Most people who work in the marketing arena are aware of how technology is changing what they do. No longer is it acceptable for the marketing department of an organisation to act as a black box they must be able to demonstrate specific return - whether it be driving sales, reduction of costs or efficiency savings - on any expenditure made.
My view is that this naturally leads to the requirement of a technology element embedded into all marketing departments and programs. This allows for the capture and tracking of information enabling consistent reporting to see where further improvements can be made.
Recently while presenting on this I was asked what is the difference between some of the commonly used acronyms for some marketing technologies, while I was able to provide answers I went away to check that these were correct and this is how Wikipedia
describes them.Marketing Resource Management
(MRM) provides the software infrastructure to support Marketing Operations Management.Marketing Operations Management
(MOM) is a vision of end to end marketing optimization, from planning and
budgeting, through marketing content management, to global marketing
execution and analysis.Enterprise Marketing Management
(EMM) defines a category of software used by marketing organizations to
manage their end-to-end process from gathering and analyzing customer
data across websites and other channels, to planning, budgeting and
managing the creative production process, to executing targeted
customer communications to measuring results and effectiveness
From these I would argue that EMM and MRM are interchangeable and either one is required before MOM is possible.
Tags: Marketing Resource Management, MRM, Marketing Operations Management, MOM, Enterprise Marketing Management, EMM, Marketing Technology