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Marketing materials are always important, and in these difficult times, they are critical to the success of the organization, and there are huge pressures to do more with less and for less money. Enter XML. XML is often perceived as complex, rigid and horrible to work with (geeky, technical) — anathema to the average marketing communications author. But this is no longer true. XML and the tools that support them have matured to the point where the XML is hidden, much in the same way RTF is hidden from the average Microsoft® Word author. Using XML for marketing materials provides considerable benefits, including consistent messaging, reduced time to create content, reduced costs to maintain content, reduced translation costs, and powerful multichannel conversion capabilities. XML is creating a profound shift in the way we create, manage, deliver and control marketing materials. It is a shift that is resulting in significant ROI and increased levels of success.
Rockley, Ann. Rockley Group, The (2009). Articles>Content Management>Marketing>XML