3 Ways to Future-proof Your Marketing Workflow Today

Change is a central theme at CES 2017 and in every organisation today. For brands, the ability to master and exploit it is essential, particularly in marketing, where the tempo is constantly quickening.


In the past 24 months, new channels such as programmatic TV, Snapchat and live video have joined the mainstream marketing mix. Voice, AR/VR and 360 videos are right on the horizon.


So, how can today’s top marketers today create great content amidst this growing complexity?


Here are three practical ways to improve your marketing team’s effectiveness:


  1. Using chat to improve communication
  2. Connecting your marketing systems
  3. Implementing a content approval process

1. Using chat to simplify communication




Email is great for one-to-one conversations, but falls flat when your team is trying to collaborate on a marketing campaign.


Chat gets your team talking in real-time, making communication quick and to-the-point. Plus, conversations are aggregated by topic and easily searchable.


With 5.8 million weekly active users (Nov-2016) Slack’s soaring popularity is a good indicator that teams are moving to chat. And you only need to glance at their list of integrations to see marketers are a top case study.


Chat integrations enable marketing teams to consume information from multiple sources on-demand.


In our organization, we saw chat turn what was previously 8 separate weekly emails into a single real-time feed encompassing social media monitoring updates, Salesforce data, Google analytics reports, relevant support tickets and Google alerts.


Take a look at Ably.io’s article for more tips on setting your team up on Slack.


2. Connecting your marketing systems


As campaign complexity increases, speed and visibility have become really valuable. The ability for your team to see the status of an entire campaign (and how their tasks relate) gives perspective and helps everyone collaborate more effectively.


To make this leap, top marketing organisations are using API integrations to connect their legacy systems to newer marketing platforms, including:


• Task/Project management (e.g. Trello, Workfront)
• Digital asset management (e.g. Adstream, Northplains)
• Content distribution (e.g. Adstream, Hootsuite)
• Data warehouse & analytics (e.g. Pentaho, Tableau)

The systems you use aren’t as important as whether-or-not they are able to connect with one another.


3. Introducing a fail-proof content approval process




The content approval process is at the heart of every marketing workflow and is often a quick win for marketing teams looking to maximise output.


In our marketing department, our online approval process not only helped us work faster but also enhanced the quality of our content. It set clear expectations for the feedback required from each contributor and made the communication process really simple.


A recent study by Workfront found that for 36% of marketers, delayed approvals were the primary cause of at least twice weekly missed deadlines.


We recommend that any approval system you choose includes:


  • A smart way to let people know when their input is needed
  • Agreed deadlines at every stage, to prevent bottlenecks
  • A method of giving clear written and visual feedback
  • File version control, so that everyone is on the same page


Design your marketing technology stack for what’s coming next


As we anticipate the arrival of the next big marketing channels and technologies, today’s top organisations are designing their technology stacks and processes to support the predictably-more-complex marketing workflows of tomorrow.


To do this, ensure that your systems are:


  • Easily connected to one another via out-of-the-box integrations, or API’s
  • Not customised deployments that will inevitably become legacy systems. Use SAAS instead


8 December, 2016

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Company , Industry , Insights