A guide to Marketing Automation
This site provides information and guidance
for people looking for systems which will help them run their Marketing
in an integrated manner whilst reducing costs. It is now perfectly
feasible to run comprehensive Marketing packages which will remove the
all too common situation where the various parts of Marketing work in
their own silos using non-compatible technologies. The emphasis
on this site is on solutions which provide an holistic approach allowing
collaboration between all parties involved in the various processes (i.e.
both the Marketing department and their various suppliers). Originally
these solutions were most commonly called MRM systems, or EMM or MOM or
MAP or any other acronym which a supplier thought would help make them
stand out in this developing area. In the last couple of years (since
2007) suppliers are now referring to their offerings as Marketing automation
systems, or even Lean Marketing solutions. By what ever name they
are called, systems which provide technology to enable comprehensive support
across the whole of Marketing are described on this site. I use
the term MRM now as a form of short hand. You can call the systems
by what ever name you choose. This site is here to help with your
The content is intended for the public domain and may be used without
the need to acquire permission.
Back in 2002 whilst project
managing the selection and implementation of a Digital Asset Management
system for Marks and Spencer's Marketing department we spent time investigating
if technology could help to reduce expenditure, improve productivity and
provide more timely and accurate management reporting across the whole
In our research we stumbled
across the emerging MRM offerings almost by accident. Back then
there were very few integrated Marketing systems and even less published
research. Most Marketing departments used Office systems such as
Excel or Access, or simple diary systems, whilst some bought piecemeal
software to solve particular high profile problems in the hope that one
day the various solutions could be made to talk to each other. The
more adventurous users were trying to link their CRM systems with Digital
Asset Management or with systems which supported segmentation and specialist
mailings. MRM appeared as a potential solution to most of the issues
we had identified. All we needed was to find the right supplier
at the right price.
However, the area was then so
new, and lacking in a standarised terminology and approach, that looking
for real MRM systems proved to be extremely frustrating. Suppliers
were trying to differentiate their product and approach, whilst others,
who did not yet have a fully developed product, were confusing the issue
by redefining terms in ways that implied the functionality they lacked
is unimportant. Further, very few suppliers agreed the technology
could be conveniently pigeon holed as MRM so many new abbreviations were
created to add to the confusion.
This site was created to save
subsequent researchers much of the frustration we suffered. It was
intended to make it easier for the Marketing department to understand
the terminology of MRM so that they could decide if it would help them. In
the years since this site was raised the technology has moved on at a
pace. Unfortunately there are still few common definitions or titles
for the solutions so the need for the site remains as fresh as ever.
If it it helps you understand
this emerging technology, then fine, if not please do let me know.
I will then make changes so that it should help subsequent readers.