LYTHO NAMED A LEADER IN NEW TECH ANALYST REPORT ON MARKETING RESOURCE MANAGEMENT BY RESEARCH IN ACTION

Lytho, a creative operations platform, providing tools including creative workflow and digital asset management (DAM) to brand and creative teams, announced it was named a “leader” in a new report by the technology analyst firm Research in Action GmbH. The report, titled “Vendor Selection Matrix ™ – Marketing Resource Management” assesses the strategy and execution of the top 15 global brands that compete in the MRM space.

MRM is defined as software tools that “enable to collect and distribute marketing assets, execute on campaigns, and track marketing assets across print and digital media” by Peter O’Neill, research director at Research in Action. To maintain consistency in branding and messaging, the goal is to offer “a single, unified system for all marketing material. Additionally, it gives marketers the ability to design workflows and procedures to organize their marketing efforts.

The focus of marketing has moved from the simple realization of new business leads to a more engaging and relationship model, That raises challenges for marketing executives regarding the management of all the resources they are now responsible for: digital such as content and brand assets; as well as other components such as people (talent), costs and project workflows.”

                                                                                                         Peter O’Neill, research director at Research.

The research is based in part on 1,179 “marketing and business managers with budget responsibility” who completed a survey and approximately 1,500 interviews with the analysis firm. According to the research, the following factors are the most important ones for choosing and using MRM solutions:

• “Demonstrate our overall marketing ROI” (37.7%);
• “Reduce overall marketing operation costs” (34.6%);
• “Increase brand consistency” (25.9%);
• “Empower our local marketing stakeholders” (21.7%); and
• “Reduce marketing production bottlenecks” (18.8%).

The need for MRM is perhaps clearer, but the modern marketing executive wants more than just an asset management system, They need a more dynamic solution that enables them to forecast, measure, model, analyze and even predict all their business numbers – to be fully empowered with control over their marketing processes and outcomes.”

                                                                                                              – Peter O’Neill, research director at Research.

From its vantage point, Lytho differs from competing products because it was specially created to satisfy the requirements of the internal brand and creative teams. To that goal, the business formally debuted resource management in March 2022 as a set of functions that were added to its platform. These features were created over a year, involving more than 50 commercial customers, numerous beta tests, and incremental product releases.

These in-house agencies have experienced significant growth in recent years, which naturally adds complexity to creative operations and MRM can help them to tame the chaos, We are honored that Lytho was named a leader by Research in Action in this report, which does well to identify the business case for MRM software that brand and creative teams will find helpful.”

                                                                                                                    – Lytho Chief Marketing Officer Russ Somers.