Ad Builder

distributed marketing governance: control vs flexibility

Balancing Brand Control and Local Flexibility in Distributed Marketing

Blog /

Balancing Brand Control and Local Flexibility in Distributed Marketing One of the biggest challenges in distributed marketing is balancing two competing priorities. Corporate teams need brand control. Local partners need flexibility. If control is too strict, local teams slow down and marketing adoption drops. If flexibility is too loose, brand consistency disappears and compliance risk […]

Balancing Brand Control and Local Flexibility in Distributed Marketing Read More »

Distributed marketing mistakes

The 5 Structural Mistakes That Break Distributed Marketing Systems

Ad Builder, Blog, Marketing Automation /

The 5 Structural Mistakes That Break Distributed Marketing Systems Even well-funded programs fail when architecture is ignored. If you haven’t read it yet, start with Why Most Distributed Marketing Programs Break. Distributed marketing doesn’t usually collapse overnight. Instead, it slowly erodes. Brand inconsistencies creep in. Approvals slow down. Reporting becomes unreliable. Local teams begin improvising.

The 5 Structural Mistakes That Break Distributed Marketing Systems Read More »

The Anatomy of a High Functioning Distributed Marketing System

The Anatomy of a High-Functioning Distributed Marketing System

Ad Builder, Local Online Marketing, Marketing Automation /

Most distributed marketing programs don’t fail because of effort. They fail because of structure. Corporate teams work hard. Local partners work hard. Agencies work hard. But without the right system design, even strong teams create friction, duplication, and brand inconsistency. So what does a high-functioning distributed marketing system actually look like? Let’s break it down. 1. Centralized Strategy, Decentralized Execution

The Anatomy of a High-Functioning Distributed Marketing System Read More »

auto dealer advertising trends

Auto Dealers’ use of digital marketing is the canary in the media coalmine

Blog, Internet Trends, Local Online Marketing, Mobile, Social Media /

We’ve been tracking the advertising behavior of small and medium businesses (SMB’s) for years, noting the dramatic increase in social media and promotions instead of traditional advertising spending (see recent videos and blogs).   A recent report published by Borrell Associates on the Automotive Advertising outlook adds fuel to the fire. Here are some highlights:

Auto Dealers’ use of digital marketing is the canary in the media coalmine Read More »

What dealers do with your static marketing materials

Ad Builder, Blog /

Marketing professionals spend thousands of dollars to make their promotional materials look perfect.  Layout, type fonts, images, color — everything is scrutinized and painstakingly reviewed until it’s ready to represent the brand out in the public.   Imagine my surprise when I saw this hanging on my front door.  Notice the black marker redacting out

What dealers do with your static marketing materials Read More »

What Triggers an Online Search for a Product?

Ad Builder, AdWords, Blog, Dealer Sites & Carts, Internet Trends, Local Online Marketing, Microsites, Mobile, Social Media /

Here is an interesting chart from BIGinsight.com that tells us what motivates consumers to start searching for product information online. Before you study this chart too closely you should also realize that in a December 2012 study they found that over 85% of consumers regularly/occasionally research online before buying a product. The chart above supports

What Triggers an Online Search for a Product? Read More »

What Are You Doing With the Media You and Your Dealers Own?

Ad Builder, AdWords, Blog, Dealer Sites & Carts, Internet Trends, Local Online Marketing, Microsites, Social Media /

There is a gold mine of value in owned media because you can promote your brand and your local dealers without having to spend any money on publication costs.  There is a very good article on Search Engine Land that helps define owned media. In their view, there are three kinds of media in modern marketing: Paid Media is

What Are You Doing With the Media You and Your Dealers Own? Read More »

Ad Mediums Have to be Relevant, Or Else.

Ad Builder, Blog, Internet Trends, Local Online Marketing, Mobile, Social Media /

A lot has been written about the movement of ad dollars from printed newspapers to newer digital formats.  For the most part ads are still intrusive, you’re watching television or reading a newspaper and your train of thought is interrupted by an ad about something  you may or not be in need of.   So, it’s important

Ad Mediums Have to be Relevant, Or Else. Read More »

New Facebook Page Post Ads Benefit from Branded Content

Ad Builder, Blog, Local Online Marketing /

Advertising on Facebook just got more interactive.  Now, Facebook page owners can run an ad to promote any post they’ve added to their page. So, the ads can now contain videos, photos, events, questions, status updates, and links.  And, according to Facebook, “If the people you reach have friends who are fans of your Page,

New Facebook Page Post Ads Benefit from Branded Content Read More »

Scroll to Top