There has been phenomenal growth in the martech landscape which is changing the way marketers are buying and using software. Martech ‘stacks’ are being built; clusters of integrated technologies that enable users to perform, analyze and improve marketing initiatives.
One of these changes has been a shift in focus from simply promoting brands to delivering an excellent customer experience. Right through the customer journey from how your customers find your brand initially, to the interactions with your content and social media, telephone or face-to-face conversations with your people, the purchase and finally the ongoing customer service or experience post-purchase, every stage of the customer relationship is crucial. Martech tools need to be connected so that they can function in a unified, real-time way to facilitate the customer journey.
Creating a powerful martech stack requires careful evaluation of software tools, features and capabilities but also a deep understanding of how the tools and applications will be used together.
However, there is one marketing platform that, in order to make the stack operate effectively, is a must-have.
It’s the brand management platform (sometimes called a digital asset management system) that sits at the heart of the marketing ecosystem. It’s the central content hub, the single source of brand assets, campaign elements and brand guidelines. It feeds out approved, brand-compliant content to the myriad of other marketing systems, ensuring that every piece of communication is on-brand and consistent.
The diagram below shows how a brand management platform connects the dots between marketing departments and software platforms making sense of data, efficiently using digital assets and building a collaborative team.