Marketing is both an art and a science. Possibly because a great deal of creativity is involved when engineering any marketing campaign, more of an emphasis has sometimes been placed upon the artistic aspect of making efforts to connect with potential customers. For example, if a marketing campaign appears to be successful, ROI is attributed to “the art of marketing” or the idea that marketers came up with assets that helped sales representatives surpass their goals and that this was due to creativity rather than hard science. Likewise, if a marketing campaign did not result in good ROI, failure has also been occasionally attributed to the idea that marketing is an art and because of this, it is inherently difficult to predict whether or not a campaign will work. Or in other words, the campaign was good but because of the unavoidable artistic nature of marketing, some campaigns are simply destined to fail whereas others will eventually succeed.
Although creativity certainly plays a central role in developing successful marketing campaigns, in actuality, when the “art of marketing” is given as an explanation for the assumed success or failure of a marketing campaign, this is essentially a “grab bag” excuse as opposed to being a well-supported conclusion. In reality, it reflects the difficulties in being able to truly assess the ROI of marketing campaigns. Regional sales and surveys are hoped to dissipate the fog of uncertainty by providing clear numbers but even those answers still come through with a cloud of questions and probable inaccuracies.
Until recent developments and improvements of DAM Software, assessing the ROI of marketing campaigns has essentially been a guessing game with a wide margin of error. Digital Asset Management programs however, appear to finally be giving results about marketing campaigns that can be analyzed in a quantifiable (and thus scientific) manner rather than by means that are arguably subjective in nature. This is because by using Software as a Service programs for digital image management such as those provided by Widen, the effectiveness of digital marketing assets can be more easily assessed and such valuable information can be immediately made available to all key players.
Due to centralized control of digital assets, those that show ROI can be more quickly capitalized upon and those that don’t can be just as quickly discarded. This also puts pressure on marketing teams because unlike in pre DAM software times, assessment of ROI being directly related to assets used in their campaigns is more feasible. Accountability can likewise be assessed more accurately and could also become more frequent and strict because DAM provides marketers with information about the success rate of digital assets found in their corporate image library.
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