Creating Multi-Channel, Turn-Key Campaigns for Local Marketers
Ask teenagers what channels they like for advertising messages and they'll tell you they stopped watching TV some time ago. The only way they think about the word channel as it relates to advertising is the TV station channel numbers and even those “channels” are quickly fading from memory.
Teens aren't alone. Consumers of all ages rarely think about advertising in terms of channels. They just think about ads and how they are everywhere from road, to phone, to office and home.
Corporate marketers, in contrast, love channels. They organize teams around media channels, hire agencies based on them, plan media and creative for them.
The marketing vendor community loves channels too. They’ve built businesses around them, become experts in them and promote them at every chance too. Media channels, of course, love channels ... well at least their own.
So how does this happen? A whole industry that prides itself on being so customer focused and adaptive being so fully organized in a manner so completely in contrast to how its audience consumes its product. Surely expertise is important, but shouldn't it be connected, not isolated?
This channel fixation really complicates things for the local marketers. Like general consumers, local marketers don't think much about channels. They just think about how to get their message out to the right people and wonder why the marketing industry makes it so hard to build and run cross-channel marketing campaigns.
Interestingly, this singular focus of the local marketers may be a catalyst to drive broader industry change. The fact that local marketing is not saddled with the traditional marketing channel silo mentality, the fact that the corporate marketer assigned to support local marketing must play the integrator role of bringing the multiple cross-channel content into a single resource, and the influence of multi-channel distributed marketing management platform technology may actually result in local leading the charge to break down counterproductive legacy structures and usher in processes that are relevant to the current media structure and how customers consume messages.
A well run distributed marketing resource will connect channels, organize campaigns around messages not channels and automate marketing fulfillment to eliminate the traditional barriers and self-interests within channel teams and fulfillment vendors.
Innovative corporate marketing managers of distributed marketing networks should see this as an excellent opportunity not only to make a difference for their local marketers but for their organization as a whole.
Saepio’s recent white paper, Turn-Key, Multi-Channel Campaigns Made Easy for Local Marketers helps corporate marketers with this demand for turn-key simplicity by focusing on four steps:
- Provide a single multi-channel content creation point.
- Create a single content versioning and localization process.
- Ensure a single-step campaign payment and fulfillment process.
- Consolidate best practices reporting.
Learn more.
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