Brand Marketing Automation

Brand Marketing Automation underpins the creation, syndication, distribution, localization and execution of Brand Assets.

Brand Assets may be either complete or semi-complete campaign tactics, Direct Mail pieces, Ads, Branded Emails, or 'chunks' of marketing content, such as images, positioning text and offers.

Traditionally, such activities are undertaken by a range of marketing service providers offering 'Brand Books' to set out the guidelines and rules while a myriad of agencies address localization, versioning and re-working.

The twenty-first century brand, however, looks to key agencies-of-record to retain their competencies for core creative excellence and market knowledge. They also want to leverage tools to retain responsibility for consistency, orchestrate multiple providers for integrated communications, and minimize low-value activity.

DAM 2.0

Brand Marketing Automation brings Digital Asset Management initiatives to life. DAM solutions set out to digitize all brand assets and store them in a useful manner. These solutions act as a single repository, making assets available and takes time and cost out of the campaign creation process. DAM does not, however, extend to all the marketing stakeholders across an organization and their partners. Material is often exported out of DAM for adaptation by a remote group and become subject to the vagaries of brand dilution, cost increases, and time delay.

Brand Marketing Automation is a practical solution, giving marketers and non-marketers access to brand communications, and the freedom to adapt and localize materials within the brand framework.

Freedom within a framework is not about choosing control or local empowerment. It's about having both: connected, shared, integrated, and consistent over time, channels, and borders.

Stand-alone or part of a content supply chain

Brand Marketing Automation completes the Content Supply Chain for brand communications giving organizations a scalable, flexible, branding system that makes communications easy, cost-effective and smart. However, most Brand Marketing Automation solutions are stand-alone, offering a practical solution to campaign syndication and distribution, delivering immediate value. They can also form the bedrock of a future-proof platform for ongoing content governance and marketing transformation.