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Marketing planning End-to-End: 4 Good Reasons for Marketing Resource Management

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Digital transformation confronts enterprises and their marketing divisions with almost overwhelmingly complex tasks, with ever more diverse target groups requiring ever more concerted and concentrated collaboration across the company as well as with external partner companies. Marketing resource management systems, which we already took a general look at in our article on MRM systems, are here to help square the circle. In this article, we will give you an idea of how MARMIND® not only helps organize your marketing in a centralized way, but also of how to transparently manage it in everyday life, and the advantages you can benefit from.

End-to-end marketing process

The rapid rise of the internet, social media and mobile has radically changed our lives and also our media consumption. Successful marketing needs to draw on all internally and externally available data sources in order to build a sound foundation for further action. In addition, campaigns for all relevant channels have to be provided and coordinated.

Ideally, this is managed in a continuous process where tasks and costs are assigned and displayed transparently. However, orchestrated Marketing Resource Management (MRM) is still a distant goal for many companies. But with MARMIND® it is surprisingly easy to implement, as it incorporates numerous standard third-party systems into a consistent, transparent overall process from analysis through to evaluation. Here is a brief overview of its advantages:

 

Planning: Break up data silos for holistic planning

Numerous products, diverse content, multimedia channels, not to mention internal and external stakeholders from various disciplines make planning marketing campaigns too complex a task for the usual offline spreadsheets and presentation slides. The resulting department-specific solutions and countless versions lead to unnecessary communication loops due to a lack of transparency, and ultimately make life difficult for everyone involved. MARMIND® seamlessly integrates existing external information systems for CRM, lead management, finance, product, CMS and tracking under one roof. Thus, all relevant data is available in one central location and builds a consistent foundation for marketing planning and budgeting.

Organization: collaborate better with effective project management

When a central marketing plan is in place, the next step is to implement the defined goals operationally. A highly fragmented media landscape also means diverse customer journeys and individualized campaigns. In MARMIND® (multi-channel) campaigns for important touchpoints can be planned along each customer journey by drag-and-drop, the chronological interaction of all campaigns can be clearly displayed. IBM Watson is also integrated into the system for automated campaign execution and publishing.

Standardization and automation also help improve internal project management. It is easy to display, review, release, store and synchronize content and digital assets via the integrated DAM solution CELUM. The communication between individual participants can be quickly managed and assigned to the respective project via MARMIND® messages. Deadlines, responsibilities and to-do lists are accessible from everywhere. So everyone involved knows what they have to do – and when.

Monitoring: react faster with real-time insights

Marketers could only evaluate the success or failure of a campaign after it ended, if not later.  Conclusions and lessons learned could only be meaningfully applied in the next campaign or even the one after. By integrating powerful tracking and analysis tools, MARMIND® can keep pace with customer behavior and the performance of campaigns and channels in real time. The 360° overview also enables you to identify hidden correlations and new opportunities, counteract quickly in the event of negative developments and make good use of positive developments without delay. Those responsible get direct insights into the ongoing campaign, including the latest data, so they can make better decisions faster.

Processes: Get everyone on board for more transparency

Above all, a successful marketing process needs transparency for everyone involved. This applies to decision-makers as much as to operative processes in the team. With MARMIND®, departments and individual participants are involved in the big picture and have access rights according to their respective roles. But also internal partners such as sales or third-party contributors such as agencies and creative freelancers can be integrated into the process. Thus, product information, content or digital assets can be presented centrally, further developed, released, archived – and being kept track of. End-to-end.

What is a marketing strategy and why is it important?

A marketing strategy is a comprehensive plan designed to promote a product or service to a target audience. It outlines the marketing goals, tactics, and channels to achieve business objectives. A well-crafted marketing strategy is crucial as it helps businesses stay focused, allocate resources effectively, and measure the success of their marketing efforts.

How can a business create a successful marketing plan?

To create a successful marketing plan, a business should start with thorough market research to understand the target market and customer needs. Next, set clear marketing objectives and define the marketing mix, which includes product, price, place, and promotion. Developing a comprehensive marketing strategy and regularly reviewing and adjusting the plan based on performance is also essential.

What should be included in a social media marketing plan?

A social media marketing plan should include an analysis of the target audience, clear goals and objectives, a content strategy, a schedule for posting, and metrics for measuring success. It should also consider the strengths and weaknesses of different social media platforms and allocate the marketing budget accordingly.

How does the marketing planning process work?

The marketing planning process involves several key steps: conducting a situation analysis, defining marketing objectives, formulating marketing strategies, creating the marketing mix, implementing the plan, and monitoring and evaluating the results. Each step is critical to developing an effective and actionable marketing plan.

Why is a free marketing plan template useful for small businesses?

A free marketing plan template is useful for small businesses as it provides a structured framework for organizing marketing activities. It helps businesses save time and resources by offering a ready-made format that includes essential elements like market research, marketing strategies, budget allocation, and performance metrics.

What are the benefits of aligning a marketing plan with business goals?

Aligning a marketing plan with business goals ensures that all marketing efforts are focused on achieving the overall objectives of the company. This alignment helps in prioritizing resources, enhancing the effectiveness of marketing activities, and ensuring that the marketing initiatives support the mission statement and long-term vision of the business.

How do marketing teams develop a comprehensive marketing strategy?

Marketing teams develop a comprehensive marketing strategy by first understanding the unique selling proposition of the product or service. They conduct market research to identify the target market, analyze competitors, and gather customer insights. Based on this information, they set marketing objectives, create a detailed marketing plan, and implement targeted marketing activities.

What factors should be considered when determining the marketing plan cost?

When determining the marketing plan cost, factors to consider include the scope of the marketing initiatives, the complexity of the marketing strategies, the size of the target audience, and the channels to be used. It's also important to allocate funds for unexpected expenses and to ensure that the marketing budget aligns with the overall business goals.

How can a business develop its own marketing plan effectively?

A business can develop its own marketing plan effectively by starting with clear business goals and conducting thorough market research. Defining the target market, setting achievable marketing objectives, and planning the marketing mix are crucial steps. Continuous monitoring and adjusting the plan based on results is essential for long-term success.

Why is understanding the target market crucial in the marketing planning process?

Understanding the target market is crucial in the marketing planning process because it helps businesses tailor their marketing strategies to meet the specific needs and preferences of their potential customers. This leads to more effective marketing efforts and better allocation of resources.

Author

Picture of Peter Ramsenthaler

Peter Ramsenthaler

When working for a global brand back in the 90s, Peter realized that spreadsheet overload and inefficient processes were holding back the marketing team. That’s when he decided to build a martech platform that gives businesses back control and allows marketers to bring great ideas to life.

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