A Systems-Based Approach Improves Marketing Effectiveness

For decades, marketers have sought marketing’s holy grail of delivering the right message to the right person in the right medium at the right time.

The reality in today’s marketing world is that in spite of all the chatter few, if any, consistently deliver on that premise. The reason is simple: Getting all the rights right is challenging. In fact, without a systems-based approach to marketing, it’s virtually impossible.

To illustrate the challenge and what it takes to get the rights right, let’s work backwards from the customer.

The first system that must be in place is marketing process automation. No matter how large an army of marketing professionals one assembles, they can’t move quickly enough to deliver the right messages to the right people in the right mediums and at the right time. Marketing automation systems can and do deliver. Using marketing automation, emails can be sent, text messages delivered, direct mail postcards mailed, personalized videos streamed, and more. Marketing automation is only thehow part of the equation behind getting the message delivered.

The second system that must be in place is dynamic content creation. Marketing automation gets the message to the right person, but assembling the content that is delivered regardless of the medium is the role of dynamic content creation. You simply can’t put enough production artists on a task or develop a library of enough layout variations to get the right message delivered every time. A dynamic approach to content creation is not a new concept to marketers and variable data printing/emails have long been part of a marketer’s tool box. That said, thinking of every marketing message as a dynamically created message, regardless of medium, is a new thought process for most marketers. Yet to get all the rights right, it’s essential.The third system that must be in place isdigital asset management (DAM).

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