Marketing process optimization technologies are emerging everywhere. Yet none fully address a corporate marketer's needs and none fit the definition of a complete, integrated enterprise marketing management system. But that doesn't mean you shouldn't start implementing EMM today. Saepio's Enterprise Marketing Management Strategy Guide is designed specifically to help CMOs and VPs of distributed marketing organizations - those organizations whose success depends on franchise networks, VARs or chain store marketers to carry the national brand message to the local level - begin the process of building an Enterprise Marketing Management technology roadmap. This workbook will help you understand what EMM is, how it can help you prepare for tomorrow's consumer, why starting to implement your strategy now is important, and specific actions you can take to build the case to include EMM in your budget.
Distributed Marketing Leadership Series
The Enterprise Marketing
Management Strategy Guide
A concise planning resource for CMOs and VPs of marketingwho manage distributed marketing networks
. Preparing for Tomorrow's Consumer. What is EMM and How it Will Affect You. Building Your EMM Strategy. Creating an ROI Case. Resource LinksContents
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . page 3
1: Preparing for Tomorrow's Consumer . . . . . . . . . page 5
2: What is Enterprise Marketing Management? . . . page 8
3: Building an EMM Strategy/Where to Start . . . page 21
4: Preparing an ROI Case Study . . . . . . . . . . . . . . page 31
5: Support Documentation . . . . . . . . . . . . . . . . . page 35
2Introduction
This workbook is designed to help you begin the process of building an Enterprise Marketing Management technology road map for your organization.
Marketing process optimization technologies are emerging everywhere. This quick-to-read workbook will help you understand:
. How to prepare for tomorrow's consumer . What EMM is . Why you should build an EMM strategy now . What actions to take this year . How to build an ROI case . How to make a case to include EMM in your budget
Finally, corporate marketers often incorrectly think of marketing technology in one big bundle. As you utilize this guide, it is very important to understand the difference between platform technology and tactical technology.
3EMM and the technologies that comprise it are platform technologies. These technologies bring structure and efficiency to marketing operations. These are long-term, foundational platforms upon which marketing systems and, ultimately, marketing success is built.
Tactical technologies are the technology gadgets, widgets and tricks that deliver a marketing message. This includes applications like personalized websites (pURLs), interactive banner ads and mobile advertising. These ever-changing technologies can be very effective but often have a limited lifespan. As adoption increases, consumer fascination decreases and marketers look for the next tactical technology innovation to adopt.
Platform technology, in contrast, has a long life span. It serves as the foundation, constantly enabling efficient utilization of both current and future tactical technologies. Thus, platform technology must be strategically approached and carefully thought out.
As you progress through this workbook, repeatedly ask yourself if you are focusing on platform applications or tactical ones. Both are relevant. But long-term, the platform technologies that comprise your EMM solution will ultimately be the determiners of your success.
41
Preparing for
Tomorrow's Consumer
If there's one word that defines marketing today, it's "change." Not branding. Not interactive media. Not social marketing. Not measurement. Simply change. Not long ago, marketing was almost exclusively about interruption. As you watched your favorite TV show, a marketer interrupted you with a message. Print ads begged for your attention as you read the morning newspaper. You were interrupted with a barrage of ads as you listened to the radio on your commute to work. Outdoor boards interrupted your focus just long enough to lock brand imagery and seven key words in your mind. A stack of direct mail awaited you when you arrived at your mailbox. And, a full inbox awaited you when you opened your email.
For decades, these interruptive tactics were effective. They often had integrated brand positioning and coordinated creative messaging across the different mediums. These messages included specific calls to action on the part of the interrupted consumer. And when successful, these tactics drove the consumer behavior marketers sought.
5But that's just not the case anymore. As most corporate marketers are painfully aware, the effectiveness of historically strong interruptive tactics is plummeting.
It would be easy to blame the proliferation of mediums, DVRs, social networking and a multi-tasking audience. But it's not that simple. What marketers face today are consumers who want marketing to be on their timeline and on their terms. Consumers want to be engaged, not interrupted.
That's a tall order. Tall because it's not something a marketer can fix w... [download for more]
