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Introduction
If youre on the hunt for a Marketing Resource Management (MRM) solution, you
have probably already done your research. If so, you have probably realized that
all vendors offer different features geared towards meeting different requirements.
We hope that this guide will leave you with everything you need to know
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What is Marketing
Resource Management?
e-Commerce
Education and
Government/NGO
Technology and
Communications
Chemical, Energy
and Agriculture
Consumer Goods
and Retail
Logistics and
Transportation
Manufacturing
and Automotive
CMS/e-Commerce Integration
System integrations
MRM
Brand Store
Web-to-Print / Web-to-Publish
ROI Tracking
Web-to-Print
Edit online
Brand Store
Product information
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Briefing
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Creation
Review
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Publication
Creative Project
Management
Start the project with all the
people involved
Web-to-Print
DAM + PIM
Brand Store
Brand Guidelines
Connectability
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While MRM solutions make sure that all your marketing campaigns are coordinated,
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Sharing files the traditional way (via email, hard copies, etc.) can sometimes lead
collaboration between internal and external parties. This means that you can
to information leaks. Not only can you set user-rights on specific files, you can
also add watermarks and revoke access to collections even after they have already
been sent out.
The marketeers job is far from finished once the content is created. The real
Without one central system, its difficult to scale up your branding and stay in
value comes from measuring the impact of campaigns. MRM software helps you
measure the creation time, cost and quality of marketing collateral produced by
internal departments or external agencies. This allows you to adapt your strategy
print materials. In other words, less time is spent on the creation and approval of
new content.
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Challenges
Garcia Jeans experienced problems managing their marketing materials, finding
the correct asset was difficult and time-consuming, resulting in a low adoption
rate. Working with their webshop was also a very labor-intensive process that
needed improvement. Garcia Jeans was looking for a new solution that would
help the company manage their digital assets more efficiently within one single
platform and needed a user-friendly solution, which would integrate their existing
Product Information Management with the new webshop, and reduce their time
to market in the process.
Solution
Thanks to the Digital Asset Management module, the company was able
to improve its file management processes. High-resolution assets for new
campaigns can be easily uploaded with the drag and drop tool, which can then
be tagged and organized. The suggestive Google-like search and advanced filters
help all users find the right files in seconds. With Bynders API, Garcia Jeans is able
synced with their brand portal. This solution removes the chances of duplicates
to easily connect the brand portal with their new webshop through Hybris, the
top-rated e-Commerce software and omnichannel solution. All images online are
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73%
53%
Benefits
Garcia Jeans was able to save a huge amount of time and effort by using
Bynder. The fashion brand could save 1 FTE thanks to the new webshop and
automating other internal processes. Their digital assets can now be stored and
shared securely within one central platform, and the labor-intensive process of
publishing product information on their webshop is eliminated.
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Internet
YouTube
Apple
Economy
Higher Spendings
Apple introduces
the iPhone
Economic Crisis
happens
2000
2005
2006
2007
2008
2009
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Economic Trends
The 2008 Economic Crisis forced companies to rethink the way they approach revenue generation and measurement, while the demands of modern marketing
completely altered the way companies communicated with their customers.
purchase
companies
to
influence
decisions
hyper-targeted
in-the-moment,
advertisements
to
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Marketing Trends
The content revolution, new media channels and the ever-changing cycle of new products are just some of the marketing trends driving the resurgence of marketing
resource management.
Trend 5: Multi-channel
Marketing
Challenges
Due to the unstructured management of their digital assets, it was challenging
and time-consuming to handle all of their PR and marketing requests. There was
no solution to effectively categorize digital media, such as high-resolution images
of products, files and logos. In order to solve these pain points, StoryTiles was
looking for a new solution one that enabled them to improve the management
and organization of their digital media, so that they can manage press and
marketing requests.
Solution
Using their Digital Asset Management module, the design company is now able
to structure all their digital assets clearly, enabling press from all over the world
to find relevant images or files in their brand portal easily. As a result, StoryTiles
can reach their promotional goals without having to spend too much time on
requests.
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As the portal is well organized and user-friendly we believe that we can reach
our goals without spending time on all requests. Now we have everything
organized and press from all over the world can find whatever they need on
our Bynder portal.
50%
20%
Reduction of Asset
Search Time
Increase in Brand
Consistency
Benefits
Thanks to Bynders solution, StoryTiles now has a simple and user-friendly
software to manage, organize and share their digital assets and files efficiently.
Judith Beek believes that Bynder led to 75% of their publications worldwide
more than they originally expected.
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Sometimes
Variance
Common
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This is the ability to extract metadata; such as author, date created, date modified,
Most systems support all common media file formats including videos, Microsoft
Office documents, Photoshop and InDesign files, and some automatically generate
thumbnail previews.
Waiting Room features ensure that only approved files are added to your asset
The ability to add files individually or in bulk to your asset bank by dragging
Most systems support common media file formats including images, videos, and
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Your media can be divided into brands or folders, and you can set your users profile
Media Collections
You can separate from both brands and categories, and share with internal or
external stakeholders.
Most Digital Asset Management systems allow you to edit files in bulk.
Some Digital Asset Management systems allow for simple image and video
manipulation such as cropping, rotating, and clipping.
Instant search results will allow you to narrow down your search within seconds,
The ability to combine several metadata fields with custom filters in order to search
The suggestive search bar feature is an easier and more intuitive way of searching
In-Depth Previews
Some systems automatically create a preview of most media files, including video,
Asset Geolocalization
Some solutions allow you to add a location to your asset which is a more intuitive
for files.
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Collections of Media
The collections feature allows you to select and group media files, regardless of
their file type, size, brand, or category. Creating a collection will allow you to not only
access, edit and work on a specific group of files at any time, but also to share this
group of files with others.
Sharing files the traditional way (via email, hard copies, etc.) can lead to information
leaks. Most systems allow users to revoke access to collections even after they have
already been sent out.
Embedding media directly saves you a great deal of time when it comes to publishing
content. You can automatically create a file embed code that you can then simply
copy and paste into your CMS.
Watermarks
In order to add further security to your files and prevent unauthorized distribution
of media files, DAM solutions allow users to add watermarks to content.
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Group your projects into campaigns and make sure that your coworkers and any
relevant third parties, such as agencies or consultants, only see the projects or
activities they are directly involved in.
Within a campaign, you can structure your projects based on your own internal
creation or review structure using specific media creation jobs and on-brand
approval stages.
Customized Workflows
Each of your jobs is a perfect reproduction of your projects creative process. The
With Creative Project Management, you can comment, annotate, download, and
Workflow software allows you to annotate images or videos and make specific
comments for colleagues or external agencies.
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Version Control
In order to ensure that you and your team are not confused by multiple drafts
floating around, Creative Project Management modules offer a clear overview of
versions handled.
Time Management
With the help of tasks and the ability to assign responsibilities, you can make sure
It is vital for agencies that clients are invoiced correctly, and that contractors are
paid for the time they spend working on a project. Some solutions allow you to track
how long a project or piece of content took to create.
Marketing Calendar
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Edit Content
Edit content through different tools that allow you to change the font, font-size,
align text, and add images.
Directly share your guidelines by inviting people to your platform or via email. Some
Selective Sharing
If an external agency only needs access to your companys font colors, logo
specification and other design specifics, you can share this part of your guidelines
instead of the whole document.
You can directly link logos or product images to your brand guidelines to inform
colleagues or external parties on how to use them.
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Web-to-Print / Web-to-Publish
Web-to-Print modules allow you to create new marketing materials such as brochures, flyers, product information sheets, etc. without having to worry about any
aspect shaping. The models of these documents are imported to the platform, allowing the user to customize the images, text and color schemes.
Smart Templates
Inline Editor
Automated Production
Templates ensure that your team members can create fresh printing materials
themselves without the need to turn to designers or agencies for help.
Inline editor features allow you to edit and modify your images and text.
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Product View
In this view, images, videos and documents, as well as product information that
belong to the same product will be automatically grouped. This will save you a lot of
time if you are looking for all available shots of the same product.
With this feature, you can embed product information when creating marketing
materials or on marketing channels such as your e-Commerce system.
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Brand Store
Advertising materials are a vital component of communicating a brand. However, fulfilling orders and distributing such materials can consume a lot of energy from
entire departments. In particular, routine inventory control and the handling of incoming orders can take a lot of time. The Brand Store module provides sales agents,
marketing managers and resellers with a central platform for ordering promotional items.
A platform where sales departments, resellers, and partners can access your
brand store to order stationery, advertising materials and customizable marketing
collateral online at any time from anywhere in the world.
A clear presentation of your products with images, descriptions and a clear overview
of the specifications such as sizes and colors. This will eliminate any doubt when
ordering advertising materials and reduce the need for any inquiries.
Shopping Cart
Employees and external parties alike can customize marketing materials on-the-fly
Automated Fulfillment
With this feature, you can order from company suppliers and/or printing companies.
Some features have integrated shipping tracking, so youll always know where your
order is and when it will be delivered.
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Content Hub
With this module, you can easily cultivate your digital assets with text and other metadata to prepare them for distribution on all your global marketing channels. Smart
integrations with creative project management, social publishing, and smart analytics allow both internal and external contributors to produce highly relevant, brandapproved content at a reduced time to market.
You can create preset structures for various content formats e.g. blog posts,
white papers, social media posts, website content, etc. and predetermined
paragraphs to save time during creation and help standardize the quality of your
content output.
Version History
Translations
Content Approval
Updated or newly written texts will never be published unless the content has been
Assembling Assets
Cultivate your articles with visual content pulled straight from your DAM when
Multi-Channel Publishing
You can publish content directly from the Content Hub module to all your marketing
creating content.
channels. Smart scheduling ensures that you push the right message, at the right
time, to the right channel.
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Insights
With Insights, you can measure the entire content lifecycle and understand your marketing from concept to distribution. Thanks to integrated analytics, you can see
which content works best, who created the best content and how long it took to create. Besides content performance, this module also allows you to track user activity,
giving you the necessary information to increase user adoption rates.
Create personalized, on-brand dashboards and templates, and visualize your data
Automatically create interactive reports that you can brand, customize, schedule
Measure the content lifecycle from creation to distribution across all channels.
Analytics show you which content is performing the best, allowing you to optimize
your marketing ROI.
Real-Time Dashboards
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Solution
DPDgroup now has a user-friendly platform where updated, on-brand digital
assets can be easily accessed by all departments. Thanks to Bynders Digital Asset
Management module, the global marketing team is able to manage, store and
share all digital assets in one place before distribution. This reduces the risk of
using old logos and images, as well as creating duplicates.
Challenges
Unlike their competitors DHL, TNT and UPS; GeoPost did not have one unified
brand, but different brands for different markets. To focus on increasing growth,
marketing team to create new brand assets that can be reviewed and approved
announced its new international commercial brand identity and parcel delivery
directly via a web browser. DPDgroups brand managers are also able to keep a
network DPDgroup. The initial rebranding involved the new design of the new
logo and integrating different brands, such as Chronopost in France, into the logo
with smart templates and specific adaption in the final step of the design creation
family of DPDgroup.
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Due to the tight schedule of our rebranding, it was key that the Bynder
system was ready for productive use within a very short time. This enabled
us to distribute all the new assets in a fast and uncomplicated way to all our
marketeers in the DPDgroup country organisations.
-Torsten Daeges, Marketing Coordinator at DPDgroup
75%
15%
Less Time to
Find Images
Saving on Creative
Production
Benefits
Bynders branding automation solution provides DPDgroups marketeers the
toolkit necessary to automate the entire rebranding process from the creation
of content to distribution. DPDgroups marketing team has been using Bynder to
deliver new branding and marketing materials to a large global team, streamlining
their rebranding process. Three weeks after the official announcement of the
rebranding, 163 marketeers from DPDgroup have been working with the brand
portal successfully.
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All marketing departments have a tried and tested way of working, and its natural
that most marketeers are opposed to any operational changes, especially on a
large scale. Thats why the implementation of an MRM solution is often greeted
with apprehension as MRM systems significantly change existing processes and
structures. However, if implemented successfully, MRM will improve existing
business processes, increase productivity and establish a more streamlined way
of working.
As you can see, the long-term benefits of implementing an MRM solution can
sometimes be overshadowed by human and financial costs involved. Thats why
you need a business case need to justify investing in an MRM system.
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Where to Start?
When building a business case for MRM, its important to define the challenges your marketing department faces whether youre struggling to manage your evergrowing number of campaigns, you need more transparency in your budget allocations or you need to prove the value of your marketing investments. Later well go
into more detail about how an MRM solution improves marketing efficiency, but for now, heres a general overview of how MRM solves the above challenges.
in the world.
budget allocations.
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5% - 20%
1% - 10%
60% - 90%
Reduce Spending on
Low-performing Campaigns
Reduce
Unnecessary Spending
Reduce Spending on
Campaigns not Aligned with Company Goals
monitoring spending.
company goals.
ones.
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Improve Productivity
Creative Project Management modules enable marketeers to streamline the content creation process, improve accountability, and achieve a quicker time to market,
so marketing departments can:
10% - 60 %
5% - 10%
5% - 20%
Improve Productivity by
Starting More Campaigns
Improve Productivity by
Reducing Time Spent on Compliance Issues
of marketing materials.
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75% - 90%
40% - 80%
10% - 15%
Reduce
Rework Costs
Increase Agency
Accountability
Reduce Overall
Agency Spending
content is.
agencies.
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70% - 90%
15% - 75%
15% - 75%
Reduce
Rework Costs
Reduce
Shipping Costs
Reduce
Paper Costs
web browser.
materials.
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50% - 100%
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types of storage:
existing functionalities.
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3. Training fees
setup, etc.).
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Marketeers will have to use the system every day, thats why marketing should
find the solution first before seeing if it supports the companys IT standards.
MRM is about helping marketeers achieve their goals. Select a solution that
Do you just need to organize and store all your digital assets? Or do you also
best fits your marketing processes. When weighing up potential vendors, its
Features
Check which solutions support your must-have and nice-to-have features.
User interface
User interfaces are like jokes; no good if they need explaining. Your team will
have to use the solution regularly, so make sure the interface is intuitive and
user-friendly.
Integrations
Be wary of standalone applications. The best MRM systems can integrate with
other platforms and systems.
Scalability
Look for solutions that are fully scalable, meaning that if your company grows,
your system will too.
6. Talk to references
Ask your vendors for references, theyre first-hand proof that the system works.
Look for references that are similar to your company or your situation.
7. Make a decision
Its decision time. Choose the vendor that is most in line with your goals,
requirements and budget.
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1. Pre-Implementation
2. Implementation
3. Post-Implementation
Pre-Implementation
Successful MRM implementation requires extensive planning beforehand. Besides thinking about modules and features, you also need to identify champions, document existing processes and set up important structures. The better the plan, the quicker the implementation.
Champions are the people in your organization who will promote the solution
and define which ones need to be streamlined. This not only helps you to find
that you set up a structure to help you organize and find your assets. Define
If you want to ensure brand consistency and spend less time and money
replacing inconsistent brand materials, make sure you create brand guidelines
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Plan Trainings
Your product champions are responsible for training their departments once the
system has been implemented.
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Our Modules
Scalability is King
Connected Solution
final approval.
Collaborate Globally
Bynders centralized platform brings together global and local
teams and streamlines communication and collaboration.
Web-to-Print
Edit marketing materials on demand.
User-friendly Interface
An award-winning and intuitive interface which ensures higher
Brand Store
Constant Support
Content Hub
Well make sure that each step of your project is carefully and
thoroughly executed.
Designed by:
Stefka Ivanova
About Us
manage and scale brands globally. Run as a Software as a Service (SaaS) model,
Designer, Bynder
Bynder is an integrated solution that enables brand managers to achieve endto-end brand consistency.
Contact Bynder
Email: marketing@getbynder.com
Website: www.getbynder.com
powers over 300 brands worldwide, including KLM Royal Dutch Airlines, Logitech
Blog: blog.getbynder.com
Twitter: @getbynder
www.getbynder.com