Trends in Marketing Asset Management and Digital Asset Management Software
1. Mobile Marketing
It’s no secret that the use of mobile devices is growing exponentially. As a matter of fact mobile advertising will make up for over 70% of digital ad spending in the US by 2019. From the way we communicate to the way we choose and consume our products, we live in a rapidly-moving society; Marketing Asset Management softwares should be able to allow end-users to not only create and edit, but also store and share assets via their mobile device. Just as well, the marketers that manage these platforms, seeing that they are mobile users just like the end-users, should begin to see more platforms that grant them the ability to take care of their marketing asset management needs while mobile.
2. Faster Technology Implementation
We’re living in the world of “right-now”! Society as a whole has become used to instant-gratification, and has now come to expect it. This means your customers share this mindset, and with all of the content flooding through social media channels every day, these customers are holding marketing to the same expectations. As they do for all technology, your audience is looking for faster results, a streamlined user workflow, and improved processing speed in a marketing asset management solution. Specific to marketing asset management though, marketers are searching for a solution that will give them the ability to manage assets in the most efficient way possible in order to keep up with production. As far as marketing technology is concerned; If the tool is faster, the tool is favored!
3. Global Campaign Efforts
When it comes to marketing efforts, it’s nearly impossible to measure effectiveness without measuring metrics. Marketers expect to see at least some degree of metrics in any marketing tool, as they’re necessary for marketers to determine the effectiveness of their efforts and adjust them accordingly. With this in mind, marketers should expect to see varying degrees of metrics integrated within marketing asset management solutions as well! I say varying, because the metrics to be collected depend on the marketer’s areas of interest. While some marketers would like to know which assets are being printed, others may want to know which assets are being used and shared the most. Either way, we know 2 things: 1. Numbers help marketers make smart decisions. 2. Marketers see the value in metrics, and expect their tools to include them.
4. Marketing Automation
With the rise in use of technology, marketers are finding themselves with more work on their plate than ever before. From search engine optimization to managing multiple social media channels, it’s now easier than ever for marketers to get buried under their workload; This is where marketing automation can make a huge difference! There’s a variety of ways that marketing automation could be apparent with asset management systems; a great example of which is CampaignDrive, a marketing automation/digital asset management program developed by Pica9. CampaignDrive houses a variety of marketing automation functionalities, including the auto-population of data, the production and storage of creative, and the use of templates to quickly create and publish documents.
Automation will effectively simplify marketing asset management workflows, leaving your marketing team more time and energy to invest into developing creative.
For more information on how a digital asset management system could take your marketing to the next level, read How Digital Asset Management Tools Foster Innovation.