May 7, 2018 by Maria Jollie
A marketing technology stack refers to the collection of technologies that a company uses to manage, improve, and advance their marketing efforts. In the complex world of technology, there are so many different specialty systems that there isn’t one solution to address all your marketing needs. That’s why companies need a full marketing technology stack that is connected and efficient. Systems that make up a marketing technology stack include digital asset management (DAM), product information management (PIM), customer relationship management (CRM), content management system (CMS), marketing automation, and many more.
Presenters at the MarTech Conference typically spend their sessions imparting wisdom on how they have created and developed their marketing technology stack to connect and make their marketing processes more efficient and effective. Attendees learn from the mistakes and successes of others so they can understand how to develop their own marketing technology stack. To help understand how the marketing technology stack plays into the overall digital strategy of the company, the Digital Maturity Model for Brand Packaging provides a visual way to identify your level of digital maturity.
This model helps companies gauge the level of digital capabilities they have developed and have yet to develop as they advance through their digital transformation journey. It identifies how processes typically work for companies in each level of digital maturity. The levels that companies advance through are reactive, organized, digitized, connected, and intelligent.
Reactive – Manual, offline tasks are triggered by external pressures.
Organized – Tasks are triggered for established stakeholders by defined processes, timelines, and physical quality measures using basic computerized tools.
Digitized – New projects, tasks, and processes are completed and measured digitally using hardware and software.
Connected – Packaging software and hardware is continuously integrated with the other business processes and systems of record.
Intelligent – An integrated ecosystem of complete product information and imagery automatically improves and synchronizes across internal and external interfaces.
As you’re developing your marketing technology stack and planning your advancement through the digital maturity model, it’s important to consider how DAM fits in the bigger picture.
Digital asset management (DAM) is a searchable library of digital assets like images, packaging artwork, photography, video, and more. A key aspect of DAM is metadata, which is information about the asset that is attached to the asset. Because each asset has strongly attached metadata, DAM can connect that asset to information from other systems, such as PIM, CMS, etc. A DAM also supports work-in-progress assets with review and approval workflows, integrations with creative and productivity tools, and much, much more.
As you’re developing your marketing technology stack and planning your digital transformation using this model, it’s important to consider DAM as a critical piece of your strategy.