To get your brand message in front of the right audience, you must use multiple marketing channels. No matter the channel, what matters most is content. How well a brand uses various channels to push that content, however, is a prerequisite for a successful multichannel marketing campaign. Without compelling content, brand messaging in an email, on websites, video or in print will fall flat.
Distributed marketing automation is designed for the purpose of having a more effective use of marketing channels to send specific messaging that is tailored to local customers. The more efficient corporate marketers are in the use of these channels, the more they will see reduced cost in overhead and an increased number of customer acquisitions and retentions, which create more revenue. Less cost and more revenue sure is something that looks pretty on a financial statement.
The changing customer landscape
Channel strategies used to be relatively simple. Messaging occurred through traditional, one-way communication channels (print/radio/events/digital media/email). Prospects engaged and moved through the funnel in predictable, linear stages. Today’s consumers, however, are increasingly empowered and demanding. Marketing is more complex due to technology, consumer behavior patterns and a growing urge for digital interaction.
The challenge: achieving balance
Distributed organizations are faced with the challenge of finding the right mix of local know-how and corporate guidance. Too much governance from a central office may complicate marketers’ efforts to create tailored and personalized content. In a recent study, Gleanster research showed a positive correlation between the use of personalization and revenue growth. But how do brands with strict guidelines on content personalize marketing collateral efficiently while staying corporately compliant?
Distributed marketing is ideal for distributed organizations
Avoiding such local versus central conflicts in a distributed organization takes an organized approach called multi-channel distributed marketing. The strategy uses multiple channels while taking into account localized and personalized marketing. With the right marketing infrastructure and software solution, there can be on-demand access to campaign materials to help corporate marketing and local sales work efficiently. Distributed marketing offers scalability, and once in place, the solution works for one or one hundred branches.
Taking the leap is a necessity – staying ahead of competition
The multi-channel marketing strategy leveraged with marketing automation is ideal to address the unique needs of a distributed environment.
Making a case for a distributed marketing solution takes research and information. Convincing your decision-makers on how the current system is costing more or that it’s less efficient is a challenging and time-taking process. But it’s important to get the numbers straight so that the solution actually works for the company in the longer run.
Join us for a webinar on September 15th as we uncover ways to prove that a centralized, standardized system allows for enhanced scalability, which, in turn, lets companies better gauge their ROI.
About Sana Zubbedi
Communications Specialist, Digital Strategist and backyard vegetable farmer. I happily share my knowledge and experiences traversing the wilds of digital media. Willing to trade digital media tips for fresh organic vegetables. Brand Positioning Motto: “Make it simple, make it memorable, make it inviting to look at!”.