Use Case: Marketing Communications
Speed Time-to-More-Markets Through Effective Marketing Communications
Flexible technologies and expert production processes allow companies to develop new products — and refine existing products — at an ever-increasing rate. Yet their release to the market is negatively impacted by an inability to market these products as quickly and effectively as they can be produced.
What's the root cause of this delay?
Go-to-market reliance on a complex, ineffective process for producing and delivering marketing communications materials.
A Chaotic Frenzy of Messages, Images, and Corporate Players
To successfully bring a new product — or new product version — to market, teams of marketing professionals busily create marketing messages, visual imagery, and other elements to support a plethora of marketing materials: brochures, data sheets, white papers, the corporate Web site, print ads, online banner ads, and more.
Marketing copy is drafted, sent out for review, revised, then circulated again and again, until final, approved copy can then be replicated across all marketing pieces.
Along the way, unreliable version control creates a drag on writers who try to make sure they're working with the most current version. And, because so many marketing communications approaches rely on the copy/paste approach of content across each item, any minor change to the approved copy risks not being updated in any single piece.
Content eventually gets merged with product and brand images by the production team, who must then go through another round of reviews — often literally hand-delivering — updated versions to final reviewers. And, finally, each individual piece is painstakingly brought to fruition.
And this is just the final stage for printed materials.
To the Web and Out for Translation
Your Web team and marketing groups in other geographies are anxiously waiting for approved content so they can execute on their tasks.
The Web team starts copying/pasting relevant content into various pages, and international team members hold out for translated versions of marketing materials in print and the Web so they can review them and leverage them across local campaigns.
Of course, last-minute changes are made to the original marketing copy, which sends the print team, Web team, and translators back to comb through the first set of content to pinpoint where every change must be made — for every instance where the same information appears — to ensure message and brand consistency across all marketing communications materials.
Oops! Missed That One!
Chances are, you've missed an update in one piece or another — a key message, visual brand element, or product detail — and you risk diluting your message, sending inconsistent brand signals to the market, or delivering product information that is plain wrong.
No one purposefully aims for such a convoluted, ineffective process.
Adopt a better approach.
Quark® Dynamic Publishing Solution: Streamline and Automate the Marketing Communications Process
By adopting a dynamic publishing approach, marketing professionals can efficiently produce materials and communicate consistently in multiple languages, across print, the Web, e-mail and mobile devices.
The dynamic publishing approach places emphasis on creating structured content and storing it in a central repository. Based on an automated process, content components are pulled from the repository, combined for various types of publications and audiences, and pushed to the appropriate publishing template for output to print, Web, or other media types.
The resulting documents are accessible through a Web interface that allows reviewers to comment and make revisions, translators to translate online, and marketing executives and other reviewers to review and approve online.
The online version of the content, as well as translated versions, is freed from dependence on the print process; content components can automatically be published to the Web, delivered for translation, or disseminated to e-mail and mobile devices at the appropriate time, in all languages.
If a change is required, it is made in the single source and is automatically pushed to any piece that uses that component.
Results
See examples of the return on investment dynamic publishing can help bring.