3 CHALLENGES OF ADOPTING A DISTRIBUTED MARKETING TOOL

Transitioning your distributed marketing to a digital asset management tool can provide many benefits – but any time a company converts to new software or adopts a new procedure, a certain set of challenges will emerge. Employees will have to complete software training and adapt to the new system. Throw in communication issues and potential lack of resources, and the problem becomes compounded. And if the software doesn’t support your company’s hierarchy or offer a way to measure success, those in managerial roles will have some real struggles to deal with down the road.

Feeling overwhelmed? No need to be. Below we cover the top three challenges that most organizations face when transitioning to a distributed marketing tool – as well as how you can overcome them.

Challenge 1: Lack of communication, training and resources

Once you‘ve adopted your new distributed marketing system, you’ll need to maintain a strong communication link between corporate headquarters and local producers. The transition will take time and training, which you’ll need to account for up front – don’t expect to simply hit the ground running right away. Allow for plenty of installation and training time, and make sure your users have the right technology in place to run the system.

Keep in mind that it’s completely normal for people to be reluctant to change. It’s easy to get into a daily routine, and disrupting that routine can cause unease. Transition takes time. Be supportive during the transition and encourage employees to utilize training videos, Q&A documents and online support whenever they need assistance – resources that most distributed marketing tools offer.

Challenge 2: Using software that doesn’t support your company’s hierarchy

Before you choose a web-based distributed marketing tool, first consider your company’s hierarchy and how the tool will be used among various employees. For example, corporate users and local-level users shouldn’t necessarily have the same level of access to the tool’s features. Controlling access to these features is a key component of protecting brand standards and maintaining consistency across all of your marketing pieces.

By being proactive and considering the issue upfront, you can avoid this challenge altogether. Be sure the tool you choose fits your company’s needs and wants. This will help keep the balance between the corporate level and the producer level – which can be the differentiating factor between your business growing or shrinking.

Challenge 3: Using a software that has no way to measure success

One of the most important features a distributed marketing tool can provide your business is comprehensive reporting that helps you measure the efficiency and effectiveness of your marketing efforts. But even if your system includes reporting features, it’s crucial to make sure the numbers are correct – according to Ring Lead, 44% of companies say data errors result from inaccurate information.

Before you commit to a distributed marketing tool, be sure it offers real-time reporting that is easily accessible to users and delivers accurate results. Doing so will allow you to determine which marketing strategies are working (and which ones aren’t) and make adjustments accordingly.

The Solution to Your Challenges

With more channels than ever in the mix, it’s becoming harder for parent organizations to effectively control and regulate franchises or dealers in a time- and cost-effective manner – meaning it‘s becoming increasingly important for distributed organizations to establish a strategy that allows the local levels the delicate balance of freedom they need to market the national brand while staying in compliance with company standards. A good distributed marketing strategy can simplify your process from top to bottom – and help you cut costs, too.

Save Time and Money with the Right Tool

Adopting a new marketing software will present many challenges – but if you pick a distributed marketing tool that offers the resources, capabilities and reporting you need, the transition will be much easier.

If you’re looking for a distributed marketing tool for your business, Conduit offers plenty of solutions to make the challenges easier, from training resources and customized user controls to reporting and data solutions. To learn how Conduit can make the process easy, contact us today to request a demo.