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8 December 2023

Marketing in highly competitive, heavily regulated industries presents significant challenges — from ensuring messaging clarity across a significant volume of content, to consistently producing compliant communications.

Marketers rely on their marketing tech stack for smoother processes, providing efficiency when creating and managing the assets involved in campaigns. However, despite all the efficiency gained through technology on the marketing side, compliance approvals of advertising and marketing materials are often delayed due to slow manual review processes, lacking technological enhancement.

Understanding the full potential of your martech stack may provide opportunities to add powerful integrations that empower marketing to have greater control over turnarounds on compliance reviews. Here are a handful of the most commonly used martech tools and an explanation of how each one may help improve the compliance of promotional assets.

 

Word Processing Software

Word processing software, like Microsoft Word, Microsoft PowerPoint, and Google Docs, is an essential tool for drafting marketing communications and developing messaging, making it integral to marketers. To speed up the marketing compliance approval process, marketers can take advantage of plugins like Red Marker, who integrate with word processing software to instantly detect risky content and missing or incorrect disclaimers from within the same user experience. These features catch compliance mistakes proactively during the creation process rather than awaiting review by Compliance or Legal.

 

Compliance and RegTech Solutions

RegTech software like ACA ComplianceAlpha helps businesses ensure compliance through technology and services, and can be useful to marketers because it helps them keep assets and communications organized. 

Keeping files organized is especially important in the event of an audit. This software also helps marketers save time by allowing them to submit directly to their local governing body through its interface and generate reports reactively.

 

SEO Tools

SEO tools like Semrush help marketers create communications that can be found through search engines such as Google. These tools enable writers to produce search-friendly content by optimizing for keywords, readability, and relevance. They’re often used as helpful plugins and add-ons that integrate with the apps you’re already using (such as word processing software).

While these tools are important for visibility, marketers should avoid prioritizing search optimization over compliance, as even small suggested syntax changes could alter the text to the point where it raises compliance issues. Something as simple as amending a singular word from “firm” to “ firms” could change the intent of a sentence.

 

Social Media Tools

Social media tools like Hootsuite help craft social media posts that build online presence and gain followers. Social media tools can also provide a centralized location for content reviews.

Social media posts can often be time sensitive, but rushing social media communications can lead to costly compliance errors. Also, high volumes of social media posts require more approval checks from compliance officers, meaning slower review times. Plugins like Red Marker can speed this up by using AI to detect potential risks when drafting the content, prior to upload.

 

Project Management & Workflow Tools

These tools help teams plan, track, and work together to complete projects. These systems are particularly valuable in the marketing compliance review process because they enable companies to monitor the approval status of each asset as it makes its way through various stages and stakeholders. Key project management solutions include:

Smooth and transparent workflows between stakeholders, reviewers, and approvers is key to having marketing, advertising and promotional material signed off and released according to schedule.

 

Email Marketing Tools

Email automation tools such as Pardot, Hubspot, Marketo and Mailchimp enable marketers to reach clients and prospects en masse, using intelligent segmentation and dynamic content. While sending email campaigns comes with compliance risk, as with any external content, such solutions can also be used in alignment with good compliance practices when creating content. Drafting in a tool such as Word or Google Docs that has plugins with the ability to check for content compliance risk is the safest way to ensure email communications adhere to regulatory and brand standards.

 

Digital Asset Management Tools

Digital asset management tools like Aprimo, IntelligenceBank, and Veeva Vault PromoMats help make the most of existing assets. These tools can enable companies to reuse and repurpose assets that have already been approved by Legal and Compliance instead of starting from scratch to create new ones. This helps keep files organized and accessible, enhancing productivity.

 

Integrate Red Marker To Improve Marketing Compliance 

Red Marker integrates with many of the major workflow and content creation tools, acting as a plugin that leverages AI to enable custom risk detection. Identifying non-compliant copy and words in marketing and advertising assets using intelligent technology streamlines the process of creating and approving compliant content.

Click here to contact us if you’d like to book a 30-minute discovery call to walk through your marketing compliance processes and needs.

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