How marketing technology supports scale and quality output

There’s good news for any brand with a growing need for marketing material.  It is possible to ramp up production volume, without taking shortcuts on quality, especially for marketing departments faced with pressures to do more with less.  Furthermore, all of this is achievable without expanding your team, by making strategic additions.

By making strategic additions to their martech portfolios, global businesses can substantially enhance their output capacity while maintaining brand integrity. This involves going beyond basic digital asset management (DAM). Instead, it’s about focusing on the type of tools that enables your people to rapidly produce high quality material, while allowing you to exercise control over standards. Here’s a closer look at the issue, and at the technology that can help you stay on top of it.

John Hennessy

Chief Revenue Officer at Elateral
I am in charge of Sales and Revenue at Elateral and love talking about how Brandgility grows revenue.
John Hennessy

Quantity v quality: what’s the problem?

With a small target market, a limited range and a close-knit centralized marketing team, it’s usually easy to keep on top of your content requirements. But once your brand extends its reach, demand for content can soon outstrip capacity: something that’s especially true if you need to create or adapt campaigns that are optimized for multiple specific regions.

A bigger workload means that something has to give, and quality is a common casualty. This includes the following:

Production quality.

A large proportion of content creation has now been delegated to local teams, where the level of technical expertise cannot match what’s available at your HQ. Incorrect formatting, off-brand imagery, out of date logos: these types of mistake inevitably creep in. You don’t have the time or resources to check absolutely everything before it goes live.

Branding quality.

Local teams and third party agencies have access to the global brand guidelines, along with specific rules for the different types of channel. But these rules can be misinterpreted, or even bypassed completely. The message you wanted isn’t necessarily the one that’s being distributed.  

Traditional DAM software provides a central hub for all your marketing assets. It means less time wasted on searching for items in multiple locations and folders, thereby helping to speed up the production process.

A new approach to digital asset management

Traditional DAM software provides a central hub for all your marketing assets. It means less time wasted on searching for items in multiple locations and folders, thereby helping to speed up the production process.

But let’s take your corporate imagery as an example. You start off with a core series of images to be used on a campaign. These need to be re-sized for various uses (e.g. landing pages, email and print brochures).  You also have different versions for different markets. Pretty soon, your central asset repository is stuffed full with slightly different versions of the same item.

Next-generation asset management software goes a step further. Instead of having to house and manage lots of different versions of the same thing, it consists of assets that your people can use in multiple ways; adapting them as needed. Assets are therefore a lot easier, and quicker to work with.

Smarter templating: where ease of use meets guaranteed quality

Templates are nothing new. Where content producers merely have to fill in the gaps rather than starting from scratch with each piece, the production process becomes a lot quicker. But this leaves one problem: what’s stopping your people filling in the gaps in the wrong way?

Intuitive templating technology offers the answer. It gives your people and agencies the flexibility to get creative and adapt materials, but only according to baked-in rules concerning branding and production quality. Adherence to your standards is therefore guaranteed, with no need for a time-consuming revisions process.

The Brandgility platform combines adaptable assets with intuitive templating technology, and can be integrated with your existing DAM solution. Where quantity and quality of output are joint-top priorities, this type of technology can provide the answers.    

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2019-11-11T21:53:21+00:00