Ensuring Cross Channel Consistency in Brand Management

“Having the people,systems and governance in place to facilitate a cross channel view of marketing assets and customer experience is a critical challenge many organizations are facing”

Laura Keller, Strategist at MISI company

Silos Revisited

In many organizations the responsibility for creating marketing assets is decentralized and siloed by channel. One group is working on email marketing, another on web commerce, others on social media and still other groups on more traditional print and broadcast. Without solid governance and systems to support a view across these channels, companies are missing a tremendous opportunity to:

  1. Re-use marketing assets
  2. Realize value from cross channel synergies
  3. Evaluate the consistency and quality of marketing assets

A great deal of  time and money is wasted creating new assets because of a lack of awareness of existing assets.  Assets also need to be managed across channels in order to maintain consistency and measure effectiveness of programs and maximize impact from spend.  Any organization engaging in cross channel marketing programs will benefit from core tools and approaches that, when put into place, can improve response times and save money.

A centralized repository of marketing assets that is supported by consistent organizing principles (taxonomy) is a requirement for facilitating cross channel views and re-use of assets. Unfortunately, the following scenarios are all too common. Continue reading