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Marketing portal: basis for scalable marketing
Learn about the benefits and advantages of brand management systems! Learn why these systems are an important investment for any company and especially for any marketing department, what matters when choosing a solution and how to best implement a marketing portal.
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Do you know this too?
A simple question to start with - you probably know this situation: there is an important change in your company's marketing message. How can you be sure that your colleagues know about this change and actually use the right data and media? Marketing portals make it possible to create optimized and traceable workflows in marketing. This allows you to focus - on the central strategy and the expansion of marketing activities.
The starting position
Surely your company has a long-term marketing strategy for positioning the brand with defined goals from which a marketing plan and individual marketing activities can be derived. The implementation of these measures requires a variety of individual tasks such as the planning of sales campaigns or product launches, central and local campaigns for market communication, the creation and provision of marketing material and much more to strengthen your company's brand. Of course, all of these tasks must also be adapted to the respective type of marketing channel, and may even need to be prepared in different languages.
What are marketing portals?
It is difficult to define marketing portals in a uniform way, as functions, processes and interfaces are as individual as each company. Nevertheless, it can be stated that marketing portals make all operational tasks in marketing available and measurable in one central location.
Marketing portals are often cloud-based and have been developed by marketing experts. They unite different marketing tools directly in the portal or via interfaces and thus facilitate the management of workflows and media plans, the creation of CD-compliant marketing materials, the completion of projects on schedule, and allow complete control and measurability over all marketing activities of an organization.
Marketing managers achieve more transparency, greater control, and reduced complexity, e.g., of multinational marketing campaigns, and can thus optimize their activities in marketing and the positioning of their brand company-wide.
Overview of added values
Central
Secure access for all users and to all data in the form of Identity & Access Management
Optimised
Uniform data - up-to-date, qualitative and quickly findable.
Reduced agency costs
More efficient processes as well as the enablement of markets, traders etc. to adapt marketing materials themselves reduce agency costs
Consistent
Keep control of the brand's appearance with customisable design templates
Common problems with
marketing software
A common problem
Marketing software is already available specifically for each use case.
- No scaling options
- separate data and user management
- No control of interfaces
Our solution
A marketing portal that looks at the issue from the user's point of view.
- central user management
- central data control
- Central control of interfaces
Functions of marketing portals
Marketing portal providers have different focuses in their solutions. Often marketing portals offer functions such as:
- Marketing Shop
- Digital Asset Management (DAM)
- Brand Management
- Marketing planning
- Campaign management (central and local)
- customizable templates
- Web-to-print or web-to-publish
- Budget planning
- Evaluations and reporting
- Integrations with other MarTech software
- Team communication
Before inquiring about the exact portal functions from various providers, one should consider which workflows and use cases exist in the organisation and which can be optimised.
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What is the best way to implement a marketing portal?
Online in 4 steps! Our proven go-to-live process:
Analysis
During an initial workshop, the desired requirements for the portal, such as functions, processes and any system interfaces, are discussed together with the users.
Testing
Based on the requirements and specifications, the implementation of the portal can start. After an initial rough review, it is helpful to integrate a pilot user into the test. For this purpose, meaningful test scenarios should be considered in good time.
Concept
Requirements are then prioritized and detailed in user stories. IT guidelines on security and data protection must also be incorporated into the system requirements and the necessary interfaces to any other applications checked. In this step, it is a good idea to involve IT and other partners, such as service providers, at an early stage. The review of existing data sources provides valuable information on possible optimizations and subsequent integration. The requirements and the elaborated user story should now be compared with appropriate solutions. If no solution is found that covers 100% of all requirements, prioritization of the user stories is helpful in making a decision for a portal.
Implementation
Now the solution is close to completion. But how do you roll it out successfully in your company? To do this, you should promptly consider which information should be available at system startup and which is no longer needed. This is a good time to tidy up! After the system has been filled, it is a good idea to train the users in webinars tailored to the respective application area and location. Questions and ideas can be exchanged directly. Afterwards, each user should be given access and a short, clear documentation as well as a contact option for further questions.
Three tips for solution selection
In order to have a solid foundation that can be adapted to new challenges in the future, the portal should consider the following points:
Flexible and scalable
Secure access for all users and to all data in the form of Identity & Access Management.
User-friendly
Engage users through simplification and increase their activity.
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