Why Marketers Require Self Service Brand Management

Oct 08, 2010

Vya Staff

Today’s marketing professionals are faced with an ever expanding marketing mix (where to spend their marketing dollars). Not only are they expected to be experts in the traditional forms of marketing, but also continue to master the new marketing options invented nearly every day. There is so much opportunity, yet still the same amount of time in the day and in today’s economic climate, fewer resources to execute on the overall marketing strategy. All these conditions warrant a very serious look at marketing program efficiencies.

One of the key aspects of marketing is to create, mold, and protect the brand. Luckily the marketing professional now has tools to accomplish this key initiative in a self service manner. What do I mean by self-service? I mean that a marketing program can now be launched across a large community and the brand control is built into the program. Local resources are able to access marketing programs, execute on initiates, in a self service manner, under centralized brand control. The focus of the marketing professional is then on strategy, innovation, and creativity – not on day to day monitoring and troubleshooting.

For example, a marketing professional at a regional bank launches a campaign to promote a new financial planning product. There is centralized control of creative services, brand messaging, and procurement of marketing products and services at a centralized rate, because the marketer then launched the campaign through a platform such as DocuStar’s MarketHUB+. The marketer’s work then moves onto the next campaign because the campaign moves into a self service, monitoring stage. Individual banks access the assets; customize them for their local branch, all with the underlying brand control seamlessly built in. There is no more duplicate creative on the local level that frequently distracts from the brand and wastes precious resources. The marketer’s role after launch is then one of monitoring the activity at each branch, the results of the campaign, and the budget which can be distributed down to the branch level. Centralized access to data enables the marketing professional to fine tune their campaigns based on an enterprise view.

Marketers deserve tools that free up their time so they can focus more on innovation and creativity. DocuStar, a Cincinnati based Digital Printing and Marketing Services provider makes marketing easier.

Learn how Vya can help simplify local marketing through our marketing resource management systems, solutions and print expertise.

Tags: Blog, Marketing Programs, marketing tools, marketing campaign, marketing resource management

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