Marketing Asset Management

Marketing Assets Management (MAM) allows the marketing department to centralize brand assets on a single platform -stored in the cloud or on the client's servers- and ensures that each of the members of the marketing team has at their disposal all the approved and final assets they need to do their job, such as presentations, proposals, images, etc.

Effective and efficient marketing asset management is a critical factor in achieving any company's growth objectives.

When it comes to productivity, your workflow is only as fluid as your underlying systems. Poor asset management can compromise your brand, your sales opportunities, and even your company's reputation.

According to the Content Marketing Institute, only 31% of companies feel their organization has the right technology in place to manage their content marketing efforts. Another 38% say they have developed a business case for using technology to manage content; identified or are using a content management platform; seeing early success.

What is Marketing Asset Management (MAM)?

Marketing Assets Management is a set of technologies designed to automate the marketing department's creation, acquisition, execution, logistics, and fulfillment processes. These are resources produced to achieve marketing objectives, whether they are related to branding, inbound, sales, growth, or any strategy.

MAM is normally accomplished with the support of software that helps marketing teams centralize content, streamline the creative workflow and increase collaboration (note: one of the most popular platforms is Wix Enterprise).

Companies use marketing assets for external or internal use. The most common examples of external marketing assets include elements such as infographics, blog posts, landing pages, videos, or website content, among others. On the other hand, examples of internal marketing assets include brand guides, competitive sell sheets, emails, or cheatsheets.

To centralize all materials in a single location is the most efficient way to work, facilitating their analysis, editing, distribution, and archiving.

In a nutshell, MAM helps ensure a consistent brand experience across the organization, protects and manages the brand control process, streamlines the work thanks to a single, bidirectional, and collaborative platform, and improves the user experience by empowering its end users, such as sales force, partners or agencies.

How can Marketing Asset Management Software help my team?

1. Centralization of information

Centralizing all information in one place boosts collaboration and reduces duplication of work by collecting all content in a single location that everyone can access. The fact that the information stays in the cloud, allows also the possibility to access from different places.

2. Improve collaboration and creativity

Marketing asset management gives teams the ability and reliability to access all necessary digital marketing content. In addition to saving time and money, by having a centralized platform for digital assets, teams can drive collaboration and creativity.

Anyone who needs to create, distribute, or otherwise use branded content benefits from implementing a marketing asset management technology. This includes sales, partners, resellers, distributors, and other members of the company, who can better perform their responsibilities by having access to approved and customizable branded material.

3. Increased productivity

The centralization of content on one platform, together with the automation of processes, will allow the marketing team to spend less time searching for assets when they need to use them. This can be decisive, for example, in making a sale.

Investing in marketing asset management also means creating an important database to analyze and optimize your strategy. By studying the materials already created and observing their results, the team will be able to focus on creating more effective content and getting a better result in front of the target audience.

4. Greater control over access and permissions

One of the great advantages of marketing asset management systems is permissions since it is possible to control who can access which files. Without controlled access, you are putting all your assets at risk. It's best to keep access to each folder in the hands of its respective team.

5. Enables scalability of your company

One of the main benefits of marketing asset management software is that it is scalable. If you ever expect to expand to different locations, create new product lines or enter new markets, you'll just have to create tons of new collateral. A digital marketing asset management software is a very sensible solution in this regard, as it updates regularly and keeps up with your company's growth.

How to choose the best platform?

For all these benefits we have mentioned occur in your company, it is essential to make a wise selection of the marketing asset management platform.

What should we consider when choosing the best platform for our marketing team?

The first point to consider is the interface. It should be responsive and intuitive, easy to use, and allow good collaboration between teams.

A good example is Wix Enterprise, the Wix platform designed for companies in all industries, and has a dashboard that maximizes productivity by managing teams, workflows, and multiple sites from one place.

On the other hand, an additional item to consider is the platform's ability to process and store your assets, preferably facilitating their distribution to different channels. Storage should support any file type and provide fast access to files in repositories of any size. Real-time collaboration, review, and approval of assets by all team members are also important.

Permission and versioning controls that ensure security and brand consistency are also crucial. In that sense, Wix Enterprise is also a good choice as it allows you to have full control from ideation to optimization, allowing, among other things, integration with external databases and A/B testing that allows you to measure and iterate to drive the best conversion.

As with almost everything in marketing, it's crucial to measure performance. By analyzing the engagement and usage of your assets, you can get the information you need to make informed business decisions. The best marketing asset management platforms also include analytics data on asset usage and engagement. This evaluation will help improve the overall efficiency of your organization. In addition, tracking performance metrics lets teams know the impact of what they are doing.

Finally, the type of support offered by the platform is also very important since the company deposits assets that are fundamental for decision making and it is important to have the right support in case of unexpected problems. Identify the customer service channels and make sure that the service provider has a good reputation in this regard. At this point, it is always advisable to bet on reputable companies that have the appropriate infrastructure to provide support in several languages in case of emergency.

Some platforms, such as Wix Enterprise, offer in addition to 24/7 support, the possibility of having an account manager who will be available to discuss and advise you on the best solutions to help you achieve your goals.