Network the local partners with through channel marketing automation
Globalization and the networking of the world mean that there are more and more large companies that advertise their brand nationally or even worldwide and still rely on a uniform brand image. This is not only important for large corporations like Coca-Cola or BMW, other brands also rely on the system of distributed marketing. In distributed marketing, the products and services are distributed and advertised locally by local partners. This means that these local partners have the most direct customer contact, whereas the brand itself only plays a major role. Through Channel Marketing Automation (TCMA) can help to prepare the partners optimally for local marketing and to make it uniform despite the decentralized organization.
What is a TCMA platform?
A platform is used to successfully implement Through Channel Marketing Automation (TCMA). These TCMA platforms are mostly a software-as-a-service system, which enables a brand to conduct successful marketing through its local partners. These platforms are sometimes also referred to as a distributed marketing platform or marketing portal and make it possible to conduct target group-oriented marketing at the local level. The platform connects all local partners with the head office and thus offers support in all areas of marketing. In order to conduct distributed marketing as consistently as possible, the partners on the Through Channel Marketing Automation platform have access to a variety of marketing materials, campaigns, images and digital assets that they can use to increase their local visibility.
Why do you need through channel marketing automation?
The advantages in decentralized marketing are the customer approach and the individual adaptation to the local market. However, as a brand you hand over a lot of responsibility to the individual partners. Ultimately, the sales and thus the success of the entire company depend on their marketing. The problem here, however, is that the partners can have a very different level of knowledge in the field of marketing, since they may not have any previous knowledge of marketing.
In addition, the procedures and processes for local advertising in many companies are complex and provided with many loops. In many cases, all measures have to be approved by the head office or even created. These individual and multi-layered processes are solved by the TCMA. To do this, a company needs clear agreements between headquarters and partners, as well as platforms and connections through which current content and marketing opportunities are shared.
What does a TCMA offer?
A Through Channel Marketing Automation System offers the opportunity to influence and support marketing management in many different ways. In general, such software offers the opportunity to improve the complete workflow in distributed marketing and to provide the individual partners with a platform on which everything necessary is combined in one place. Ideally, this is easy to use and requires little previous knowledge.
On the one hand, all marketing materials and advertising materials can be bundled in this system. These are not only items that can be ordered, but also the possibility of individualizing marketing materials and adapting them to local customers and the individual branch. There are no limits to the selection of marketing materials. In a through channel marketing automation system, print articles, digital advertisements, social media materials and out-of-home articles can be offered as well as trade fair articles, business equipment or video materials. In addition, not only advertising material, but also individual digital assets such as images, logos or graphics can be shared and distributed via the TCMA system.
This means that it can also replace external digital assets management (DAM).
In addition to advertising materials and assets, the systems also offer the option of publishing guidelines on corporate design and supporting partners in budget planning. This is primarily done by awarding advertising grants for certain products or individual partners. To ensure that distributed marketing is used successfully and effectively, the TCMA helps to analyze the activities and to evaluate them afterwards.
Vorteile einer TCMA Plattform
- Vereint das komplette lokale Marketing der Vertriebs- oder Absatzpartner
- Zugriff auf alle nötigen Marketingmaterialien über eine webbasierte Plattform
- Zentralisiert und Vereinfacht die Marketingabläufe (effizienter Workflow)
- Verbindet das Erstellen, Absegnen und Veröffentlichen in einem Arbeitsschritt
- Schnellerer Time-to-Market
- Überblick über alle Marketingaktionen
- Lokale Zielgruppenansprache
- Analysen von Produkten und Partnern
- Auswertung des Erfolgs der Partner
Who benefits from TCMA?
The use of through-channel marketing automation creates a win-win situation for the brand and the individual sales and distribution partners, since it creates a bridge between the central marketing department and the individual partners. Cooperation is easier for the head office and the workload is significantly reduced because not every measure has to be individually coordinated with the partner. The partners, however, get a clear platform on which all important marketing measures are covered. This also makes everyday marketing work easier and faster for the partners. Particularly with independent partners who represent several brands, such a TCMA system can lead to more local marketing for the brand. In general, the head office transfers more power and freedom of choice to the individual partners with the TCMA, but guarantees the general brand image (corporate identity) through the templates and settings. This is particularly important because the individual partners can be seen as important ambassadors in the company's brand communication.