manure stench & the bleating roosters at 5am.
Australia’s Automotive Industry Shifts Gears With CTV
How much was CTV responsible for Australia's record car sales in 2023? Or those horrible oversized American utes?
Australia’s C7EVEN Communications Launches Services In Japan With New Tokyo Office
Aussie comms agency unveils its Tokyo plans. Confirms it's still getting the hang of the toilets over there.
Daniel Goldstein Promoted To Head Of PR At Example
Try as he may to surreptitiously blend in with the wall in his photo, this PR fellow still relatively easy to spot.
Marie Claire & Volvo Partner For The Planet: Nominees For The Inaugural Marie Claire Sustainability Awards Announced
Fashion bible Marie Claire unveils its Sustainability Awards. Yet still refusing to recycle 2023's maxi skirts trend.
Sefiani Unveils A Wave Of Promotions & Appointments
Life's good in PR/comms as Sefiani unveils new hires. Well, bad news for media sites obsessed with redundancy stories.
Yahoo Launches Identity Solutions For CTV
Connected TV just got a whole lot more exciting with this innovation. Bar the incessant Friends re-runs.
Infosum Launches Data Clean Room Solution With Samsung Ads Australia
Infosum & Samsung Ads launch a data clean room solution that's a lot more than a Wettex & squirt of Ajax.
Fast 10: Bread Agency’s Amaury Treguer On Its “Unrivalled” Social Commerce Focus
Bread Agency's Amaury Treguer takes B&T's Fast 10, as he reveals why he won't be sandwiched up against the opposition.
X And Elon Musk To Sue Australia’s eSafety Commissioner Over Sydney Stabbing Takedown Order
If this all wasn't traumatic enough, Elon weighs in to prove he's the world's richest man & world's biggest dickhead.
CRA Siren Award To Be Presented At B&T Awards 2024!
Often attend award nights & think "I wish this night would never end"? Well, B&T's just got that tiny bit longer.