What is EMM?

Enterprise Marketing Management (EMM)

Enterprise Marketing Management (EMM) is a software category aimed at helping marketing organizations manage complexity, automate processes, boost productivity, interact with buyers, and grow revenue. The EMM market comprises many subcategories including relationship marketing, brand marketing, online marketing, and marketing operations. As marketing dependence on technology grows and discrete marketing technology disciplines mature, the EMM footprint will continue to expand and consolidate.

Responding to a Shifting Landscape
Today’s marketing environment is highly dynamic. The effectiveness of traditional marketing tactics is rapidly diminishing as consumers move their activities online, leverage the Internet to access to unprecedented volumes of information, and respond to the ever increasing volume of marketing content by adopting tools that enable them to block ad content. Smart marketers realize that the status quo is not sufficient – marketing must evolve.

What does the evolution look like? Marketing will abandon its age-old push marketing paradigm in favor of a paradigm that engages customers in a dialog that integrates online/offline and inbound/outbound channels. To do this effectively, marketers must deepen their awareness of the customer, improve the relevance and timeliness of their messages, and strive for consistency across channels and time. Unica calls this style of marketing Interactive Marketing.

Interactive Marketing: Engaging each customer and prospect in a cross-channel dialog that builds upon their past and current behavior.

EMM technology must also evolve. To effectively transition to interactive marketing, marketing organizations need technology solutions that helps increase their customer awareness, centralize customer decisioning across inbound and outbound channels, manage cross-channel execution, and integrate marketing operations. Unica is leading this evolution.

Marketing System of Record
The new marketing paradigm also requires marketing organizations to create a system of record that brings together marketing information and assets across the entire marketing function to expose and integrate:

Business definitions and metadata such as customer segments, offers, contact strategies, key customer behavior triggers, and best practices
Marketing assets, such as briefs, creatives, reports, and budgets
A comprehensive marketing calendar documenting plans, key milestones, and events that guide the organization
The history of individual marketing communications and responses that drive customer interactions
Status information such as metrics, lead disposition status, response rates, project completion, or budget committed

Unica’s marketing solutions reduce time-to-market through automation, improve customer communication strategies and targeting through analytics, ensure consistency across channels, and prove the value of marketing through closed-loop measurement and reporting.

With over 600 customers across five continents from a variety of industries, Unica's Affinium product line is recognized as the leading EMM solution. Affinium is available "on-demand" (hosted) or for in-house deployment.

To learn more about the Affinium Suite, click here.