Take The Chaos Out Of Your Day-To-Day With Marketing Operations Software
Anyone working in a large marketing department knows daily operations can be exhausting and chaotic, to say the least.
The expectation is to work faster to produce greater volumes of content, across more channels, for new markets and products, all while retaining your creative edge. Factor in the regulatory requirements that must be adhered to and management of marketing output can become a messy affair.
“The marketing department today has to do more with less in a fragmented market, dealing with multiple freelancers and agencies, and brand reputation is the number one priority in the current environment,” says Tessa Court, CEO of Marketing Operations Software IntelligenceBank.
As the ‘marketing disaster’ headlines in today’s news suggest, companies who have not invested in technology to manage their operations often get caught out.
In fact, recent marketing campaigns for Samsung, Deliveroo, Toyota, Telstra, Optus, Dodo, STA Travel and PETA were all found to be misleading or include false claims.
With increased scrutiny and new regulations, marketers have had a firecracker put underneath them to change their ways.
The Banking Royal Commission in Australia and the General Data Protection Regulation (GDPR) in Europe are two examples of the regulation vice tightening.
Because of these pressures, marketing operations software has emerged as a preferred solution for enterprise businesses. It seamlessly integrates digital asset management, brand management and MRM software to provide a system that streamlines marketing processes, protects your brand and ensures consistent marketing compliance. And most importantly, it has an audit trail.
Prior to marketing operations software, it was necessary to have an ad-hoc martech stack to manage day to day activity.
A combination of email, spreadsheets, project management tools, third-party file transfer services and shared drives were used to manage marketing output, yet these stand-alone technologies aren’t easily integrated and require a large amount of administrative input.
The result was that spreadsheets weren’t filled in, creative assets were not controlled nor centralised, deadlines were missed and approvals became stuck in a pile of emails.
Marketing operation software pools key solutions into one platform, through which businesses can enjoy multiple benefits.
The first is streamlining processes for creative production and marketing operations.
Enterprise Digital Asset Management (DAM) acts as a single source of truth to store and distribute all approved creative, making content easy to find and manage.
By pairing DAM with online briefs, automated workflows and approvals, important steps in the creative process aren’t missed, and deadlines and requirements are met. These features reduce marketing administration by a considerable amount.
Brand protection is also a key feature of marketing operations software.
Online brand portals allow you to clearly communicate your brand guidelines with external creative teams, sponsorship partners, or internally.
Where needed users can access approved brand assets, stored within the digital asset management system. Without proper processes, marketing departments have to deal with excessive administration, and uncertainty around brand and marketing compliance stifled creativity.
By removing these barriers your teams can be freed up to focus on producing great creative content.
While many mundane administration tasks can be automated using marketing operations software, it’s important to have a single place to plan, manage and execute your marketing activity.
Custom briefs, projects and tasks provide you with the tools for effective marketing project management.
Briefs allow you to collect all relevant information for creative production, campaigns or daily tasks so that work doesn’t get held up waiting for missing information. They also ensure that compliance requirements are considered from the beginning. By completing projects and tasks within the platform and viewing them in calendars or using kanban boards, there is transparency into who is working on what, when, and visibility of potential roadblocks.
As marketing operations software is accessible via an online portal and governed by user groups and permissions, it can be utilised by multiple teams in your business, agencies or third parties. This ensures that all activity occurs within the one platform, giving users a birds-eye view of how close work is to completion. Access across multiple teams increases communication and transparency between them, breaking down traditional silos. It also increases user adoption of your software.
Creative agencies can collaborate on work with online briefs, annotations and version control. Then, when work needs to be checked for regulatory requirements, legal departments can easily view and approve.
While the immediate benefits of marketing operations software include brand protection, management of digital assets, unshackled creativity and increased collaboration, its marketing compliance with a clear audit trail that will protect your business from the negative effects of a tango with regulators.
By moving to an integrated marketing system, it’s possible for marketing teams to effectively scale in an increasingly demanding industry, without sacrificing creativity or compliance.
Latest News
Scroll Media Recruits Costa Panagos From Twitch
Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]
General Motors Snares Heath Walker From Scania
General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.
Spotlight On Sponsors: Carsales Strikes With Another Storm-Based Team
Think our hacks are living their sports journalist dreams vicariously through B&T? Confirm it with this reporting.
Commission Factory & AGL Energy Ignite Strategic Partnership To Empower Australian Energy Consumers
Concerned by global warming yet ran the fans non-stop over summer? Add to the guilt with this read.
Allied Nabs Nicola Gold From Pico International Dubai
Seasoned marketer relocates from Dubai to Sydney. Says the shopping's not as good but at least you can get a drink.
Nine’s Push For Gold, Silver & Bronze Ad Opportunities Could Break New Ground In Broadcasting
Nine insists that AI won't dominate its Olympics coverage. And not merely because Bruce McAvaney doesn't understand it.
TV Ratings (16/04/2024): Toxic City Girls Too Much For Farmer Bert
Fans calling out toxic behaviour on Farmer Wants A Wife, seemingly unaware that's the very premise of any dating show.
Kaimera Wins Afterpay ANZ Media Account
Have couriers even started to mention you're overdoing the online shopping? Probably best to avoid this Afterpay news.
Industry Reacts: Stuff Group Swoops In To Save 6pm News After Newshub Closure
As you'll read here, New Zealand's media's in a right state of flux. And nor have they forgotten 1981's underarm.
a2 Milk Launches “Only a2 Will Do’ Brand Platform In First Work From BMF
A2 milk drinkers tend not to bother everyone with their gut health issues & it's a lesson for vegans & the gluten-free.
Can You Recite It In Under 4 Seconds? Maccas Relaunches Iconic Competition With Modern Twist
Do you know what would make a fantastic ad? Drunk people at 3am trying to recite the ”two all-beef patties"
‘Liar, Liar’: Lehrmann Exposed As High Profile Defamation Case Comes To A Close
Having exhausted all avenues in his defamation case, is there only one option left for Bruce - reality television?
MECCA & Fendi Among Premium Advertisers For oOh!media Woollahra OOH Network Launch
If you've not been to the snooty suburb of Woollahra, the locals would like to thank you again for staying well away.
Yahoo Academy Announces Class Of 2024
This academy is strictly for "emerging leaders". Courses don't include 'sleeping at your desk' or 'bunking off early'.
Top 35 Media Leaders Announced For 2024 TikTok Agency Accelerator Program
Despite the ban threats, TikTok keeps marching on. Cementing its reputation as the Julian Assange of the tech.
AiMCO Announces First-Ever Diversity Webinar To Explore Inclusion In Influencer Marketing
Think influencer marketing's a little on the white side? This free webinar's for you. Sadly, it's not given TV ideas.