Over 200 marketing professionals gathered in Oslo for ANFO’s MarTech Dagen 2025. The event centered on the practical application of technology in marketing, showcasing how businesses leverage tools like real-time Customer Data Platforms, marketing automation, and personalized customer dialogues to create valuable customer experiences.
As a sponsor, Papirfly was keen to explore one of today’s biggest branding challenges—maintaining consistency across an ever-growing number of channels—and how the right marketing technologies can help solve it.
The challenge of new channels
The proliferation of marketing channels offers brands unprecedented opportunities to reach diverse audiences, using a multitude of formats. However, this expansion often leads to challenges in preserving a unified brand voice. At MarTech Dagen, speakers highlighted the risks of brand dilution when messaging becomes inconsistent across platforms. The consensus was clear: without a centralized approach to brand management, the essence of a brand can easily become fragmented.
Håvard Kvinnesland at BAS Kommunikasjon, explored the rising potential of RCS (Rich Communication Services)—the next evolution of SMS. With features like branded messaging, rich media, and interactivity, RCS offers a new way to connect with customers directly on their phones.
But as with any emerging channel, it introduces a new layer of complexity: How do you ensure consistent branding and tone of voice in a format that feels more like a conversation than a campaign?
Without clear guardrails and centralised assets, there’s a risk that RCS messages stray off-brand—especially when created quickly or by different teams. It’s another example of why structured content governance and easy access to approved brand materials are critical in today’s Martech ecosystem.
Scaling content without losing control
Key Insight: Increasing content production doesn’t have to lead to chaos. Martech tools, such as DAMs, are pivotal in streamlining content workflows.
As the demand for content grows, so does the potential for inefficiencies. Common pain points include workflow bottlenecks, approval delays, and the dissemination of off-brand assets. At the event, industry leaders emphasized the importance of structured content governance. Implementing Martech solutions like DAMs can bridge organizational silos, ensuring that all teams have access to the latest, approved brand assets, thus maintaining efficiency and control.
Brand Integrity: A recurring theme at MarTech Dagen
One concept that surfaced repeatedly throughout the day was brand integrity—and how difficult it is becoming to preserve in the face of increasingly complex marketing ecosystems.
With the rapid rise of new tools, platforms, and AI-powered solutions, marketers are under pressure to move faster and produce more content than ever before. But in this flurry of automation and innovation, maintaining a clear, cohesive brand identity is more challenging—and more critical—than ever.
Speakers at MarTech Dagen pointed to how quickly brand identity can erode when different teams, regions, or agency partners rely on disconnected systems or outdated assets. As AI tools begin generating content at scale, the risk of going off-brand grows exponentially unless the right governance structures are in place.
This is exactly where Papirfly steps in.
Papirfly supports brand integrity at scale by giving all stakeholders—from local marketers to external partners—access to one platform, one source of truth. With pre-approved assets, templates, and guardrails built in, every piece of content, no matter who creates it or which channel it appears on, stays true to the brand.
Conclusion: Time to take control of your brand presence
MarTech Dagen 2025 underscored that brand consistency is achievable, even at scale, with the right Martech foundation. Centralized systems are essential in streamlining brand management across teams and channels. As brands continue to navigate the complexities of a multi-channel world, embracing these technologies will be crucial in maintaining control, coherence, and—above all—brand integrity.
From ideas to impact—without losing control
Explore how a more structured approach to assets and content creation helps brands stay consistent, no matter the platform.