Branding and marketing tools is important going forward in the digital ageIn 2017, Digitization and automation were established as terminology trends. We automate and digitalize our corporate facilities, production processes, even our homes and we are constantly looking for new approaches to optimise our working life through digital tools and systems. All with the purpose of becoming more efficient, seamless, and increase revenue. In the corporate world, accountants and corporate have their ERP systems, sales persons have their CRM systems, human resources have their HRM systems and so on and so on. For brand managers and marketers however, very few have started the journey confusing MRM tools to automate their working processes. In 2016, marketers at all performance levels, 63% said they would increase spending on marketing tools and technology over the next two years. (Source: The State of Marketing Leadership, 2014). Still today, many brand- and marketing departments still base and depend on their own abilities and manual processes to structure, perform, communicate and execute. Simultaneously, we know that a marketer’s responsibility in a company is to ensure that products and services are sellable through brand building and marketing tools. Additionally, with the ever-increasing demand for information to reach the market faster and consistently, we see that manually processes are no longer effective enough. No marketer can expect to keep up without the correct tools to support them?
The trends are changingWith challenges such as budget constraints, qualifying marketing’s return on investment, communicating with one voice or reaching your target group fast enough, marketers must also embrace the new era of digitalization. In the blog, 2016 State of Marketing, findings show that top marketing teams must get smarter with tech adoption. To keep pace with a dynamic industry and continually make marketing communications smarter, 72% of top teams say they will increase spending on marketing tools and tech in the next two years (Source: 2016 State of Marketing ).
Everything is moving faster, including the decision-making processResearch show that 55% conduct online generic searches for reviews and recommendations and 47% search company websites before purchasing or contacting a company (Source: 2017 Global online consumer report, KPMG). With that in mind, your brand’s digital presence and availability depends on how strong your brand is in terms of perception and recognition, how well you communicate your message and stay consistent in every channel, in every market, to every target group. In return, you build brand awareness in your buyer’s consciousness, hence increasing your chances of being in the digital decision-making process.
Controlling your brand in the digital ageSuccessful marketers in the years ahead will place brand purpose at the core of business and brand strategy and use it as a lever of growth with internal and external audiences (Source: Top 3 disruptive marketing trends for 2018). Investing in branding automation and marketing automation (MRM) is a “must have” in any organization, ensuring a solution where all your brand assets and material is in one place, always updated, always available and self-serviced. Subsequently, you eliminate the many challenges marketers have, and facilitate smarter and more seamless processes with brand consistency and communication in mind. As a result, you keep brand consistent regardless of localization and target group. You will have complete control of all your activities, and the tools to measure and understand the value of your marketing expenses and return on investment. Make sure you are equipped to meet the digital evolution and take your brand and marketing to the next level, the advantages are many;
- One source of truth
- Brand control
- Increased transparency on your activities, communications and investments
- Increased flexibility
- Decreased time-to-market
- Reduced marketing expenses
- Increased sales revenue