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"HOW DOES DAM RELATE TO MRM?"
As marketing efficiency consultants and implementers of Marketing Resource Management (MRM) software solutions, we have increasingly received questions about how DAM relates to MRM. Where DAM is focussed on controlling everything around your content elements, where CRM tells you where it is most likely to find a customer, MRM links the two together and helps you to create, produce and distribute marketing material within time and within budget.
In the process of bringing your marketing message to the consumer, you need to create copy and images, you need to publish these digital assets in a certain format, you need to procure print or media space and you need to distribute the message. This involves many different processes, skill sets supported by a variety of software, ranging from DAM to CRM, including also ERP and BI.
The challenge marketing managers face today is to integrate all these different areas within the marketing department. For companies this results into a quicker time to market of campaigns, decreased costs for print orders, increased consistency of marketing material, etc.
We have created a model that helps marketers increasing marketing efficiency by designing a roadmap for integrated marketing. We identified and described the ten functional areas of marketing. As an additional result, software vendors explained us that the same model helped them to create their own roadmap for adding new functionality to their software. In this paper, we highlight DAM within the MRM space and show how you can create an overview covering all those different areas in marketing.
We will describe and explain the model of "ten functional areas" in this paper and show how CRM and DAM will eventually meet. We will discuss some high-level trends that we have seen over the last decades that make marketing environments increasingly complex. Seemingly small changes can have a major impact on the manageability of marketing. You will see complexity is "exploding" at this moment. Using commonly accepted communication models as a starting point, we provide a framework for our MRM model of ten functional areas.
THE ORIGIN OF MARKETING COMPLEXITY
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