Digital marketing has forever changed the way companies communicate with employees, resellers and partners, prospects, and customers. It’s faster, more personal, and less expensive than ever before. With digital marketing assets, it’s possible for corporate marketing to create the campaign, and allow local marketing teams (franchise owners, field sales, independent agents and resellers, brokers – anyone who sells the company’s products or services) to personalize or customize it with just a few mouse clicks. That flexibility comes with a whole new set of corporate compliance headaches. Luckily, a Digital Asset Management (DAM) solution can streamline the process and enforce brand Read More
Welcome to www.DistributedMarketing.org – a site dedicated to promoting advancements in distributed marketing technology.
Anyone who works in insurance marketing, financial services, or health care knows that the news on email marketing has been mixed in recent months. On one hand, industry experts and news stories report that overall success rates for email marketing are down as more and more young consumers abandon email in favor of social media and mobile communications tools like FaceTime. On the other hand, email marketing remains the most cost effective rapid response tool in the marketer’s arsenal. For most of us, email is still the “killer” app for marketing — the one we use most often to generate bottom Read More
The hit TV show Mad Men is TV’s look back at the world of traditional marketing. In the 1960’s, a handful of white, male ad agency executives in New York controlled nearly everything the public saw and heard in the media. They showed us glamorous images, and told us what the product was and how it was going to help us – and we responded by buying exactly what they were selling. That was then. Now, anyone foolish enough to try the same approach would fail miserably. There are three key reasons for that. To start with, consumers have choices Read More
In 1898, an insurance salesman named E. St. Elmo Lewis wrote a pioneering marketing textbook called, Financial Selling. In it, he created a tool he called the “AIDA Sales Funnel”. That four step model for customer engagement is still valid today. Back then, Lewis thought that each sales rep would be responsible for all for steps in the sales funnel – including paying for their own advertising to reach potential customers. Today, the traditional “AIDA” marketing model helps to assign appropriate roles, rules, and responsibilities for the four stages of customer engagement. In a distributed marketing model, the AIDA cycle Read More
Keith Dawson, Senior Editor of The CMO Site, published an interesting look at distributed marketing awhile back. If you haven’t read Keith’s article, check it out here. In the article, he notes that “marketing on demand” – in which a local agent can instantly access, customize and localize corporate marketing assets – is no longer a luxury. It’s becoming a requirement in today’s fast-paced world. Dawson’s observation that it’s time for any organization with a widely scattered sales and marketing force where individual branches or agents function independently to take a close look at how they manage their distributed marketing Read More