In this article we explain why it is not always enough to know your customers inside out or simply to have great processes and MarTech tools.
DAM, DMS, PIM, CRM … Ending buzzword bingo for Marketeers
As you may have noticed, we at YOUNITY are always talking about the disciplines of Content Management, Marketing Automation and Omni Channel Communication. But what is this all about? We would like to explain it to you in a little more detail.
You certainly know them too, the countless systemic disciplines with their cryptic abbreviations. MAM, DAM and PIM, to name just the best-known examples. It is somehow symptomatic of human nature to first find an English “fancy” term for something that has just been “invented” and then to define a short form, which is usually composed of the first letters of the words. Somehow ok, but somehow also a bit misleading. Or weren’t you already at a meeting where someone was just throwing around short terms? And you were just like “?”. It happens to me from time to time, even as a self-proclaimed expert. Even now there is a new star in the sky MarTech (Marketing Technology), ok the buzzword is great, because that is exactly our business.
We at YOUNITY were no different in the past. “Something has just been scheduled in my MRM, although there is no data in the CRM and MDM via the SST…”. Among technical experts, this is not an issue at all. But in our communication with marketing, we want to draw a line under this before the stakeholders faint from all the jumbled letters. That’s why we put an end to it in our customer communication. And that brings us to the three disciplines mentioned above:
We understand content management as the central creation, editing and organisation of content, which is maintained jointly and by different stakeholders. The aim is to manage the content in a media-neutral way. In this way, it is maintained centrally and once and can be played out automatically on different channels as needed. The advantages are obvious. Content that is maintained in a networked content management system does not exist in different versions on different, separate systems. The content is centrally managed, edited and released for communication. Any editing of content is versioned and can be traced back in detail. By integrating all relevant stakeholders in a content management system, content can go through a complete creation and approval process without ever leaving the system.
In short, this means everything that has to do with planning and creating content. And what exactly is content? Actually, almost everything that is needed for the visual representation of communicative measures. This usually includes metadata, texts, images, videos, audio and much more. The future will certainly hold more interesting forms of content in store for us. In any case, by content management we also implicitly mean all technologies that enable us to generate and publish content faster, better and more automatically. We classify the following technical disciplines as content management:
Disciplines around Content Management
- Media Asset Management (MAM): Management mostly of image data, no longer really state-of-the-art
- Digital Asset Management (DAM): Management of all kinds of files incl. information units, the natural enemy of the MAM
- Document Management System (DMS): Managing electronic … Documents, there is some freedom of interpretation
- Data Management Plattform (DMP): Collecting and managing data, see MAM, DAM etc.
- Master Data Management (MDM): Manage master data to ensure data quality, beware of confusion with Mobile Data Management.
- Web Content Management System (WCMS): Management of web data, with Headless increasingly having a say here
- Content Management Systems (CMS): Content management? Honestly, I never really understood the distinction between WCMS and content management.
- Product Information Management (PIM): Management of product information and data, which an ECM also fulfils in 99% of all requirements
- Marketing Ressource Management (MRM): Management of campaigns, measures and resources, or to put it casually, “a project management tool”.
- Customer Relationship Management (CRM): Manage customer data and relationships to keep sales on track
- Enterprise Content Management (ECM): Simply put, lumping all the above systems together
- Enterprise Ressource Planning (ERP): Management of resources, capital, personnel, operating resources, material, etc., but definitely not suitable for marketing
The fact is, out of all these systems or disciplines, marketing is primarily interested in the … exactly … “content”. So when we at YOUNITY talk about content management, we implicitly mean somehow everything above.
By marketing automation we mean the software-supported automation of marketing processes up to Artifical Intelligence (AI). By creating so-called user profiles in which specific user behaviour is enriched with information, automated processes can be set up for individual, user-specific communication. By means of the full integration of a CRM as well as the analysis and evaluation of user behaviour, marketing automation software enables maximum optimisation of customer-specific communication. Individual functions and information of a marketing automation software can be individually linked and used to pick up specific customer needs in a targeted manner. In the digital world, every user wants to feel that information is specifically tailored to their needs and not be bothered with irrelevant information that lies outside their area of interest. Such sensitive communication, individually tailored to each user, is a crucial success factor for any company.
In summary, this means shaping customer journeys (or communication scenarios) and driving them with data and automation. And that’s where this artificial intelligence comes in, by getting to know your customers, remembering as much as it can and deciding how to treat each person based on training data. We classify the following technical disciplines (or actually technologies) as marketing automation:
Disziplinen in Marketing Automation
- Customer Experience (CX): Cycles to encourage the customer to buy a product or service can also simply be drawn on paper, only with bots it is more fun
- Marketing Automation System (MAS): Manage different customer experiences or customer journeys
- Artifical Intelligence (AI): An artificial “brain” that enriches the CX through training, also called artificial intelligence (AI)
- Customer Relationship Management (CRM):Management of customer data and relationships, admittedly for the second time, as the experience from a CX cannot be collected and stored sustainably without CRM
- Automated Decision Making (ADM): Making decisions without human influence, well, if you already have the “brain” …
- Application Programming Interface (API): An interface layer between different systems, this can of course be relevant and occur in any discipline, but especially with regard to CX, an integrative approach with the most diverse systems is very important, the probably “coolest” API has Zapier or IFTTT
- Big Data Analytics (BDA): An approach to explore big data so that the “brain” makes smart decisions based on experience
- Customer Data Plattform (CDP): A platform that pulls together customer data from different systems
Anyway, although not all the buzzwords have been mentioned, marketing teams are primarily interested in ensuring that the customer is automatically served appropriately and correctly, and when we talk about marketing automation here, we also mean all the marginal disciplines mentioned.
Omni Channel Communication
Omni channel communication is the dissemination of information across different communication channels. Variable communication across different channels is necessary because users today want to decide for themselves on which channel they receive information. Omni channel communication enables targeted communication across different channels to ensure a consistent information experience for the user. The coordination of cross-channel information and the recognition and use of their synergies leads to a better dissemination of information and consequently to a higher value of this information for the user. The dissemination of information via different, independent communication channels (multi-channel communication) and the dissemination of information via different, interlinked communication channels that are technically and organisationally independent of each other (cross-channel communication) are increasingly merging into omni-channel communication. This means the dissemination of information via different, interlinked communication channels.
Publishing content naturally requires data from content management. And consequently, the question now arises as to which disciplines or other terms can still be clearly assigned to omni-channel communication. There are no longer many, but we still have a few exotics:
Disciplines around Omni Channel Communication
- Web-to-Print or Web-to-Publish (W2P): Available content can be individualised and published, increasingly interesting especially in the area of user-generated content (UGC) and online media.
- Digital Delivery Platform (DDP): Distribution of digital content via a platform, behind which is also the approach of Headless
Well, when it comes to publishing content, we think channel-neutral and make sure that the content management qualitatively stands up to the demands of omni-channel communication.
As attentive readers have noticed, without content management there is no marketing automation and no omni-channel communication. Without marketing automation, there is no better, smarter and more personalised content. And without omni-channel communication, we would not perceive any of this. The mix and the sum of all three disciplines is therefore decisive for marketing success. Whether PIM, DAM, PAF… who cares, as long as your data rocks from the beginning to the end.
I’m done with buzzwords and now for afk.
Image: Karley Saagi, Pexels