Distributed Marketing 101: What is it and how can it help increase your ROI?

Solve the marketing puzzle with a distributed marketing solution


For organizations that have several marketing teams managing specific locations, brands or market segments, the challenges of keeping your marketing strategy organized and efficient is a puzzle. Trying to fit the wrong pieces together can result in inconsistent messaging, wasted costs and confusing communication across the organization. However, distributed marketing can help solve your marketing puzzle by streamlining your marketing team communications, increasing your ROI and driving sales for your organization. 

What is distributed marketing? 

Distributed Marketing is a modern-marketing process that helps bridge the gap between marketing teams and channel partners to deliver consistent branding experiences across the organization and channel partners through a top-down approach. Channel partners, also known as intermediaries, work with the organization to sell their products, services or technologies. This is usually done through a co-branding relationship. This solution allows for organizations like nationwide manufacturers or regional healthcare providers to distribute marketing responsibility across their network. 

Why should companies adopt distributed marketing? 

Think of national insurance agencies and how they sell insurance – through agents at the local level. However, marketing can be tricky in this situation without distributed marketing. Let’s look at two scenarios. 

  1. An organization’s corporate marketing team creates all the branded marketing materials for their agents. These materials remain on brand and consistent with messaging but have a “cookie-cutter” generic design. The problem is the materials are all the same and this approach may seem ingenuine to their customers.
  2. An organization allows the local marketing teams and agents to design their own marketing materials tailored to their target market, while the corporate marketing team focuses on the high-level strategy. However, an agent in California prints their own flyers with the wrong brand colors and fonts. This issue can cause brand confusion among customers and increase marketing costs.

How can distributed marketing help? Let’s connect the pieces. 

For example, Howmet Fastening Systems sells its products through sales agents and stakeholders, while KIA sells cars through dealers. The intricate operating structure of these organizations benefits from distributed marketing because it pushes branding, messaging and marketing materials from the corporate office to local channel partners. This form of marketing also allows channel partners to tailor marketing material to their target markets while keeping branding and messaging consistent throughout the entire organization network.

Increase ROI with these four benefits.

By adopting distributed marketing, an organization’s efficiency and sales can increase dramatically throughout the process while ensuring the customer experience is consistent in branding and messaging. 

Below are four benefits of distributed marketing that can result in increased ROI.

1. Develop brand consistency.

Maintaining a consistent brand is vital when marketing across different markets. In fact, according to a recent G2 survey, 70% of marketers say consistent branding is the most important thing to keep in mind when communicating with customers. But about 75% of companies do not have formal brand guidelines that are strictly enforced to build that brand consistency. 

Distributed marketing is valuable when developing brand consistency because it allows corporate and local marketing teams to tailor messages to specific target markets while staying on brand. This method ensures all your customers, no matter where they are located, see messages that are aligned with your business objectives. This makes it easy for customers to recognize your brand’s identity, products, and services. If you’re not sure how to maintain a consistent brand, here’s a good first step. 

2. Respond quickly to changes.

If your organization is working on launching a new product or service, making changes to marketing materials and disseminating those materials to channel partners can present a challenge for distributed organizations, where processes may work well in some markets but not in others.

Distributed marketing solutions can help automate decision-making with preapproved and fully customized templates channel partners can utilize on demand. These platforms enable brands to efficiently manage and maintain control over their messaging, branding and marketing materials as well as allow channel partners the ability to change materials based on their target markets. Looking for an easy, efficient platform to house your assets? We could have the solution. 

3. Reduce marketing costs.

For organizations with multiple marketing teams, costs can add up quickly and may be difficult to manage. But adopting distributed marketing, organizations can share marketing materials and customize messages for specific locations. Having a central location of marketing resources can help reduce redundancies in spending and duplication of efforts. By sharing brand assets and costs, everyone wins.

4. Seamless communication across the organization.

Organizations with marketing teams at the corporate and local levels need to communicate and collaborate frequently. However, according to a recent Pumble article, communication from the top down rarely happens as 86% of employees and executives say the lack of effective communication is one of the main causes of workplace failures. 

Distributed marketing requires corporate and local marketing teams to communicate and collaborate consistently and frequently. 

Let our team create a unique distributed marketing solution to fit your needs.

Our research-driven, data-led, custom marketing solutions focus on understanding your audience and creating dynamic results. We can help you reach the people you want to reach and make a positive impression on them. Reach out for more information on how to use our immersive approach.

 

 

Justin Cassetty
Justin Cassetty

Senior Vice President of Business Development

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