Content optimization, distribution and management efforts are a key concern for marketers. This idea is reinforced by both Gleanster Research and the CMO Council. The central conclusions of the research include:
- A significant percentage of companies are having difficulty finding balance between corporate marketing and local marketing efforts. Gleanster observed that 93% of distributed marketing organizations cited the conflicting needs of local marketers and corporate marketing as a primary challenge. Data from the CMO Council indicates 61% of marketers surveyed felt that local customization of content would be a high priority during 2013.
- Use of technology has corporate & local marketers at odds. When corporate & local level marketing teams use separate technologies, it creates marketing inefficiencies that often hinder marketing outcomes. In highly regulated industries, too much local level customization can cause brand compliance issues, which can lead to fines from regulatory bodies.
- Use of distributed marketing management software is a crucial factor for top performers. Gleanster noted that top performing companies were 7 times more likely to have implemented distributed marketing management software in their organizations.
These conclusions are aligned with Distribion’s perspective. CEO Tim Storer said:
“Organizations have a huge content management and distribution challenge due to the proliferation of marketing channels. What we offer is a solution that streamlines and optimizes the marketing distribution process, maintains brand and corporate messaging requirements and provides valuable insight into all marketing activities.”
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Distribion (http://www.distribion.staging.wpengine.com) is a leading provider of web-based multi-channel marketing automation software that allows organizations to more efficiently manage the complex needs of multi-channel marketing through a single integrated platform.