via Marketing Asset Management Helps Engage Consumers in Real Time.
Timing is everything
Marketing asset management (MAM) is one technology that helps enable marketers to send the right message to the right person at the right time. It leverages the data from CRM; the knowledge of business intelligence; the creative materials and campaign timelines from MRM; and the communication needs from customer onboarding and lead nurturing. MAM meets the demands of consumers who want to beengaged, notinterrupted.
It wasn’t long ago that advertising and marketing were all about interruption. As you watched your favorite TV show, marketers interrupted you with messages. Print ads begged for your attention and radio ads interrupted your listening. Outdoor boards interrupted your focus. A stack of direct mail awaited you at your mailbox. You get the idea.
Campaigns often included integrated brand positioning and coordinated creative messaging across different mediums. Whenever possible, these messages included calls to action designed to drive the desired consumer behavior. For decades these interruptive tactics alone were effective.
About the Author: John Thomson is president and CEO ofSaepio Technologies. Contact him at 877.468.7613 or[email protected].
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