Distributed marketing: improve your campaign launches with a DAM system
Many large groups use distributed marketing, offering their subsidiaries campaign collateral for local repurposing. We’ve already talked about the many advantages that a DAM system, especially in terms of brand management. Today we’re going to concentrate on one of the unexpected benefits – namely, activating the network between the main office and its subsidiaries.
Here are some explanations of how this works:
1. Distributing marketing campaign collateral simultaneously to all subsidiaries
Whether it’s a matter of simple visuals, customizable collateral models, or completed collateral materials, once marketing assets have been designed at headquarters, centralizing them in a DAM solution allows them to be made internationally available immediately and automatically. With just a click, marketing departments can distribute them, ensuring that information is effectively picked up.
2. Scripting campaign launches
Well-presented marketing tools for a new campaign are more likely to be used effectively locally. This can be achieved not just by announcing news on your home page. But also by sending out a newsletter to each user. Not only will this newsletter introduce the new tools, but it can also be used to provide information about new functions offered by the solution, strategic guidelines, best practices (highlighting a subsidiary, for example), etc. By scripting campaign launches in this way, marketing departments create bonds with their subsidiaries.
3. Taking advantage of collaborative functions to relay information from subsidiaries back to the parent company
A DAM solution not only allows headquarters to push content to subsidiaries. But can also relay information directly from the subsidiaries back to headquarters. In fact, collaborators around the world can offer their opinions and comment on the collateral they receive. This very fast feedback allows the marketing department to adjust its strategy in real time (by asking its creative agency to modify a visual, withdrawing a product, etc.). Moreover, if an asset needs to be deleted or replaced, the change will be effective immediately. This helps create a good information-sharing dynamic between headquarters and subsidiaries
4. Capitalizing on local translations
The collaborative functions of a DAM system allow you to save money on translations: if your subsidiary in Chile translates collateral, they can make it available to all the other Spanish-speaking subsidiaries, which can reuse it right away.
If you’d like to discuss this with us, don’t hesitate to leave a comment below or ask us questions using our contact form.