If you need more evidence that the media landscape is more fragmented than ever, just take a snapshot of your own life.
If you’re like many people, you might check your email on your smartphone and take a quick look at Facebook, Instagram or Twitter even before you roll out of bed in the morning. At breakfast, you read the newspaper or watch the morning news on television. On your way to work, you listen to the radio in your car, perhaps making a quick stop at the supermarket to pick up something for lunch. When you get to the office, you scan the latest breaking news on your computer and maybe even check in on Foursquare…
All of these channels have a significant impact not only on consumers, but on the businesses that advertise through them. The challenge for marketers is to take all of these moving parts and somehow create a unified media strategy.
Too often, the marketing “solution” ends up being as fragmented and complicated as the challenge it’s supposed to overcome. Rather than working together, each tool remains isolated in its own universe, creating duplication of efforts, eating up resources and potentially resulting in message inconsistency and confusion. Marketing Automation, Ad Builders, Market Resource Management (MRM), Market Asset Management (MAM), Marketing Automation (MAM): it can be overwhelming just reading the names of these solutions, let alone trying to understand what each does and how it’s different.
With tiered or distributed sales and marketing channels comes an additional level of complexity. Each franchisee or channel partner has their own unique set of local marketing issues that need to be addressed without straying from the brand. No wonder it’s called “content chaos.”
Our goal at Brandmuscle is to cut through this chaos, simplifying local marketing through a holistic, integrated approach with a robust software platform and on-demand professional support that together solve each piece of the distributed marketing puzzle. It may seem counter-intuitive, but simplicity makes you a much more (not less) powerful marketer. You and your team are more likely to use something that’s easy to use. And since we are a cross-medium solution, the whole becomes greater than the sum of its parts. When franchisees and distributors are able to leverage a variety of media channels while also staying on-message and protecting the brand, great things happen for our clients. And we like that.