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Why Concurrent Marketing is Becoming a Competitive Necessity

Talking with an agency customer today, he said, “our work is becoming so complex and intricate it’s more like product development”. That’s a great insight, and one that I think marketers have been avoiding. They are happy to talk about speed and measurement, but not so much about the intricacy and complexity that is become commonplace in marketing. That’s too much like engineering. However, there is no denying it – marketing is becoming vastly more complicated and intricate. Companies are trying to reach more customers through more channels, and reach them in a personalized, conversational manner. They are trying to do this simultaneously across global markets. This is extremely complicated and intricate work, but worthwhile because marketers realize that any delay in reaching a customer, or any weakness in the quality of that touch point, means lost revenue. More challenging marketing programs result in more effort, longer time-to-market, increased costs, and delayed or missed revenue. The solution? Do things faster, or do things in parallel. Product development went through the concurrent engineering movement where companies realized that the massive advantages of being first too market required reinventing their product development processes to allow more processes to run concurrently. Marketing now has to do the same. Companies have to think in terms of concurrent marketing and find ways to remove inefficiencies from their marketing processes. They need to put time-to-market high on their priorities, and find ways to make their marketing processes run in parallel. This can’t be done without getting control of your digital assets. Why do you need a DAM? The old answer was to find and reuse your high value digital assets. The new answer: to gain competitive advantage through concurrent global marketing.