Marketing Resource Management market heats upMarketing Resource Management market heats up http://www.nmerge.com/wp-content/uploads/2016/02/BrandMakerLogo.gif 780 441 nMerge nMerge http://0.gravatar.com/avatar/ce0755d38d6244f0bf5581a7e16f5bb1?s=96&d=mm&r=g
Published by http://www.cmo.com.au/
BrandMaker’s decision to partner with a local integrator to bring its MRM solutions to the Australian market shines light on growing demand for marketing management technology solutions.
Marketing resource management (MRM) vendor, BrandMaker, is looking to tap into growing demand for marketing management software and extending its reach into the Australian market.
The vendor has struck a partnership with nMerge to bring its Marketing Efficiency Cloud solution to local marketers, offering a raft of software-based marketing planning, budget and workflow capabilities. The platform is used globally by more than 300 brands including Bayer, Volvo and Commerzbank.
MRM solutions are gaining ground within the marketing technology landscape as CMOs look for better ways to manage and optimise increasingly complex marketing programs and strategies. In a survey published last year by MarketsandMarkets, MRM spend was expected to reach US$4.46 billion in 2015 and climb to $9 billion by 2020, an annual growth rate of 15 per cent.
Analyst firm, Gartner, defines MRM using five key capabilities: The ability to plan and budget marketing activities and programs; creating and developing marketing programs and content; collecting and managing content and knowledge such as digital asset, content and knowledge management; fulfilment and distribution of marketing assets and collateral; and the ability to measure, analyse and optimise marketing resources.
According to Gartner’s February 2016 Magic Quadrant Report for MRM, BrandMaker is a leading solutions provider in this space and posted 30 per cent growth in revenue between 2014 and 2015. Key software investments over the past year have been around connectivity into other systems and platforms, and include online/offline integration, Salesforce and Adobe Marketing Cloud integration, and better connections with social media channels.