Industry Terms

Digital asset management, marketing resource management, marketing operations management and enterprise marketing management….

As the market is growing and maturing, so are the number of terms - and perhaps as a consequence there is some confusion over what these terms stand for. The view of Capital ID is that it is often difficult for a marketer to know what type of system they require based on these industry definitions, so we have developed a suite of applications which are designed around the way a marketer works. We term this the ID manager Marketing Lifecycle.

Suite which comprises 6 differentiated but fully integrated applications:
Planning & Budgeting
Creative Development
Asset Management
Campaign Management
Production Management
Performance Management

Enterprise marketing management is a relatively new term that defines a holistic, fully integrated marketing solution that combines the disciplines of MOM with the management, execution and analysis of all CRM activities. In effect EMM refers to an enterprise-wide marketing solution that encapsulates all requirements of a marketing department.

Marketing operations management is an extension of MRM and includes the additional automation of the operational aspects of the marketing process which revolve around the development and execution of all marketing activities. This would include all marketing programmes and campaigns covering media, digital, direct, print, retail, events, promotions e.t.c.

Marketing resource management refers to the management of all marketing resources but it excludes the automation of marketing processes or workflows. In other words MRM provides the ability to manage planning, budgets, all forms of collateral including digital assets, investment and people.

Digital asset management refers to the capture, classification, cataloguing, storage, use, reuse, management and distribution of digital assets like images, logos, animations, commercials, videos, radio and music. DAM is considered a key cornerstone for the implementation of a marketing automation system.

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