How can you eliminate corporate marketing teams’ need to create multiple versions of marketing content from scratch? How can you enforce the use of brand guidelines while allowing local marketers to deliver tailored marketing messages to their specific regions?
In a dynamic content approach, marketing content is viewed not as completed documents but rather as templates with marketing objects, which are assembled to create a finished document. It is up to corporate marketing teams to design the templates and decide which aspects local marketers will be allowed to edit. These pre-loaded templates are meant to make it easy for franchisees, retailers or regional offices to alter what they need to in order to optimize their marketing efforts without having to do any ad hoc copywriting or design. Certain customizations also need to be made to the template automatically – populating an address or logo, for example – depending on which user is accessing it.
Ultimately, corporate marketing teams should be able to offer regional groups the latitude they require – whether in terms of changing contact details, promotional offers, pricing, photos or headlines – while simultaneously limiting how logos are used, which colors and fonts are employed, etc.”