Aberdeen recently surveyed over 400 organizations about Marketing Lead Management practices and found that maintaining brand consistency (56%) and a lack of marketing expertise at the local level (48%) topped the list of challenges for distributed marketers.
• 29% of respondents said economic pressures have influenced collateral spending • 25% indicate they are unable to get a complete picture of marketing spend across distributed channels • 27% say managing disparate data silos significantly impacts marketing success
Distributed marketing management systems aren’t a “nice-to-have” but a “must-have” for marketers who work through channels (whether local marketers within their own organizations, distribution or reseller partners or franchisees). Distributed marketing management platforms deliver real results that drive revenue, separating companies who clearly define local marketing processes from those lacking global control.
Having the right distributed marketing management solution in place can significantly change the way national brands function with their local counterparts. When affiliates are able to access corporate-approved marketing materials and customize them with local flavor, it’s a win-win for corporate and local teams alike. Corporate is no longer saddled down with custom requests or time-consuming approval processes. All marketing materials and assets can be made available through a centralized portal that allows affiliates to create, download or deliver materials on their own time, whenever needed. Solutions with integrated print on demand or web to print capabilities further streamline workflow, ease of use and help reduce print costs. Best-in-Class distributed marketing management platforms enable affiliates to create cross-channel marketing campaigns using an effective mix of digital and print media. Further, corporate marketers can easily track and analyze data to optimize future marketing programs.
For example, one of the nation’s largest wireless service providers was inundated with requests from local retailers to create and customize ads and local marketing, resulting in production bottlenecks and lengthy turnaround times. These production slowdowns made it increasingly difficult for the client to capitalize on real-time market trends and immediately ward off competitive threats. In addition, the corporate marketing team had little insight into local activity and lacked brand consistency and legal legitimacy at the store-level. This client turned to BrandMuscle to implement a distributed marketing management solution that gave them greater control over the marketing materials and ads produced by retailers while simultaneously empowering them to generate more sales, retain customers, and promote a consistent brand. Today, independently-owned and operated retailers can quickly generate ads, print price cards, and communicate with customers across a wide variety of media channels including email, landing pages and online advertising. The client’s Facebook campaign generated an 89% increase in new visitors to over 400 landing pages that were created using the BrandMuscle solution.
Aberdeen found that Best-in-Class companies are focused on two strategic actions: centralizing and standardizing their distributed marketing operations and supporting branch / local offices in their ability to market with brand and message consistency.