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Whitepaper - 5 rules for more efficient marketing

Marketing is creative, strategic, innovative, but it can also be unwieldy, with campaign management issues affecting delivery timelines and the ability to reach the widest possible audience. To improve the efficiency of your workflows and efficacy of your messaging, and thus the return on your marketing investment, adhere to the following five rules.

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1 | Manage content and data with a structured approach

No matter what industry you are in, content is the critical component of your work. Images, text, videos, graphics, charts - all are needed to present the spectrum of products and services and compel customer interaction. Ensure your content is stored centrally and generated in a structured manner. It should be accessible and adaptable for a variety of user groups and regions.

  • Link content in a logical and meaningful way within a structure that makes it easy to find.

  • Make sure that recurring layout elements and forms can be created from variable templates.

  • All publications should conform to corporate identity standards. You can ensure this, for instance, by establishing a marketing platform for employees and partners.

  • Various versions of a document should be easy to track and differentiate without requiring the designations "V2", "final" or "final_2".

  • Avoid long coordination loops, redundancies and mistakes when transferring content. Content updates should be automatically implemented in all places where that same content appears.

2 | Centrally coordinate all channels of communication

In the age of digitalization, the number of communication channels has literally exploded. Quantities of data and speeds continue to rise. Identify which channels are used by your target groups. It is not always necessary to be universally present. Once you have determined the appropriate channels of communication, you should utilise and manage them via a central platform.

  • Individual content components can be used in campaigns or finished pieces across a variety of output channels. This is not only more efficient but also ensures a consistent brand identity.

  • Bundle all channels of communication and centrally manage the
    respective publication to each. This makes it easier to maintain control and oversight, and facilitate planning.

  • Analyze how messages come across and which content strategy is
    most successful so you can adjust accordingly.

  • Tailor content to the respective target groups and address them in the most personalized manner possible (see rule no. 5).

3 | Minimize the number of systems

There’s a tool for everything these days. But it’s easy to lose track when too many of them are in use. This often results in separate data silos and content that cannot be linked, varying formats and media disruptions ... We therefore suggest that you adopt systems that can be integrated in your existing structures, that offer interfaces and cover as many functions as possible.

  • Thoroughly analyze existing processes before introducing a new system.

  • Seek advice from experts and carry out the system introduction with an experienced partner.

  • Research and compare the various systems. In many cases, a balanced score card analysis can be helpful.

  • Consider the possibility of creating interfaces with your existing systems. In most cases, synergies between the data in your business, CRM and content management software can be exploited, allowing you to use these systems with greater efficiency.

4 | Collaborate across departments and countries

The larger the company, the more difficult it is to manage campaigns and publications across departmental boundaries and national borders. The integration of individual contents and translations can be optimized and automated. A structured rights management approach allows everyone involved in the communication process to access the relevant content.

  • Create a central database for regional, national and international communication. The database can be managed as needed to ensure a consistent brand image.

  • Integrate an intelligent translation management system. This allows employees and external service providers for all languages to work in a single system.

  • Standardize and automate transactional communications processes (e.g. versioning, localization, adaption).

5 | Automate and analyze processes and campaigns

Marketing automation is today's big trend – for good reason. Automated marketing processes allow you provide customers and other interested parties with information that is truly relevant to them. In order to personalize communication, you need analytics and targeting solutions.

  • Use an integrated software solution to reach your customers, send newsletters or brochures and manage campaigns.

  • Centrally maintain your data files and synchronize the associated workflows – for instance, in coordination with your CRM.

  • Measure the success of your marketing messages and make use of real-time monitoring on the web.

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