Marketing software

Like just about everything else marketing has gone high tech as well. Gone are the day of clipboard surveys and paper presentation. Today's world of marketing runs from highly sophisticated software that manages and streamlines virtually every marketing function. Best of all marketing software itself has evolved from a one size fits all approach to marketing software programs that are tailored to specific industries, markets and even company sizes. No longer are companies forced to piecemeal their marketing from software bits and pieces but they can choose a program that custom fits their marketing needs and the needs of their target market. An organization with the right skills and culture to adopt this capability can set no limits on their profitability and potential. If you are looking for integrated marketing resource management software you can expect it to manage the following things:

• Project management
• Campaign management
• Creative production
• Expense management
• Budget management
• Strategic planning
• Lead management
• Event management and planning
• Advertising
• Product and brand management
• Marketing performance measurement
• Digital asset management
• Workflow and approvals
• Scheduling and calendars

Marketing Automation
The use of marketing software has given birth to different terms applicable and specific to marketing software. One of these terms is Marketing automation. Marketing automation is the use of software to automate marketing processes such as customer segmentation, customer data integration and campaign management. The use of marketing automation makes processes that would otherwise have been performed manually much more efficient. And even more importantly marketing automation even makes some new processes possible and cost efficient. Marketing automation has become an integral component of customer relationship management. Where the functions of marketing automation would have had to be done by several employees (or an outside agency) today marketing software allows marketing automation to be managed by as few employees as possible decreasing cost and increasing profitability.

Marketing Resource Management
One of the most important things that marketing software does is the management of marketing resources. Marketing software quickly and easily optimizes effectiveness and efficiency by the end-to-end integration of operations, processes, execution and metrics. Marketing software saves time, enables better, more informed decision making, more effective management and an increased focus on revenue-generating activities. In short the use of marketing software helps to achieve the best practices in marketing. Marketing resource management is the system-based management of the entire marketing function whereby marketing effectiveness and efficiency are optimized. Resource management focuses on end-to-end integrated marketing processes and metrics. Marketing Resource Management software is used to support the entire marketing process. Marketing Resource Management brings to marketing the same discipline of process, metrics and systems-based management that is revolutionizing the supply side of organizations.

Agency Management
Marketing software is also changing the face of agency management because it puts marketing and business development at the forefront. Businesses that were once forced to outsource their marketing now have the marketing tools they need right at hand. Companies no longer have to be dependant on the requirements (or whims) of an agency. If businesses have the right software it can be a complete integrated system that helps in-house creative, advertising, and event personnel deliver superior marketing results in addition to streamlining operations and improving productivity and profitability. The turnaround time on creative and event planning is also drastically cut down as now all work can be done in-house using marketing software functions.

Media Buying
Marketing software can also work as media buying software. Most marketing software has functions that allow for media buying all from one place. Good marketing software is now a state-of-the-art second generation system designed for today's companies who need to plan, execute and manage integrated magazine, newspaper, direct mail, direct response, Internet, outdoor, radio and TV campaigns. Media buying software tightly integrates buying, accounting, traffic and creative production in one easy to track process. Media buying software also allows the user to stay up to date on the newest trends in media buying and what will most effectively reach their desired target market.

Event Management
One of the most important functions in marketing today is event management. Marketing software can also manage this marketing function as well. There are specific marketing software programs that are designed for event, meeting, conference, and trade show attendees, agencies and producers. Prospective users should make sure that their marketing software has event management software built in with the most comprehensive list of features available. Since event planners must manage highly detailed aspects of marketing having software that functions in event management can streamline and organize the process helping to insure company events are the most profitable and effective they can be.

Event Registration
Companies looking to purchase marketing software should also consider software with event registration. This function of marketing software provides a complete integrated solution for management, planning and online event registration. In addition marketing software can track detailed attendance information and can be designed for free and fee-based events. This becomes crucial in designing a way for feedback from customers and helps promote customer loyalty and buyback behavior. More and more customers are using events as a way to gauge the success of a company and its products before committing to buying.

Digital Asset Management
Marketing software can also work to manage digital assets. This means that your software should be able to manage all marketing documents applicable to your overall marketing plan. Most marketing software has digital asset management software that is specifically designed for marketers. The use of marketing software in this way saves time, reduce costs and can help to improve brand consistency. Overall marketing software enables users to store, route, approve, review, mark-up and manage documents and creative files of all types. This cuts down on the paper work, storing and accessing of needed marketing documents. Everything can now literally be at the marketers fingertips.

Ad Sales and Inventory Management
Marketing software provides an integrated suite of tools to manage advertising sales, bookings, reservations, inventory and billing. Often one of the biggest functions of marketing is the managing of advertising sales and bookings. Large companies that are spending millions in advertising need software that can manage these functions along with the resultant reservations, inventory and billing that accompany these aspects of marketing.

Online Marketing Software
Marketing software has also evolved beyond just traditional marketing. There are now specific programs available for online marketing. This is especially important as online marketing has been shown to be the fastest growing segment of marketing. Savvy business owners are rushing to take advantage of rapidly growing target markets available through the internet. This type of online marketing software works to set up a system that allows the marketer to recruit, manage, and build an army of online affiliates that can help promote their products and services throughout the Internet. In addition this software can work to give affiliates exclusive access to marketing and promotional tools to promote your business. One of the newest functions that many online marketing software programs have is the ability to offer unique tracking codes that your affiliate can use so that any referring customer that is sent to your business, they will get the proper commission for it. Also this type of software will also help the marketing professional manage most of the aspects of their affiliate marketing strategy from signup, to member management, to payment of affiliates, and to keeping proper records of commissions. It can even manage affiliate marketing tools such as banner ads, text links, email ads that are assigned to affiliates that will help them to promote your products and services.

Purchasing Marketing Software
Many startup companies are overwhelmed by the numerous choices available today in marketing software. Careful research will help eliminate the possibilities of investing considerable resources (cash and time) into the wrong marketing software and taking the company off track in meeting marketing objectives. Industry related research can show companies what type of marketing software is being used in their industry. In addition consultation with outside marketing consultants (though often viewed as cost-prohibitive) can share insight on marketing software that would work well for their company. The value of an online search can not be overstated as small companies who are building a marketing program can look online for sample marketing programs that often offer free downloads. This way a company can test out how well a program works before committing large amounts of cash for purchase and training of employees. Medium size companies who may have outgrown their initial marketing software may do well to consider a "marketing overhaul" by outside marketing consultants who can help grow a company's inner marketing structure. Companies with sufficient marketing budget may also do well to consult outside advertising agencies for help on setting up an in-house marketing department. Large companies must make the effort to stay informed and up to date on the latest marketing software as the industry changes quickly with perhaps millions of dollars of marketing outlay at stake. Trade shows, inter-industry conferences and even trade publications can also give valuable insight into the best and newest marketing software.