What began a few years ago as a software development procedure is now a cutting-edge marketing topic: Agile marketing stands for flexibility, rapid response to new developments, iterative processes, and continuous change. It delivers more speed, more transparency and more adaptability. In many cases, today’s budgets and activities are no longer planned and approved for a year at a time, but on a quarterly or even monthly basis. Marketing content is no longer created, approved and published as a one-off process, but is dynamically adjusted, aligned to the specific needs of various target groups, and released via an array of channels. Lean operational processes and the use of appropriate tools are essential to manage the increased pace of this cycle in an efficient manner. To meet these needs, the new Version 5.7 of our Marketing Efficiency Cloud – available now – provides a host of new capabilities aimed specifically at Digital Asset Management and management of localized product information (text variants, local currencies, etc.).
The Media Pool module can now be used in a mobile version, allowing digital assets to be published easily for smartphones and tablets. Typical applications for our Media Pool Mobile include trade show presence or sales support for products requiring intensive consulting. A further highlight is the Media Pool’s new Smart Search function. By applying customizable search categories with options for individual weighting, users can rapidly find the images, slides, videos, and other assets with the highest relevance to their purpose in even high-volume databases.
As another highlight, the Digital Marketing Center integrates the technology of advertzoom, which we acquired in 2014, into our Marketing Efficiency Cloud. The new module is used to plan digital campaigns, supply them to the appropriate channels and process results automatically. The Digital Marketing Center offers interfaces to all leading tools and platforms, including Google AdWords, Facebook, Google Analytics, Webtrekk, Adobe Analytics, and AdClear. This new module ensures that our Marketing Efficiency Cloud is at peak fitness for holistic multichannel management and monitoring digital marketing measures, and represents a further essential step to maximize marketing agility.