To select the right MAM solution, you need to determine what capabilities and functionality you need and then make sure you ask prospective solution providers the right questions.
There are four key issues that all companies should address when evaluating potential MAM solutions.
Solution Use and Scope - How will the MAM solution be used? Put another way, what kinds of materials will be included in, and managed through, the MAM solution? How you answer this basic question will determine how many and what kinds of individuals need access to the solution, and it will greatly influence what functional capabilities you need in your solution. The obvious answer here is marketing materials (marketing collateral documents, promotional items, point-of-sale materials, etc.). When you're evaluating potential MAM solutions, however, consider what other kinds of materials your solution could be used to manage. Some examples would include:
- Direct marketing campaign materials
- Sales support materials (presentations, proposal templates, etc.)
- Administrative/technical/human resources documents
- General business supplies
Incorporation of Business Rules - Can the MAM solution be customized to incorporate and enforce your business rules and control mechanisms relating to the acquisition and use of marketing materials? A capable solution provider should be able to customize the MAM solution to incorporate the control mechanisms you need, but this issue should be addressed early in your evaluation process.
Reporting Capabilities - Does the MAM solution provide all of the reporting capabilities that your company needs?
Of course, your evaluation process should not be limited to these four issues. Your company's particular characteristics and needs will point to other issues that you should address when selecting a marketing asset management solution.
To help jumpstart your evaluation process, we've just published a white paper that contains twenty-three critical questions you need to ask when choosing a marketing asset management solution. If you'd like to review a copy of our new white paper, send an e-mail to ddodd(at)pointbalance(dot)com.