Centralized Or Decentralized Marketing Strategies

Expanding your market and channels will boost your chances to increase sales productivity. However, this is easier said than done. Digital marketing has paved the way to market and sell your products, services or solutions farther than the city where your company is based. You can now have resellers or channel partners who are located even in the corner most areas of the world. With this wide marketing possibility, you must then decide whether to employ centralized or decentralized marketing strategies.

To be able to decide which one is the best choice for your channel to use, you must understand each strategy first.

Centralized Vs Decentralized

A centralized marketing strategy requires that every marketing strategy, creation and distribution of all marketing materials are all done in just one location. This is usually where the main office is located or where the owner or manager is based.

On the other hand, a decentralized marketing strategy affords a freer movement since each marketing and sales channel create and distribute their own marketing pieces.

Which Is Best For Your Channel?

Considering the kind of business and your target market, you can decide which marketing strategy will work best for you.

Should you choose to employ a centralized one, you have full control of all marketing strategies and marketing materials. Unfortunately, this will not allow you to take advantage of local sales and marketing resources. Since your resellers are closer to the end-users or clients, allowing them to customize your message to be more fitting for the end-users in that location would work best to increase their sales.

In contrast, choosing decentralized marketing strategies will expose your marketing and branding to various channels and stores. This can result in weak and inconsistent key messages about your product, or service. To avoid this, you must give standardized marketing resources from one source. You will then give access to all local channel partners or resellers so that they can get accurate and updated marketing materials and other resources that you want to share to attain your marketing strategies and effective sales. These accessed marketing resources can now be customized by your local resellers or channel partners to be more appealing and effective for their end-users or clients.

In addition, using Web-to-Promotion or W2P technology is an excellent choice to help you market your product or service to different places or locations. This technology enables you to create a unique online marketing portal for each channel partner or reseller or location. Each reseller can then access their accounts and can get copies of your marketing materials. Consequently, you can direct and provide better marketing recommendations for each target group while allowing your resellers to make some changes to sell your product or service better.

All in all, deciding to go with centralized or decentralized marketing strategies is your own choice. Just remember to consider your target market, marketing plan and strategies and be able to maximize all these using your chosen strategy.

Check out whether the ForzaDash community employs centralized or decentralized marketing strategies. Discover why you should join the ForzaDash community and be with highly creative and engaged partners. To book a meeting, call here today.

ForzaDash publishes a blog every Monday. This week’s feature is about the fundamentals of partner enablement. Read it here.