Traditional marketing concerns such as brand value, differentiation in the marketplace and awareness building are not decreasing in importance. If anything, marketing is becoming more concerned about these as the ways to reach audiences are exploding even while many of the traditional channels are fading in importance. For example, search engine optimization (SEO) has become a mainstream marketing tactic for many companies including traditional retailers. An EMM platform can be a powerful tool to coordinate activities between traditional media and these powerful new tools like SEO. These challenges will certainly increase as marketers begin to utilize their customers to create content for their marketing efforts.

An EMM application can lead marketers through a process of translating a creative/business strategy into a concrete set of marketing outputs. In addition to saving money and decreasing cycle time, the technology provides consistent insights into the process so that senior management always understands where key deliverables stand.