Distributed marketing is a marketing strategy that involves creating localized marketing campaigns and implementing them through distributed marketing teams. This approach enables companies to reach and engage customers in different markets more effectively. In this post, we'll answer the most popular questions about distributed marketing, using markdown formatting.
Distributed marketing is a decentralized approach to marketing that empowers local teams to make decisions and implement localized campaigns. The goal of distributed marketing is to create relevant and engaging content for specific target audiences, rather than a one-size-fits-all approach.
In distributed marketing, corporate headquarters create a centralized pool of resources (such as templates, images, videos, etc.) that local teams can use to create their own localized campaigns. Local teams have the flexibility to tailor these resources to their specific needs while adhering to brand guidelines.
One of the main benefits of distributed marketing is the ability to create personalized and relevant content for specific target audiences. This approach also enables faster time-to-market for campaigns and allows local teams to respond quickly to changes in market conditions.
One major challenge of distributed marketing is ensuring that local teams adhere to brand guidelines while still having the flexibility to make decisions about localized campaigns. Another challenge is coordinating efforts across different markets and ensuring consistency in messaging and branding.
Distributed marketing relies heavily on technology platforms that enable collaboration between corporate headquarters and local teams. These platforms may include digital asset management systems, content creation tools, and project management software.
Decentralized decision-making means that local teams have the authority to make decisions about localized campaigns without needing approval from corporate headquarters. This approach empowers local teams while ensuring that all efforts align with overall company goals.
Many companies across different industries are using distributed marketing, including Coca-Cola, McDonald's, and Marriott International. These companies have decentralized marketing teams that create localized campaigns based on specific market needs.
In conclusion, distributed marketing is a flexible and effective approach to marketing that enables companies to create relevant content for specific target audiences. If you're interested in implementing distributed marketing in your organization, make sure to invest in the right tools and processes to ensure success.
Vazquez, J. (2019). Distributed marketing: A new way of thinking about marketing and advertising? Journal of Marketing Communications, 26(2), 184-196.
Viswanathan, J., & Cuthbertson, R. (2018). Brand co-creation at a distance: Insights from a global distributor network. Journal of Business Research, 91, 237-248.
Petersen, A., & Kumar, V. (2017). How localized marketing campaigns can increase customer satisfaction: The role of trust and norms. Journal of Marketing Research, 54(4), 559-575.
Becherer, R., & Maurer-Fazio, M. (2016). Exploring the role of digital asset management systems in distributed marketing organizations: A resource-based perspective. Journal of Digital Asset Management, 12(6), 303-314.
Evarts, M., Williamson Haidar, L., & Kronenberg Moorehead, S. (Eds.). (2020). Distributed work today: Leading virtual teams during COVID-19 [Ebook]. Springer Nature Switzerland AG.
