Marketing Resource Management has become an essential part of new marketing approaches. Despite its popularity, its role in digitizing the business and its impact on marketing is sometimes unclear.
What is Marketing Resource Management?
Marketing Resource Management or MRM brings together a range of technologies, resources and production processes associated with the creation and organization of marketing resources – from idea to distribution. In practice, MRM includes both the resources available to teams and the relationships with external stakeholders and internal validation processes. MRM aims to organize, automate and optimize all content tasks. Its main objective is to reduce production and operating costs, increase the efficiency and performance of marketing content and ultimately obtain a maximum and rapid return on investment. MRM solutions can meet the needs of a wide variety of company profiles. From the smallest to the largest, from the most specific to the most generalists. All organizations can benefit from the advantages of an MRM strategy and the related solutions and processes.
What are the main tools and functions of an MRM approach?
An MRM approach combines several tools (softwares), processes and principles to perform all the tasks assigned to it. Here are some of them:
- MRM relies on a media library, a DAM solution, to store, filter, index and organize digital assets. A DAM system is a key element of MRM, centralizing all the resources and information marketing teams need when working on a project, whether it’s a product marketing campaign, a lead generation campaign, or a communications campaign. The efficiency of indexing is critical to ensuring the proper functioning and full utilization of a DAM solution. Content indexing and metadata allow users to easily and quickly find the resources they need in this central repository.
- Brand identity guidelines and editorial and graphical charters are used to standardize the brand image across all media and distribution channels. These are the pillars of a strong brand identity and integrity.
- A Creative Project Management solution to simplify and automate creative processes. It allows you to plan projects and organize the exchange with the right people over time. This tool is used to support the iteration (creative review) and validation process of content.
- Both internal and external workflows are essential processes to ensure the validation of content in accordance with business rules. By centralizing these processes on the same platform, it is easier to keep track of the progress of each project, streamline content creation processes, record all actions performed, and organize the work of each project participant through schedules. This is the “Creative Workflow “component and the planning of this approach.
- A Distributed Marketing Management solution is used to facilitate the tasks of adapting and localizing content. This solution is particularly useful for international companies or those with many different brands and subsidiaries, as it allows the creation of templates and defines rules for colors, typography, logo positioning and the general appearance of marketing materials. In an MRM solution, these templates are accessible and can be changed by any authorized person. This makes it easy to create advertising campaigns at all levels, from international to local, to ensure brand identity and coherence.
- In order to control and manage the distribution of content, companies are finally opting for a Digital eXperience Management solution that complements their MRM system. A tool that can guarantee the quality of distribution by dynamically adapting content to end users across all digital channels according to their context. A tool that measures the distribution of marketing content, tracks its usage (proper or improper) and evaluates the performance of each asset. A comprehensive MRM approach also allows you to evaluate the effectiveness of ongoing marketing campaigns. The views, shares, mentions, etc. An essential approach to analyzing the impact of assets.
When should I use an MRM solution?
How can you find out if you should invest in an MRM solution to develop your marketing organization?
Here are some simple questions:
- Do you work with multiple freelancers or vendors to create and distribute your marketing content?
- Do you have a central repository for managing all your content (photos, videos, editorial content, documentation, PDF, etc…)?
- Do you need to work internationally with many subsidiaries or with different brands and departments of your company?
- Are you facing challenges related to:
- the organization of your marketing production?
- the provision of a repository of validated media and templates to employees, partners and subsidiaries?
- the local adaptation of a global marketing and communication strategy?
- the distribution of content across all digital channels?
- Do you have the means to ensure that your brands are respected and that the best practices are followed?
- Do you have a tool to customize distribution and accurately measure the performance of your content?
If you’d like to learn more, here are some tips to make your MRM project a success.