Four to Focus On: Essential Marketing Technology
There are now thousands of marketing technologies spread across dozens of categories to support all kinds of specific use cases. But there are just four applications that are absolutely essential for digital programs. This small collection of capabilities allows teams to support the complete marketing cycle.
Three of these you’ll find consistently in marketing organizations of all shapes and sizes: marketing automation (MAP), content management (CMS) and customer relationship management (CRM). Surprisingly, one of them you’ll find only about 35% of the time. This is the one Forrester marketing recently declared has moved to the heart of enterprise marketing, Digital Asset Management (DAM). Digital Asset Management systems, historically back-office systems used for storing finished marketing assets, are increasingly tied to other enterprise technologies like CMS, marketing automation, social and CRM. According to Nick Barber at Forrester Research, “This is the overriding, umbrella trend that we are seeing. Digital Asset Management is moving to the center between upstream creative and downstream delivery.”