Karlsruhe, 17 July 2019. The German Martech pioneer BrandMaker, one of the world’s leading suppliers of marketing resource management software (MRM), has launched a new generation of its marketing platform using artificial intelligence (AI) for process automation.
Initially the MRM specialists have optimized management of digital content (digital asset management, DAM) on the basis of self-learning algorithms. The intelligent automation of image recognition aims to reduce the outlay involved with uploading and managing content in the media pool and save costs connected for example with the unnecessary recreation of content due to poor traceability.
The MRM software combines in its SmartSearch function various processes that result in an intelligent and comprehensive automatic description and management of content: when an image is uploaded, the system recognises the elements within the picture such as colour or form of product, relevant data on the product environment, depicted persons, time of year and image mood. The software then suggests keywords for automatic description so that these do not have to be themselves entered. Based on the target languages installed in the system, the AI also immediately translates the keywords into the language of all relevant markets.
When marketers search for media files, the system not only suggests relevant content on the basis of these keywords but also immediately considers similar images. This makes it easier to share content in the entire company and with e.g. agencies for advertising campaigns, improve result quality and thereby save time and money.
In future software releases, the potential of artificial intelligence is also to be used in other areas and modules of the BrandMaker marketing platform. In campaign planning for instance, on the basis of information concerning content that functions particularly well for specific target groups in specific countries and channels (e.g. is clicked) self-learning algorithms can autonomously assume responsibility for optimizing relevant performance benchmarks in subsequent campaigns. On this basis, the production of relevant marketing materials can then be managed in an automated way. At the same time, in project management intelligent resource forecasts make it possible to evaluate timelines and capacity utilisation levels more effectively and thus implement time-to-market strategies more reliably and more sustainably in an automated way.
“The use of artificial intelligence in marketing technology, particularly in marketing resource management, will increase even more in the next few years,” emphasises Mirko Holzer, CEO BrandMaker. “Particularly in the content area or also in campaign and budget management, using intelligent forecasts for resource and time planning or for detecting budget anomalies opens up many possibilities for making processes faster and more efficient.”
BrandMaker is the German pioneer in the rapidly growing market for marketing technologies (Martech), which is worth approx. U$100 billion. Founded in 2008 by Mirko Holzer and Sven A. Schäfer in Karlsruhe (Germany), BrandMaker has been one of the world’s most successful providers of marketing process optimization solutions for 10 years. Tech analysts such as Forrester and Gartner regularly rank BrandMaker as market leader in the field of Marketing Resource Management. With its team of 160 experts, BrandMaker serves international blue chip companies in nearly every sector. Its over 300 customers include Daimler, Rolls Royce, Marriott, Deutsche Bank, ING, Bayer, Ergo, HRS, OTTO, real and Shell.