Welcome to Part 4 of our five-part blog series about choosing the right technologies for your channel marketing performance. Click the links to read Part 1, Part 2 and Part 3.
To address the complexities of distributed marketing, a growing number of companies are turning to a relatively new category of marketing automation technologies. Several terms are used to describe these technologies, including marketing asset management, distributed marketing automation, distributed marketing management, and local marketing automation. In this white paper, we’ll refer to these technologies as distributed marketing solutions.
A distributed marketing solution is a suite of technology tools that are designed to streamline and simplify marketing activities and processes for both channel partners and brand owners. Some solution providers focus exclusively on distributed marketing automation technologies, while others also offer print production capabilities, fulfillment services, and a variety of other marketing support services. In this white paper, we’re describing distributed marketing solutions that include print production, warehousing, and fulfillment services.
The central feature of a distributed marketing solution is a secure online portal site that enables channel partners to manage and execute a variety of marketing activities. The technological capabilities included in a distributed marketing solution simplify and streamline both the creation and execution of marketing campaigns and the management of marketing materials.
A distributed marketing solution will provide channel partners customizable templates of campaign materials such as direct mail documents, e-mail messages, and advertisements for print publications. These templates identify which content elements can be modified and which cannot be changed. For those elements that can be customized, the template will usually contain a set of pre-approved customization options. To customize campaign materials, a channel partner simply selects a template and chooses the desired customization options.