Agilewords Blog

4 Ways Collaborative Tools Can Be Used In Marketing Depts

If you’ve ever watched Mad Men - an award-winning TV show about a 1960s advertising agency - you probably noticed how office life has changed. In the series, the ace copywriters worked by themselves until they had that ‘a-ha!’ moment and delivered the killer copy. Everyone’s work was clearly delineated. There was little collaboration in the way we understand it.

Contrast this with how Marketing Departments work today. Not only has the pace of life changed, but the way information is gathered, refined and published is also different.

4 Mosaic

The Shift Towards Collaborative Tools in Marketing Departments

Marketing Departments were unable to leverage collaboration in the 60s for a variety of reasons:
  • Technology - They lacked the tools to write, share, and publish content over ‘networks’. Documents weren’t emailed or shared online. Maybe they were printed out or in some cases faxed for approval. And remember it wasn’t unusual for reporters to call in their stories, which were then typed up by the ‘typing pool’ on carbon copies. The CC in your email software comes from this same carbon copy.
  • Best Practices - One of the advantages we have today is the opportunity to examine how others implemented document collaboration solutions, see where they’re made mistakes and learn from them.
  • Culture - What’s the norm for us today (working remotely, sharing documents in the cloud, interacting across different timezones) was not feasible in the 60s. But today workforces are globalized, the concept of a ‘9-5’ workday is fading, and we’re connected most all the time.
How long can you survive without checking your email?

How Marketing Departments Can Collaborate Online

The Internet ushered in a new way to do business. First it was email, then browser-based tools, and now online collaboration.
These changes have allowed Marketing Departments to reconfigure their business processes and see how they can optimize their services, for example:
  1. Content Development - Marketing Departments can bring their best teams together when working on large projects (for example, executing a nationwide publicity campaign) and ensure that all parties contribute to the deliverables on schedule. And the advantage of a web-based project dashboard is that it allows the Team Lead to monitor all tasks online and drive the project to completion faster.
  2. Internal Collaboration - An Integration Marketing Campaign touches many points across the business. The challenge for marketing executives is to communicate where and how other parties need to feed into this process. Using web-based tools such as Agilewords allows project stakeholders to contribute online and exchange their ideas in a truly collaborative manner. Contrast this to sending multiple email updates, file attachment, and status updates.
  3. Client Services - When liaising with clients, for example, developing design documents and proof of concepts, they can share drafts online and get feedback faster. This accelerates the development lifecycle as the marketing team can review the comments online (even out of the office or when traveling) and make the necessary enhancements to the client’s documents.
  4. Partnership - When working on international projects (for example, large overseas contract awards), marketing departments can use document collaboration tools to centralize project documentation, review materials, schedule tasks, and ensure that all parties have access to the correct documents. Again, contrast this to the sluggish way in which email is used to share documents, collate feedback, and request approvals.
Takeaways
The flexible nature of document collaboration tools also helps reduce process inefficiencies with emails and other file sharing technologies, reduce costs by avoiding unnecessary reworks, and allow your team to work on more projects in a more cost effective manner.
Marketing departments should consider web-based tools to streamline their content development process, especially on projects where different contributors provide multiple inputs and clients are involved in the review process.
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  • Project Management Software girl

    3-31-2011

    Is incredible how people were able to work in those “ Mad Man” days ;)
    I think collaboration tools is what we need this days to work effectively with team members. As a freelance web copywriter I work with my clients through Teambox, free project software for online collaboration and project management that is open source, easy and fun to use. With Teambox you can create projects and delegate task with team members and clients, share documents, links, image videos and also you are able to create wiki pages to review and edit content. Take a look: http://www.teambox.com

    Reply

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