Through Channel Marketing Automation (TCMA) can help to support sales and sales partners in local marketing. With a TCMA, local partners can be networked.
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Connect local partners with through channel marketing automation
Globalization and the interconnectedness of the world mean that there are more and more large companies that promote their brand nationally or even worldwide and yet rely on a uniform brand image. This is important not only for large corporations such as Coca-Cola or BMW, but other brands also rely on the distributed or local marketing system. In distributed marketing, the products and services are distributed and promoted decentrally by local partners. As a result, these local partners have the most direct customer contact, whereas the brand itself only plays an overriding role. Through Channel Marketing Automation (TCMA) can help to optimally prepare partners for local marketing and to make it consistent despite the decentralized organization.
What is a TCMA platform?
In order to successfully carry out Through Channel Marketing Automation (TCMA), a platform is used. These TCMA platforms are usually a Software-as-a-service system, which enables a brand to conduct successful marketing through its local partners. Some of these platforms are also known as Distributed marketing platform or marketing portal and make it possible to carry out target group-oriented marketing at local level. The platform connects all local partners with headquarters and thus offers support in all areas of marketing. In order to conduct distributed and local marketing that is as uniform but effective as possible, the Through Channel Marketing Automation platform gives partners access to a wide range of marketing materials, campaigns, images and digital assets, which they can use to increase their local visibility.
Why do you need through channel marketing automation?
Die Benefits in local marketing Are they Addressing customers and adapting to the local market. However, as a brand, you are handing over a lot of responsibility to the individual partners. Sales and therefore the success of the entire company ultimately depend on their marketing. that problem However, this is that The partners have a very different level of knowledge in the area of marketing because they may not have any previous marketing experience.
In addition, the procedures and processes for local advertising in many companies are complex and subject to many loops. In many cases, all measures are approved or even created by the head office. These individual and complex Processes are solved by 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 possibility at many corners and ends of to positively influence and support marketing management In general, such software offers the option of to improve the complete workflow in distributed marketing and to provide individual partners with a platform, which combines everything you need in one place. Ideally, this is easy to use and without much previous knowledge.
On the one hand, in this system, all marketing materials and advertising materials are offered in bundles. This includes not only items that can be ordered, but also the option to individualize marketing materials and adapt 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 ads, social media materials and out-of-home articles can be offered as well as trade fair articles, office 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. It can therefore also replace external digital assets management (DAM).
In addition to advertising materials and assets The systems also offer the option of publishing corporate design requirements and supporting partners in budget planning. This is also done primarily by awarding advertising subsidies for specific products or individual partners. However, to ensure that distributed marketing is also used successfully and effectively, TCMA helps to analyze the activities and then evaluate them.
- Combines the entire local marketing of sales or sales partners
- Access to all necessary marketing materials via a web-based platform
- Centralizes and simplifies marketing processes (efficient workflow)
- Combines creating, approving, and publishing in one step
- Faster time-to-market
- Overview of all marketing campaigns
- Addressing local target groups
- Analyses of products and partners
- Evaluation of partners' success
Who benefits from TCMA?
The use of through channel marketing automation creates a win-win situation for the brand and the individual sales and sales partners, as it creates a bridge between the central marketing department and the individual partners. For The head office makes collaboration easier and the workload is significantly reduced because not every measure has to be individually coordinated with the partner anymore. The partners, on the other hand, get a clear platform that covers all important marketing measures. This also makes everyday marketing easier and faster for partners. Especially with independent partners who represent several brands, such a TCMA system can result in more local marketing for the brand. In general With TCMA, headquarters is handing over more power and freedom of choice to the individual partners, but guarantees the overall 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.