Today, we at Mtivity are excited to introduce a complete redesign of our web site centered on a key theme: Marketing Acceleration.
What is Marketing Acceleration? Quite simply, it is a term we are using to describe a key challenge that all marketing teams now face: the demand to bring complex, multi-channel campaigns to market at unprecedented speed.
Marketing technology has exploded as a category over the past several years, with some 3,800 or more vendors offering SaaS solutions to automate different pieces of the marketing supply chain. Marketing Automation software in particular has been embraced by companies looking to streamline their lead flow processes.
Because every lead comes from a campaign, we realized that marketing teams around the globe are also being challenged to accelerate the delivery of these campaigns, without sacrificing quality and while providing measurable proof of value delivered. An idea was born that you’ll see highlighted on our home page:
“Don’t just automate. Accelerate.”
The new web site, showcasing our rebranded Marketing Acceleration software solution, is our way of helping marketers answer this challenge. We’ve overhauled the site to better reflect the nature of our business: helping large, global marketing services agencies and enterprise teams accelerate world-class campaigns to market.
While our products haven’t changed, we have simplified our product naming conventions a bit, to make it clearer what they do for you. We hope you like it as much as we do!
Why Marketing Acceleration?
There are clear signs that marketers equipped to deliver Marketing Acceleration services are the ones that will be best poised to win and retain business in an increasingly accelerated, competitive industry. Those who don’t will continue to lose ground to these faster, more nimble competitors.
Signalling this shift, a recent article in Harvard Business Review found a dramatic increase in the number of companies that no longer work with outside marketing agencies—27%, up from 13 % in the previous year. The number one reason cited by HBR for companies bringing their marketing in-house?
According to the HBR article’s author:
“An executive from one of the world’s largest agencies told me that his company was too big—and consequently, too slow—to compete in the lightning-fast digital space. “We have too many people,” he said, “too many contracts and too many approvals to be able to react and work effectively in a real-time world. The work is moving closer to where the customers are, where the responses can be more rapid and connected.”
In our work with marketing services agencies and their clients around the globe like Data Communications, OfficeMax/Office Depot, Oliver Marketing, Xerox and others, we have found a few key trends that make accelerating a complex campaign to market a daunting challenge:
Campaigns must be multi-channel. There is no question that digital media is growing in leaps and bounds, but it’s also clear that cross-channel campaigns that incorporate print, packaging, point of activation/point of sale, and digital media are the new normal. Manually sourcing materials, distributing RFQs, getting client approvals, and planning production runs are often manual, slow processes that can delay campaign execution.
Globalization is a requirement. Many of our customers are large global companies that operate in multiple regions around the world. That means campaigns must be planned, coordinated and executed in multiple languages, currencies and time zones.
Transparency instills trust. In the past, marketing services often included “black box” markups, and clients didn’t need to know which suppliers were being used for a given project. Today, companies are demanding more transparency and accountability throughout the campaign creation, production and execution process.
While challenging, we at Mtivity believe these trends present a significant opportunity for agencies to differentiate your business from the competition. Leveraging Marketing Acceleration software and services, you can now eliminate many of the traditional campaign bottlenecks and streamline processes throughout the entire marketing supply chain. We have architected our Marketing Acceleration software and services to help you do just that.
We encourage you to look around the new web site and give us your feedback, and especially your thoughts about how Marketing Acceleration trends are impacting your business.
We look forward to the conversation.
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