This document discusses the need for marketers to connect their content creation and communication processes across multiple channels to engage today's customers. It advocates for connecting customer data, content, agencies, divisions and other groups through an integrated cross-channel platform to enable efficient, coordinated messaging. The document provides that key foundations for cross-channel marketing include digital asset management, customer relationship management, dynamic content assembly, marketing fulfillment automation, and role-based access. It offers steps for marketers to create an inventory of current systems and identify opportunities to better connect systems and design connected campaigns.

1. Enabling Cross-Channel Campaigns
Connecting Content Creation Processes
to Drive Integrated Communication

2. A Community of Ones
• Today’s customers consume media and
marketing messages in very different
manners.
• Marketers must be able to communicate
instantaneously, consistently and across
multiple channels.
• Maintaining strong synergy between
corporate and local marketers is critical
as the consumer expects a relationship
that transcends location or a single
spokesperson.
• The marketer who embraces the idea of
connecting with today’s customers has
an incredible resources at his disposal
and an opportunity to create and foster
valuable customer relationships.

3. Managed Chaos
• The marketer’s world consists of
more mediums, customer
engagement, marketing technology
providers than ever before.
• Marketers know what they need to
accomplish, but meeting those
demands seems out of reach.
• Corporate marketers have turned to
technology and solution providers to
manage and maximize these
mediums.
• Connected, these solutions form a
powerful cross-channel platform for
corporate marketers.

4. Connected is Better
• Connecting all mediums through a
single platform would create efficient
marketing operations and coordinated
cross-messaging.
• Connect customer intelligence with
dynamic content assembly.
• Connect agencies and suppliers,
connect divisions, regions or other
internal groups with one another,
connect corporate and local marketers.
• A connected vision is fully attainable
and within reach for marketers with a
new vision and new approach to
connecting with the customers in
meaningful ways.
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5. Where and How to Start
Foundations for Cross-Channel Marketing
To facilitate connection across all marketing
processes, there are five key foundations that
must be in place.
1. Strong digital asset management/
enterprise content management.
2. Customer relationship management,
analytics and other customer data
repositories.
3. Dynamic cross-media content
assembly.
4. Marketing fulfillment automation.
5. Role-based system access to ensure
users of the connected marketing
platform experience the solution
through their role.
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6. DAM / ECM Repository
• A well-structured enterprise content
management system enables all
internal parties and external audiences
to draw on a single content reference
point.
• Web pages, emails, social media posts,
printed materials and any other
marketing content can be generated
from this single repository.
• It can share a single set of resources,
resulting in greater integration between
mediums.
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7. Customer Relationship
Management
• This connection is critical for
meaningful customer or prospect
engagement.
• Data within these repositories can be
used to influence content, offers,
location-based information and more.
• Real-time connectivity is vital for driving
instantaneous content or message
decisions and fulfilling trigger-based
marketing events.
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8. Dynamic Cross-Media
Content Assembly
• In today’s digitally driven world,
dynamically generated, personalized
content is quickly becoming the norm.
• Real-time content assembly across all
channels can ensure engaging
messaging.
• Real-time assembly also ensures
messages are always focused and
consistent.
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9. Marketing Fulfillment Automation
• Marketing automation ensures that
marketing and customer engagement
processes run smoothly with very
minimal human involvement.
• Message fulfillment serves to reduce
errors and rapidly deliver marketing
content.
• Marketing automation makes it easy to
apply changes to one piece, click go,
and it’s applied to all pieces related,
drastically reducing costs.
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10. Role-Based System Access
• Ensures that the users of the
connected marketing platform
experience the solution through their
unique role.
• This makes a robust system easy to
navigate and use.
• Ensures that all corporate marketers,
agencies, suppliers and consumers
only have access and exposure to the
information appropriate to them for their
interaction needs.
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11. Steps to a
“Connected is Better” Game Plan
• Create an inventory of your current
systems
– Create a quick inventory of the marketing
systems used by your organization or by
entities on behalf of your organization.
• Identify opportunities for connecting
systems
– Identify redundant tasks, inefficient processes,
disconnected communications and missed
opportunities.
• Design a connected approach to
campaigns
– Create an outline for preparing your marketing
team to meet the demands of an engagement-
based marketing world.
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12. For More Information Contact Saepio
• Download the White Paper • sales@saepio.com
• www.saepio.com
• 877.468.7613