Karlsruhe, September 2, 2009 +++ Operational marketing software is leading a niche existence in companies – as a result, potentials to enhance marketing efficiency and effectiveness remain unutilized. This is a key finding of the independent study “Marketing Efficiency Survey 2009”, conducted by marketinghub and supported by BrandMaker in the second quarter 2009.

200 decision makers in marketing, sales and communication departments of medium-sized and large corporations in Germany and Switzerland were interviewed regarding requirements and priorities to enhance efficiency and effectiveness in marketing. The results show clearly that software supporting the management of media assets and marketing resources is only little in use so far. Only about one third of the marketers interviewed utilize a Digital Asset Management (DAM) System, for example. “Marketing is still far from having integrated the concept of central and digital marketing content management into daily business processes”, said Christian Kleiner, CEO of marketinghub. “Even though companies invest large budgets in the creation of media assets every year, they are still not seen as assets, thus valuable, intangible goods.”

With regard to the fact that multimedia communication is used more and more intensely and that the volume of media objects is permanently increasing, however, the marketers interviewed have identified professional DAM Systems as important tools. 73 percent of the marketers think the use of a central media database such as the BrandMaker Media Pool creates potentials for reducing search costs, 72 percent expect simplified and faster publishing processes, 70 percent anticipate cost savings and almost 60 percent expect quality and productivity enhancements. At the same time the study shows that also the use of Web-to-Print solutions generates potentials to increase efficiency.

“According to the study, only 10 percent of the marketers interviewed are working with Web-to-Print solutions today”, said Mirko Holzer, CEO of BrandMaker. “On the other hand, far more than half of the companies use print media such as brochures and price sheets for their marketing. This shows that massive unused saving potentials that can be used by a Web-to-Print solution such as BrandMaker are still untouched in companies.” The use of Web-to-Print, just as Media Asset Management, promises companies lower-cost media production, faster workflows and guaranteed quality assurance regarding the compliance of advertising materials with Corporate Design.

The entire study can be purchased from marketinghub. For more information and inquiries contact: info@marketinghub.ch.

About marketinghub
marketinghub AG, headquartered in Reinach/Basel (Switzerland), is a neutral and independent research and consulting company. Founded in 2001, the company is active in market research and development in the field of content-related technologies. For this purpose, marketinghub provides research papers and organizes high-quality events focusing on the topic of efficiency enhancement by intelligent use of technology. In the field of consulting, marketinghub AG supports medium-sized and large corporations in the sustainable optimization of their marketing, communication and sales activities. By defining and synchronizing the levels of strategy, marketing processes and marketing information systems, referred to as “marketing engineering”, the company eliminates problems in execution and has realized astonishing effects for its clients in the past. Among marketinghub’s clients are Swatch, the Swiss Government of Defense, HUBER+SUHNER, Coop, German Central Association of Tourism, Dentsply Friadent as well as Endress+Hauser.

About BrandMaker
BrandMaker GmbH (www.brandmaker.com), headquartered in Karlsruhe, Germany, is Europe’s leading supplier of marketing resource management (MRM) systems and employs about 145 people throughout Europe. BrandMaker GmbH, founded in 1999 under the name “pi-consult”, is a pioneer in the area of marketing-process optimization. Since 2001, it has been selling its MRM system, also called BrandMaker, which addresses the needs of marketing and communications departments in large, decentralized organizations. BrandMaker is a comprehensive, modular MRM solution that optimizes the entire marketing process chain, removes burdensome aspects of marketing operations, and significantly increases marketing productivity. There are BrandMaker modules for, among other processes, automated ordering of online and print media (the latter via Web-to-Print), for media asset management, and for software-supported marketing planning and marketing strategy. The second key product is the BrandMaker Marketing Planner SaaS, the first completely web-based marketing planning software system in Germany (www.marketing-zeitmachine.de). Among the well-known firms that use BrandMaker solutions in their marketing departments are Commerzbank, DekaBank, Ernst & Young, EnBW, G+J EMS, Opel, and Tirol Werbung.

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