This paper outlines why consistency matters (particularly in the era of omni-channel customer engagement), the importance and power of local brand messaging, systems needed for mutually beneficial corporate and local marketing and three key steps for creating consistent brand messaging.
This paper outlines the need for coordinated message delivery between corporate and local marketers and covers the following topics: revisiting the Local Moment of Truth, sharing your brand with local marketers,applying the omni-channel concept to blended marketing and four steps for message coordination.
Engaging the local marketing advisors that compete for mindshare of you local marketers may seem counterintuitive at first. However, by engaging them, the corporate marketer can influence them and turn them from an adversary to an advocate.
When aligned, these local marketing advisors can help maximize the value of the resources you provide to your local marketers.
A Pinpoint Systems Corporation white paper discussing how companies must transform from being about them to being about the customer by:
-Committing to a philosophical and cultural shift
-Centralizing the 360° view of customer information
-Enabling intelligent outreach
-Enabling intelligent dialog
To support organizations in making the transformation from a product- and channel- focused organization to one focused on the customer, Pinpoint Systems has applied their expertise in the customer-centric space to create the Marketing System of Record solution, powered by the efficiency of the IBM Enterprise Marketing Management platform.
The tracking features of the solution allow analysts to complete these tasks:
• Attribute customer actions to specific campaigns and target cells.
• Use campaign and response history for audience selection and segmentation.
• Compute standard campaign performance metrics.
• Automatically report those metrics, as well as emerging sales trends, to product managers and other stakeholders.
This paper outlines the need for coordinated message delivery between corporate and local marketers and covers the following topics: revisiting the Local Moment of Truth, sharing your brand with local marketers,applying the omni-channel concept to blended marketing and four steps for message coordination.
Engaging the local marketing advisors that compete for mindshare of you local marketers may seem counterintuitive at first. However, by engaging them, the corporate marketer can influence them and turn them from an adversary to an advocate.
When aligned, these local marketing advisors can help maximize the value of the resources you provide to your local marketers.
A Pinpoint Systems Corporation white paper discussing how companies must transform from being about them to being about the customer by:
-Committing to a philosophical and cultural shift
-Centralizing the 360° view of customer information
-Enabling intelligent outreach
-Enabling intelligent dialog
To support organizations in making the transformation from a product- and channel- focused organization to one focused on the customer, Pinpoint Systems has applied their expertise in the customer-centric space to create the Marketing System of Record solution, powered by the efficiency of the IBM Enterprise Marketing Management platform.
The tracking features of the solution allow analysts to complete these tasks:
• Attribute customer actions to specific campaigns and target cells.
• Use campaign and response history for audience selection and segmentation.
• Compute standard campaign performance metrics.
• Automatically report those metrics, as well as emerging sales trends, to product managers and other stakeholders.
Communication Strategies for Keeping Corporate and Local AlignedSaepio Technologies
In the era of easy email, enewsletters, instant messaging and digital everything, getting communications out to local marketers quickly and affordably is easy.
The challenge is that most corporate marketers are really good at these one-way communications. But, to explode brand value at the local level, corporate marketers must communicate WITH local marketers, not TO them.
The New and Exclusive Free Paper from Email Marketing
Guru David Daniels: The Reinvention of Email Marketing
and the Future of Connected Marketing
The continued growth of email and digital marketing is creating new opportunities, but marketers are challenged by non-integrated disparate channel-centric technology solutions. To address this challenge, Email Service Providers will morph to be recognized as Connected Marketing Service Providers, with email as the hub to social and mobile marketing activities.
Given the need to create efficiencies across channels and drive effectiveness through increased sophistication, marketers must calibrate their vendor selection process to reflect emerging marketing certainties to understand the intersection of integration cost and value.
Lyris is proud to have exclusive pre-release distribution rights to the new paper by industry expert David Daniels, The Reinvention of Email Marketing and the Future of Connected Marketing. This former Forrester Research analyst, CEO and Founder of The Relevancy Group, and industry thought leader who Direct Magazine calls, "One of the most influential experts in email marketing," details the emerging criteria by which innovative email marketing practitioners should best evaluate vendors in the space.
Let the The Reinvention of Email Marketing and the Future of Connected Marketing show you how you can optimize the customer lifecycle through connected marketing.
What's Driving Digital Marketing in 2014? Conversant ResearchConversant, Inc.
A major Conversant research study evaluating
attitudes, plans and actions of both brand
marketers and agencies reveals a shift in focus
among marketers in 2014. As pressure for driving
results becomes stronger, marketers are moving
away from piecemeal tactics and experimentation
and doubling down budgets on those strategies
and tactics that they can count on to deliver a
higher return in the coming year.
The 1:1 Experience™ is a service offered by Fuji Xerox to enable companies to create a personal connection with customers, using the best of traditional CRM techniques combined with new marketing intelligence, all enabled with capabilities of high technology.
Combining targeted messaging based on customer profile and contextual information with an integrated multi-channel approach across web, print, SMS and social media platforms, the 1:1 Experience delivers increased ROI efficiency.
In this whitepaper, Chris Marriott, VP of Services & Principal Consultant at The Relevancy Group, explains how brands can nurture relationships with customers along the lifecycle—all while keeping email as the glue that holds marketing channels together.
Download the paper to gain actionable insights, such as:
-How to plan for stages in the customer lifecycle that don’t end in “buy right now”
-The primary challenges marketing executives face that are related to department silos
-Using data to recognize ‘smoke signals’ that indicate consumers are ready to buy
Email marketing one of the very old type of marketing technique in the Online business world is one of the premium services that can help businesses reach out to clients at a minimum cost and also help achieve amazing results.
Today’s buyers control the buying process far more than today’s vendors control the selling process — a phenomenon that affects both business-to-business and business-to-consumer marketers. Buyers seek the information they want online, on the Web and in social channels, as well as in that persistent nondigital venue commonly known as the real world. Today’s buyers are demanding. They expect sellers to know where they’ve been, what they’ve seen, what they’ve accepted or rejected — whether that behavior happened on their tablet, via their smartphone, or at the local branch office. Frankly, today’s marketers are struggling to keep up.
Conversant - Retail Marketer Insights The State of Digital and the Future of ...Conversant, Inc.
The study, conducted in December 2013 and January 2014, solicited information and opinions from leading
senior-level retail marketers. The digital opportunities and challenges covered in the study varied from the
current role that digital plays in marketing programs to the burgeoning interest and importance of personalized
one-to-one marketing.
For the retailer, this study provides a benchmark for today’s attitudes and efforts compared to those of a crosssection
of other retail industry leaders.
In addition, retail is often the “first mover” in digital when it comes to programs with a strong likelihood of ROI
impact. Thus, these findings are very relevant to marketers outside of the retail/e-tail sector.
Gain insight into the businesses with the greatest need for your technology with the
NEW Ci Technology Database. Harte-Hanks has expanded the Ci Technology Database to include over 4 million business locations and 6 million decision-makers so you can reach more potential buyers without busting your budget.
We\'ve identified the business locations with significant IT purchasing power and then scored them based on their need for specific technologies including computer software, hardware, networking, systems and storage and telecommunications. And, we’ve identified key contacts within those businesses most likely to be involved in the IT decision-making process.
Generate higher response rates and maximize ROI by targeting the businesses and decision-makers that matter the most with the NEW Ci Technology Database. Contact the experts at Harte-Hanks today.
From retail to technology, CPG to B2B, Aaron Smith reviews what makes an email campaign successful and provides actionable takeaways you can begin to implement immediately in you own email programs. This session covers creative, copy writing and testing strategies as well as emerging trends in email and cross-channel digital marketing.
Communication Strategies for Keeping Corporate and Local AlignedSaepio Technologies
In the era of easy email, enewsletters, instant messaging and digital everything, getting communications out to local marketers quickly and affordably is easy.
The challenge is that most corporate marketers are really good at these one-way communications. But, to explode brand value at the local level, corporate marketers must communicate WITH local marketers, not TO them.
The New and Exclusive Free Paper from Email Marketing
Guru David Daniels: The Reinvention of Email Marketing
and the Future of Connected Marketing
The continued growth of email and digital marketing is creating new opportunities, but marketers are challenged by non-integrated disparate channel-centric technology solutions. To address this challenge, Email Service Providers will morph to be recognized as Connected Marketing Service Providers, with email as the hub to social and mobile marketing activities.
Given the need to create efficiencies across channels and drive effectiveness through increased sophistication, marketers must calibrate their vendor selection process to reflect emerging marketing certainties to understand the intersection of integration cost and value.
Lyris is proud to have exclusive pre-release distribution rights to the new paper by industry expert David Daniels, The Reinvention of Email Marketing and the Future of Connected Marketing. This former Forrester Research analyst, CEO and Founder of The Relevancy Group, and industry thought leader who Direct Magazine calls, "One of the most influential experts in email marketing," details the emerging criteria by which innovative email marketing practitioners should best evaluate vendors in the space.
Let the The Reinvention of Email Marketing and the Future of Connected Marketing show you how you can optimize the customer lifecycle through connected marketing.
What's Driving Digital Marketing in 2014? Conversant ResearchConversant, Inc.
A major Conversant research study evaluating
attitudes, plans and actions of both brand
marketers and agencies reveals a shift in focus
among marketers in 2014. As pressure for driving
results becomes stronger, marketers are moving
away from piecemeal tactics and experimentation
and doubling down budgets on those strategies
and tactics that they can count on to deliver a
higher return in the coming year.
The 1:1 Experience™ is a service offered by Fuji Xerox to enable companies to create a personal connection with customers, using the best of traditional CRM techniques combined with new marketing intelligence, all enabled with capabilities of high technology.
Combining targeted messaging based on customer profile and contextual information with an integrated multi-channel approach across web, print, SMS and social media platforms, the 1:1 Experience delivers increased ROI efficiency.
In this whitepaper, Chris Marriott, VP of Services & Principal Consultant at The Relevancy Group, explains how brands can nurture relationships with customers along the lifecycle—all while keeping email as the glue that holds marketing channels together.
Download the paper to gain actionable insights, such as:
-How to plan for stages in the customer lifecycle that don’t end in “buy right now”
-The primary challenges marketing executives face that are related to department silos
-Using data to recognize ‘smoke signals’ that indicate consumers are ready to buy
Email marketing one of the very old type of marketing technique in the Online business world is one of the premium services that can help businesses reach out to clients at a minimum cost and also help achieve amazing results.
Today’s buyers control the buying process far more than today’s vendors control the selling process — a phenomenon that affects both business-to-business and business-to-consumer marketers. Buyers seek the information they want online, on the Web and in social channels, as well as in that persistent nondigital venue commonly known as the real world. Today’s buyers are demanding. They expect sellers to know where they’ve been, what they’ve seen, what they’ve accepted or rejected — whether that behavior happened on their tablet, via their smartphone, or at the local branch office. Frankly, today’s marketers are struggling to keep up.
Conversant - Retail Marketer Insights The State of Digital and the Future of ...Conversant, Inc.
The study, conducted in December 2013 and January 2014, solicited information and opinions from leading
senior-level retail marketers. The digital opportunities and challenges covered in the study varied from the
current role that digital plays in marketing programs to the burgeoning interest and importance of personalized
one-to-one marketing.
For the retailer, this study provides a benchmark for today’s attitudes and efforts compared to those of a crosssection
of other retail industry leaders.
In addition, retail is often the “first mover” in digital when it comes to programs with a strong likelihood of ROI
impact. Thus, these findings are very relevant to marketers outside of the retail/e-tail sector.
Gain insight into the businesses with the greatest need for your technology with the
NEW Ci Technology Database. Harte-Hanks has expanded the Ci Technology Database to include over 4 million business locations and 6 million decision-makers so you can reach more potential buyers without busting your budget.
We\'ve identified the business locations with significant IT purchasing power and then scored them based on their need for specific technologies including computer software, hardware, networking, systems and storage and telecommunications. And, we’ve identified key contacts within those businesses most likely to be involved in the IT decision-making process.
Generate higher response rates and maximize ROI by targeting the businesses and decision-makers that matter the most with the NEW Ci Technology Database. Contact the experts at Harte-Hanks today.
From retail to technology, CPG to B2B, Aaron Smith reviews what makes an email campaign successful and provides actionable takeaways you can begin to implement immediately in you own email programs. This session covers creative, copy writing and testing strategies as well as emerging trends in email and cross-channel digital marketing.
This slide deck covers 10 helpful tricks for acquiring email addresses, maintaining those emails with best-practices, and keeping those customers loyal to your brand. They also focus on tactics for utilizing a variety of channels to collect emails.
- How to leverage your web presence to capture as many emails as possible without interrupting the user experience
- Ways to incentivize registrations on your website, brick and mortar locations, and other channels
- Best-practices in email marketing, and leveraging those tactics to optimize your ROI
Questions? Tweet @FluentInc or email marketing@fluentco.com !
Powerpoint from textbook Business Law - the ethical, global, and e-commerce environment to accompany BA 330 course at the University of Alaska Fairbanks.
THE LEGALITY OF CALL RECORDING
A brief overview of how and why to comply with laws regarding the recording of telephone calls.
Call recording regulations are complicated, and the penalties for infringement can be costly, so it’s critical for companies that rely on phones for business to know their legal rights and obligations when it comes to recording calls.
Download this eBook and learn:
• The three organizations that regulate call recording
• The serious penalties for illegal call recording
• The difference between “one-party” and “all-party” state laws
• Two ways to obtain consent
• When the Telemarketing Sales Rule applies
• When to avoid recording altogether
The sharing of customers by corporate and local marketers is an important part of exploding brand value at the local level. Customers view their relationship with a branded product or service as a single relationship. While conflicts over customer ownership may naturally arise, it is important that corporate and local markets engage the consumer as one.
Creating Common Objectives Between Corporate and Local MarketersSaepio Technologies
Local and corporate marketers bring different perspectives to the marketing process. Each has a slightly different definition of “win” that can put marketing objectives at odds. But that doesn’t have to be the outcome. Understanding why the perspectives are different can begin a journey towards creating common objectives.
Enabling Cross-Channel Marketing: Connecting Content Creation Processes to Dr...Saepio Technologies
Today’s marketing environment challenges marketers as never before. Distributed marketing is more complex. Customer and prospect data is available, but often unstructured. Marketing mediums are prolific, yet disconnected. Consumers no longer accept media messages; they expect to define and engage with them. And they expect consistent, relevant conversations with a brand, no matter when or where the conversation occurs.
Corporate marketers now realize that teams of creative talent or collections of tactical technologies thrown at a task will no longer achieve sustainable results. To successfully drive sales, marketing has to fundamentally change.
This guide is designed to help identify the opportunity and impact that embracing the idea of connecting with today's customers can have and provide the background on how to make this a reality. Included is information on:
* A community of ones
* Why current processes result in managed chaos
* How connected is better
* Where and how to start
* Three steps to a “connected is better” game plan
Bridging the divide between brand and shopper marketingTNS
A new approach to mapping the shopper journey can drive more meaningful integration between brand and shopper marketing, and ensure brand equity translates into sales more effectively. We reveal the four principles that can connect your marketing strategy to what really drives buying decisions.
The Power of Modern Digital Marketing Automationrun_frictionless
Modern consumers are Web-savvy, mobile-loving people who typically spend more time online than reading magazines and watching TV. These changes in behavior are fundamentally changing the face of marketing – and in ways that are bringing about the convergence of direct marketing and mass marketing. For example, if you are a direct marketing professional executing targeted email campaigns and mobile marketing strategies, you are likely bumping up against mass-marketing campaigns. Why? Because like you, mass marketers are investing more in online ads than ever before – at the expense of TV commercials and print ads.
https://runfrictionless.com/b2b-white-paper-service/
The challenges of contextual marketing is a report by The Economist Intelligence Unit, sponsored by SAP. It examines the strategic, organisational and creative challenges that arise from the practice of contextual marketing.
How to reach a customer in the right wayTable of Contents .docxpooleavelina
How to reach a customer in the right way
Table of Contents
Which is the right channel to reach a customer?
Single-channel, multi- channels and omni- channels
The example of retail banking
Guiding the customers
The right incentives, and the “carrot” & “stick” theory
Creating a buzz
Which is the right content?
Content marketing and types of content marketing
Indented Study Contribution
When is the right time?
Ethical Consideration
Methodology and the example of Laura’s survey
How to reach a customer in the right way
Encourage people to join your email list
Start a blog or a website
Host a photo contest
Encourage reviews
Ask for referrals
Write a survey, questionnaires, poll etc..
Which is the right channel to reach a customer?
For a long time buying goods has taken place via the two main channels: the website of the retailer and/or the traditional retail sales point. It all used to be so simple as separate channel managers, separate channel-targeted segments, channel-aligned products, customers asked to deal with specific channels etc.
Nevertheless things have changed to date. New interactive features are provided on Websites to reach consumers, for example the possibility to try the product virtually and to achieve customised recommendations while mobile channels form the new mainstream of universal shopping, always and anywhere, via the mobile device. There is a rapid increase in the number of channels that enable users to freely access and compare, choose and buy products. Past studies indicate that customers participate more transactions in the new multichannel scenario as opposed to single-channel buyers (Dholakia et al., 2005, Seck and Philippe, 2013).
Omni-distribution channel is defined as using everything manufacturer/retailer have to gain, provide seamless, integrated and unified experience to retain customers.
Omni-distribution channel is about developing customer relations, but it has various challenges. Studies by Ogden-Barnes & Lowther (2012) on Australian retailing decision-making show that customers are lost due to inconsistent communication across various distribution channels during the first engagement phase of Omni-channel. The Kana Company research on Omni channel in 2013 sums up few Omni-channel drawbacks: the retailers face a fuzz in understanding the definition, mission and location of Omni channel in their organisation.
The omni-distribution channel is still in its infant stages, and its evangelization needs to be accelerated as it has enormous benefits that do not stand up to its dares.
The example of retail banking
Retail banking provides financial services for individuals and family
The three most important functions are:
Credit
Deposit
Money management
First of all retail banks offer consumers credit to buy homes, cars, and furniture.
Include mortgages, auto loans, and credit cards.
Yet multichannel marketing is more complicated than it might seem. Industries often multiply their channels ...
Marketing is often not properly understood yet it is critical to every business. In this slideshare, Marketing Minds covers the following:
* Explains what is marketing in the simplest form
* Explains the difference between marketing and sales
* Biggest challenges that has changed marketing
* How these changes are predicted to affect business including marketing trends and predictions.
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
2. The Importance of Consistent Messages
Table of Contents
Introduction................................................................................................................1
Chapter One - The Often Confused Consumer.....................................................2
Chapter Two - The Power of Locally Delivered Brand Messages......................4
Chapter Three - Single Source of Content is Critical...........................................6
Chapter Four - Three Keys for Ensuring Consistent Messages..........................8
Summary...................................................................................................................10
AboutThis Series
When we first published the Distributed Marketing Leadership Series guidebook“Exploding
Brand Value at the Local Level,”we had no expectation that it would quickly move to be one
of the all-time most downloaded content pieces from the Saepio library and sustain that
position for the next three years. But we probably shouldn’t have been surprised.
Exploding brand value at the local level is the objective of every distributed marketer. And
it’s not an easy task.
In this DMLS Guidebook series, we both revisit and expand on the concepts laid out in the
first guidebook and the subsequent industry-specific versions of this popular paper. In this
revisit, we find that much has changed since our first publication date. However, we are
frustrated by how much remains the same.
In particular, we are frustrated by the fact that while expansive, innovative distributed
marketing platform solutions are now fully market-tested and proven, many corporate and
local marketers are still struggling with basic relationships.
Thus, we have chosen to provide an expanded take on the Five (now Six) C’s of the win-win
brand marketing strategy. There’s nothing inherently profound about these six C’s. Yet, they
so often remain overlooked or minimized and a less-than-optimal brand value results. We
trust this expanded view will provide valuable insights that will help you build the effectives
of your distributed marketing efforts and truly explode brand value for your organization at
the local level.
Part 1 (available here) explored how to explode your brand’s value a the local level with the
6 C’s of corporate + local marketing.
Part 2 (available here) explored the importance of common objectives between corporate
and local marketers.
Part 3 explores the unique challenges faced by corporate marketing managers of distributed
marketing networks and outlines why consistency matters.
3. The Importance of Consistent Messages 1
Introduction
The concept of integrated marketing – where all marketing efforts are complimentary and
consistent – is far from new. However, in today’s environment of fragmented customer
attention, a consistent message across all channels and locales is critical.
No individual knows this challenge more acutely than the corporate marketing manager of
a distributed marketing network where corporate and local marketing messages need to be
consistent and coordinated and where local marketer involvement is essential.
This third paper in the Saepio Distributed Marketing Leadership Series collection on
Exploding Brand Value at the Local Level addresses the unique challenges faced by these
marketing managers. It outlines why consistency matters (particularly in the era of
omni-channel customer engagement), the importance and power of local brand messaging,
systems needed for mutually beneficial corporate and local marketing and three key steps
for creating consistent brand messaging.
4. The Importance of Consistent Messages 2
Chapter One
The Often Confused Consumer
Consumers are a complex and independent lot. At the same time, they are also a lot like
sheep, waiting to be guided.
An mBuys Consumer Insights Study revealed that“72% of consumers want to be engaged
with an integrated marketing approach, but only 39% are receiving that.”Clearly, consumers
are willing to be guided, advised and assisted in product and service selection. But often,
they are simply left confused instead by inconsistent messages across channels/mediums or
different themes from corporate and local marketing.
The complexity of consumer engagement with a branded product or service adds to the
challenge. Not long ago marketers were debating the appropriate mix between traditional
and digital marketing channels. But consumers quickly have made that conversation no
longer relevant. Consumer engagement preference is not about a medium, it’s about a
point in time and place in a decision process. They expect the marketer and marketing
message to be consistently there at all points and all places in time.
As an example, a recent xAd/Telmetrics Mobile Path to Purchase Study showed that 1 in
4 consumers use a mobile device all the way through a decision process. Further, and not
surprisingly, the use of a smart phone versus a tablet is heavily influenced by whether the
individual is in or out of home. But that’s far from the whole story. The same study notes
that while 40 percent report that mobile is the primary source for retail related information,
traditional PC-based web browsing, television, newspaper and yellow pages also contribute
to decisions.
Thus, the high potential for confusion.
Clearly, communication strategies must be agnostic when it comes to channel selection or
whether messages are presented by corporate or local marketers. If brand messages in a
television commercial don’t connect to the website or the website messaging isn’t consis-
tent with the print ad run or email sent by the local marketer, the consumer gets distracted
and potentially derailed. From the marketer’s perspective, it’s nice that consumers indicate
that they would welcome being led through a discovery and decision process. But delivery
on that is really, really hard. Consumer complexity, in many ways, has outpaced marketing’s
ability to respond and stories of“fumbled”customers abound.
One of the most critical potential points of failure in effectively engaging and guiding a
consumer is in the local delivery of brand messages. As discussed in the previous guidebook
in this collection, creating common objectives between corporate and local marketers can
be challenging. But it is critical that the consumer feel, see, hear and experience one unified
brand message between corporate and local. Consumers don’t view a brand in corporate
and local buckets. They experience – or at least want to experience – one brand that has
global awareness and local delivery.
5. Year after year, Saepio research shows that corporate marketing managers of distributed
marketing networks view brand consistency in local marketing content as their top priority.
Clearly they must. Consumers are expecting that consistency. And due to differing objectives,
local marketers will never fully shoulder that responsibility.
The Importance of Consistent Messages 3
6. The Importance of Consistent Messages 4
ChapterTwo
The Power of Locally Delivered Brand Messages
Consumers, for whatever reason, find local advertising more relevant and more trustworthy
than national advertising. Perhaps it’s because they can look the advertiser across the
counter and in the eye or have simply have a tangible mental connection between a
physical structure and the ad message. Whatever the underlying reason, recent research
shows what savvy local marketers have known for decades, local marketing efforts can
powerfully drive brand messages.
In a survey conducted by the Newspaper Association of America, respondents noted that
advertising on local websites is more likely to be trustworthy because it is“more likely to be
current”(78%), more likely to be credible (48%) and tend to be“more local”(46%).
The agency world is observing this trend too. A Corona Insights study noted that“Today’s
findings show that national advertisers, and their agencies, understand that local ads in a
local context are more than four times more effective, and are becoming a mainstream tool
to reach consumers locally. Additionally, 73 percent of the respondents believe that media
with a local context outperforms simply geographically targeted advertising.
With such strong supporting evidence and the ever-expanding options for delivering
personalized, localized advertising directly to consumers, shouldn’t all brand marketing
efforts be corporate yet“local”? Yes and no.
Certainly research suggests that localized content lifts results with or without the aid of a
local marketer. Additionally, as outlined in the next chapter, a marketing asset management
platform for local marketing makes execution of such campaigns easy to implement. Given
these factors, a corporate brand marketer can legitimately question if the role of a local
marketer delivering locally branded messages is even a necessary one. However, data may
be telling less than the whole story.
• Data doesn’t shake a customer’s hand. No matter how accurate it may be,
corporate insight doesn’t look a customer in the eye, audibly thank him or her for
the business or ask about how the kids’soccer team is doing.
• Data doesn’t live in the local market. Corporate insight doesn’t know about the
“Western Trails Festival”that everyone in the city knows about or that the high
school football team is going to state.
• Data doesn’t always have win-win at heart. As outlined in Part 2 of this
Distributed Marketing Leadership Series on Exploding Brand Value at the Local Level,
finding common objectives is critical to a long-term win for both the corporate and
local marketers. Analytics driven campaign management systems focused on driving
personalized, localized communications won’t always be able to consider the
nuanced win-win relationship needed.
7. The Importance of Consistent Messages 5
Saepio has long observed and endorsed the concept of blending corporate marketing
insight and local marketing intuition. This powerful combination leverages the strength of
both entities for the goal of consistent messaging that engages local consumers.
Consumers, and particularly customers, want marketing messages with a local touch. They
respond better to them, find them more current, more local and more credible.
8. The Importance of Consistent Messages
ChapterThree
Single Source of Content is Critical
Consistent messaging from corporate and local marketing to local consumers will only
happen when consistent ingredients are going into those messages.
Before simply writing that off as a quote from Captain Obvious, consider for a moment how
many“chefs”are attempting to insert“ingredients”into the local brand messaging mix.
In addition to corporate marketers, reps from local papers, radio stations, direct mailers,
yellow pages, local ad agencies, search marketers, freelance creative professionals, national
small business marketing services firms, image libraries and“brand marketer wanna be”
friends and family of the local marketer all have marketing message“ingredients”to offer
(this challenge is the focus of book six of this series). With so many competing to influence
the brand messaging, the corporate marketers not only must have the loudest megaphone,
they must also have the most complete and easiest to use content library for brand messag-
ing.
These systems are typically referred to as distributed marketing management platforms or
marketing asset management solutions and contain four key elements:
1. They provide a single marketing storefront for local marketers of all things
marketing. From campaign creative to branded apparel, anything a local marketer
would need to consistently message the brand in the local market should be found
via the marketing storefront.
2. They are a complete, searchable repository of images and other digital assets.
If local marketers – or those serving them – can quickly and easily find the content
they are looking for, they’ll use it. If not, they’ll look elsewhere. A robust digital asset
management foundation must be at the heart of any marketing asset management
solution.
3. They dynamically create content and campaigns, and do so for all channels.
A dynamic content approach is critical because it allows for the content a local
marketer sees to automatically be versioned to the local market. It also lets the local
marketer participate in content selection within a framework established by the
corporate marketer.
4. They automate marketing fulfillment.
Local marketers don’t have the time or the expertise to implement a marketing
campaign whether that campaign is a simple, outbound email series or a complex,
multi-channel campaign. Top-tier distributed marketing management platforms
automate these processes to limit local marketer involvement.
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9. The Importance of Consistent Messages 7
As an additional benefit, the same platform technology that enables local marketer engage-
ment in the creation of consistent brand messaging can be used by corporate marketers to
automate creation of personalized, localized content for local placement as part of a national
campaign. The dynamic content creation and marketing fulfillment automation can turn an
otherwise rather complex process into a highly automated, relatively easy
campaign execution processes.
A marketing asset management system can just as efficiently be used as a stand-alone
resource for local marketers, as a shared environment where corporate marketing controls
part of the content but enables local involvement and as a corporate to consumer content
creation engine. Further, advanced platforms can stage content for campaign execution or
build and deliver it in real time based on analytics guidance and consumer actions.
This powerful, flexible approach to content creation and management is becoming increas-
ingly essential for consistent message delivery across the corporate and local landscape.
With such a resource in place, consistent messaging to consumers from corporate and local
marketers operating in tandem or individually is not difficult. Without this resource, as noted
earlier, it is virtually impossible.
10. The Importance of Consistent Messages 8
Chapter Four
Three Keys for Ensuring Consistent Messages
Ensuring that consumers receive consistent messaging from corporate and local marketers
without doubt is challenging. But the goal is very attainable, even in a complex world where
consumers seek consistency across all mediums and all points in time. However, consistent
brand messaging won’t happen without a concerted, focused effort on the part of corpo-
rate marketing. Within these efforts, the following three steps will be critical:
Key Number One: Embrace Localized Marketing
Consumers are asking for localized marketing. Whether generated by corporate or local,
consumers view it as more relevant and credible.
• Think local. Turn the corporate mindset to global branding locally delivered to
increase performance.
• Think relevance. Organizationally internalize what it means to deliver on the
consumers’desire to receive content when, where and in what medium they want.
• Think analytics. Utilize corporate insight to drive local engagement and brand
messaging consistency. Do so, however, in a manner that values local, intition-based
input.
Key NumberTwo: Relentlessly Pursue a Partnering Attitude
Consumers don’t view the brand as having corporate and local parts. They view one
brand. Relentlessly pursue a partnering attitude between corporate and local marketing to
avoid consumer confusion.
• Engage local marketers. Strive to find the correct blend of corporate insight and
local intuition.
• Guide the consumer. Consumers are willing to be led through a product or service
decision process. But they do expect a seamless experience with the brand at all
points in that process. Map it out with corporate and local roles identified and
relentlessly pursue a corporate and local partnership that delivers on this expectation.
• Keep it simple. Local marketers are busy and are not sophisticated marketers. Keep
them involved but make partnering with corporate easy. Create“wins”for them that
don’t require lots of time or money.
11. The Importance of Consistent Messages
Key NumberThree: Put Systems in Place to Make Blended Marketing Easy
Consistent messaging across a consumer’s engagement with a brand won’t happen at any
level without a technology infrastructure to support it. This is particularly true when corpo-
rate and local marketers must team together to manage the consumer communications.
• Start with the content. Content is the engagement point with the consumer. Getting
an advanced distributed marketing management platform or marketing asset
management solution in place is critical. Don’t cut corners either as limited tech-
nology will limit your ability to engage customers.
• Utilize big data and analytics. The exploding capacity of hardware and software
technology in tandem with incredible volumes of consumer data now available
provides insights never available before. Blended with a content creation tech-
nology and the intuition of a local marketer, this insight can be a powerful force.
Use it fully.
• Implement locally focused real-time campaign management. Also known as real-
time decision engines, this technology enables consumer actions to dictate market
ing reaction. These engines absorb consumer interactions (what, when, where, why
and how the consumer is engaging with the brand), call on big data and analytics
within the context of these actions and then instruct the dynamic content engines
to assemble and deliver marketing campaign content both in real time and in drip
sequences. This technology is way outside the capacities of the local marketer to
manage (let alone most corporate marketers!). Implement it in ways that are“behind
the scenes”and simple to use for the local marketer but make sure to engage your
local marketers in creating the content that will be automatically and dynamically
created and served to consumers.
(See the Saepio DMLS Guidebook“The New Technology Trinity for Real-Time Consumer
Engagement”to learn more about the roles of these three technologies in customer
engagement management.)
These three steps provide the framework for creating the consistent messaging that is
key to exploding brand value at the local level. The steps are primarily philosophical with
a technology infrastructure to support the shift in thought. Ironically, many in corporate
marketing still view such approaches as futuristic. Unfortunately, most consumers have ar-
rived at that“future”and are waiting for the brand marketers – both corporate and local – to
respond. That noted, don’t wait for the full technology infrastructure to be in place to start.
Many steps can be taken immediately to facilitate, and even ensure, consistent messaging
from corporate and local marketers.
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12. The Importance of Consistent Messages
Summary
Consistent messaging must be in place across corporate and local marketing activities for
brand value to explode at the local level.
While they are individualistic and complex, today’s consumers are begging to be guided
by consistent communications across the myriad of devices, channels and locations where
they engage with a brand. Further, they don’t think about a brand in corporate and local
buckets, just in terms of information and accessibility. And, they respond better to locally
versioned messaging about the brand and the point of interaction with the brand.
Unfortunately, too often instead of guiding the consumer and capitalizing on this local
advantage, corporate and local marketers confuse them through out-of-sync marketing
messages.
Implementing strong distributed marketing management technology is key to creating
blended, consistent messages from corporate and local marketers. However, equally
important to technology is the embracement of localized marketing content and an
embracement of corporate and local partnership in the delivery of these messages.
The savvy corporate marketer the importance of pursuing robust technology infrastructure
to drive localized messaging while at the same time implementing readily available steps
that will immediately help create consistent messaging and help explode brand value at the
local level.
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13. The Importance of Consistent Messages
About Saepio
Saepio makes it easy for corporate and local marketers to build and run effective and
engaging all-channel marketing campaigns. Saepio’s powerful MarketPort marketing
platform starts with easy …
• Easy to Build and Run Cross-Channel Campaigns because everything – email,
landing pages, social, mobile, digital banner ads, signage, print ads, direct mail, and
much more – are all managed in a single, integrated digital marketing platform.
• Easy to Maximize Brand Value at the Local Level because local and corporate
marketers share a single platform but experience the same platform differently based
on their roles. Brand control, speed to market, and content localization is all easily
accomplished whether messages are for local, national or global audiences and
corporate marketers can easily assign campaign tasks to local marketers.
• Easy to Engage Customers with personalized, relevant messages because corporate
intelligence gleaned from CRM data, customer analytics, consumer actions and more
can determine what content is served when, where and how.
• Easy to Automate Marketing Fulfillment because robust workflow enables every
cross channel customer touch point to happen automatically whether launched by
corporate marketing, initiated by a local marketer or triggered by a customer’s action.
This robust yet simplified approach to today’s complex marketing challenges is in use at
hundreds of leading companies and organizations, including many of the world’s most
powerful brands. It is transforming the way corporations focus and manage their marketing
efforts in a world that introduces new channels, new competitors, new regulations and new
opportunities at every turn.
Visit Saepio.com, email sales@saepio.com or call 877-468-7613 to learn more.
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Contact Us
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