Many managers regard the idea of standardizing marketing as “unsexy”. They prefer to consider it a creative discipline. But well-targeted standardization leaves more time to come up with better ideas. Read on to learn about the 5 areas that lend themselves best to standardization.
Standardization is becoming an important topic, not least due to the ongoing digital transformation in marketing. The creation of uniform, company-wide standards provides a basis for the design of digital processes.
The goal of standardization should be that standardized data, systems and technologies make for more efficient working and in doing so, leave more time for creativity. Leading marketing experts identify 5 areas where a standardized approach would be particularly beneficial:
No matter how creative an initiative and campaign are supposed to be, there are many tasks and milestones at the planning, implementation and performance review stages that can be standardized and thus managed more efficiently. When you don’t have to reinvent the wheel for every process, there’s more time for ideas for the campaign itself.
Using standardized data formats, data collection processes and visualization techniques, marketers can analyze, interpret and thus optimize campaign data more efficiently and more accurately.
Customer and market expectations of companies are constantly changing, and at a greater speed than ever. Companies can adapt to new developments using open, scalable marketing platforms that integrate apps and other marketing tools.
4. Key Figures and Benchmarks
Here marketing experts identify perhaps the highest potential for standardization, since key figures and benchmarks give the marketing department and other company stakeholders a scorecard where they can see which areas are to be measured and how. Standardized key marketing figures can also be used to refer to external resources (for instance, SiriusDecisions for decision-making or comScore for measuring media effectiveness).
This is an equally important, but often neglected, area of standardization. Here it’s obviously not about painting all employees with the same brush, but about setting expectations for individual roles. What are the tasks and goals of the various positions in marketing? How and using what tools are performance and success respectively measured?
The simplest way to standardize marketing is by using specialized software tools. If these are introduced following a careful selection process, they will prove to be a success factor and provide the company with long-term benefits.
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