Glossary

Section A: Industry Terms

Marketing Resource Management

Marketing Resource Management (MRM), also known as Marketing Operations Management, is about using technology to manage marketing workflows, assets, campaigns and suppliers to reduce costs, reduce cycle times and improve brand consistency and compliance. In effect MRM is the alignment of people, process and technology to support marketing activities. Key activities automated by MRM solutions are planning, creative process, procurement, budgeting and financial control, campaign management and agency relationships.

MRM

Acronym for Marketing Resource Management.

be the brand experience

The leading vendor of MRM solutions.

Assets or Digital Assets

Refers to digital files, like images, documents, videos and presentations etc.

Digital Asset Management

Refers to the process of storing and managing the lifecycle of Digital Assets. Two key elements: Storing assets to maximise value to an organisation and management of asset creation, renew and archiving to reduce costs.

Marketing Operations Management

See "Marketing Resource Management".

MOM

Acronym for Marketing Operations Management.

CMS

Is an acronym for "Content Management System". A content management system is a software solution that enables collaborative creation, editing and management of web-based content with the aim of delivering relevant content in a cost effective manner.

Brand management

The processes and techniques used to maintain and grow brand value. Brand value is intangible but it impacts the consumers' behaviour towards it, in terms of sales margins. The brand management strategy will be dictated by the strength of the brand within the organisation and the consequent level of permission the brand has to influence people's behaviour. Marketing Resource Management is the technology to automate these techniques and processes.

Brand consistency

The degree to which brand values and messages are correctly communicated, through all media (behaviour, client relationship, internal management styles and visual identity) The presentation of one's unique and identifiable symbol, association, name or trademark.

Brand dilution

The depreciation of a brand's value, through inconsistent presentation/communication of brand value and messages. It is the adverse effect of poor Marketing Management. Brand dilution can be the result of many poor managed marketing activities, such as using out of date marketing collateral in a Marketing Campaign. Brand dilution may manifest itself in reduced sales or an inability to achieve previous margin.

Sustainability

Delivering performance through the use or renewable resources and minimising negative environmental impact.

Sustainable Marketing

Reducing the negative impact of a companies marketing function on the environment. Marketers use Marketing Resource Management tools to re-use Marketing collateral, reduce waste of produced marketing material and reduce paper, printing and "print miles". Incorporating "sustainability" value judgements into marketing processes (new product development, print location decision making) and capturing performance against sustainability criteria.

Compliance

Refers to adhering to a set of certain accepted standards enforced by law or by company regulations.

Section B: be the brand experience terms

CommsBuilder

CommsBuilder is a tool to amend templates created out of a company's current marketing collateral.

Digital Asset Store

Is the online depository where digital files, like images, documents, videos and presentations etc. are kept. These files can be uploaded and distributed world-wide. This tool has many functions built around managing these assets and their lifecycles.

Projects centre

Is a tool that standardises Marketing processes and ensure best practice is followed, by creating a collaborative workspace managing multiple people (in multiple locations) working on a project and keeps track of status, deadlines, and approval stages.

ePress Office

The ePress Office (ePO) allows internal (or external) PR departments to send electronic press packs, tailored for a specific audience.

Repurposing

To download an asset from the Digital Asset store, and have it converted for use in another format (i.e. from EPS to JPEG) and resolution (i.e. 300dpi to 72dpi).

Marketing Templates

Editable marketing material, with a pre-determined control on editable content and parameters.