What is Through Channel Marketing Automation?

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If you’re a business owner who works with various partners, you’ve probably heard of channel marketing automation (TCMA). Essentially, a TCMA system is a software-as-a-service platform that allows brands to manage their marketing activities across multiple channels and provide analytics, reporting, and other tools to help them optimize their marketing efforts. If you’re in the market for a TCMA system, you should look for one that is easy to use and requires very little training.

TCMA platforms are a software-as-a-service system

TCMA helps brands manage co-op dollars and create brand awareness through local partner engagement. Brands include suppliers, distributors, and service providers that have a distributed network of partners. Managing these relationships effectively is essential to brand success, and many brands have hundreds, even thousands, of local partners in different parts of the country and world. The challenge, however, is how to manage these relationships and execute a cohesive marketing campaign at scale.

The rise of distributed and localized marketing has fueled the rise of through-channel marketing automation. Through-channel marketing automation helps bridge the gap between corporate marketing efforts and the needs of local partners. TCMA platforms help brands automate their marketing processes, which means fewer man-hours for head office employees. In addition, channel marketing automation can increase localized marketing for brands.

Traditional software delivery doesn’t fit this model well. It involves a lengthy installation process and requires partner access to a centralized location. These issues deter partner adoption and utilization of the platform. Instead, TCMA platforms are software-as-a-service systems. A SaaS platform, on the other hand, can be accessed from any computer with an Internet connection.

TCMA solutions offer many essential benefits for business owners and channel partners. One important feature for decision-makers is data security. Cyberattacks have reached record levels and choosing a TCMA tool that has adequate security features is a critical step. To protect the brand’s assets, TCMA platforms provide comprehensive fraud analysis and prevention. Some of these systems also integrate essential vendor software.

Market research from Forrester has shown that there is significant interest in the third stage of TCMA over the next several years. It predicts that TCMA solutions will generate $2 billion in services revenue by 2023, creating a $4.5 billion ecosystem. Currently, TCMA software solutions are used by companies across all 27 industries, with technology/telco, retail/franchising, and automotive making up the top five industries in terms of revenue.

Local advertising procedures are often complex and have many loops. In addition, the advertising measures that are created for a given territory need to be approved by the head office. TCMA solves these challenges by ensuring that agreements between the head office and the local partners are transparent and easy to implement. It also provides a platform for partners to share marketing opportunities.

They allow brands to manage marketing activities across multiple channels

Through-channel marketing automation, also called TCMA, enables brands to scale advertising programs across multiple channels and drive local sales. According to Forrester’s research, 75% of world trade flows through indirect channels. Brands can use TCMA to maximize the power of their partnerships with other companies to reach their target audience. It also allows them to measure campaign response and understand how well marketing assets are being used.

To maximize the impact of their marketing campaigns, brands must coordinate their marketing messages across multiple channels. This means that the marketing messages from the e-commerce catalog need to be coordinated with offline communication channels. The multi-channel flow can involve sending personalized direct mail within 15 minutes of real-time activity. With the right mix of media, the results can be staggering. With a little help from channel marketing automation, brands can maximize the impact of their campaigns and boost revenues by 190%.

Traditional channel marketing fails to take into account customer segments. Brands often allocate high-value customers to expensive channels while adding channels to reach the rest of the customer base. Furthermore, it becomes difficult to measure attribution models for these efforts as each channel has its unique characteristics and needs. Moreover, it requires dedicated resources to manage each of the different channels. Once channel marketing automation is implemented, marketers can orchestrate touchpoints to reach specific buyer personas and user groups.

Through channel marketing automation can empower local partners to develop brand-compliant marketing materials. Many partners do not have the time and resources to invest in marketing and brand compliance. Through channel marketing automation empowers local partners with scalable, affordable, and customizable marketing solutions that are consistent with brand standards. Moreover, it allows brands to customize marketing templates to increase their local relevancy. Moreover, it helps improve the speed of launch and reduce OpEx.

Multichannel marketing automation allows brands to measure their ROI by executing several campaigns at the same time. The technology behind these tools helps marketers create automatically updating lists of buyers, as well as personalization and orchestration. With these features, brand marketing can become a seamless experience. The technology behind multichannel marketing automation helps brands increase their sales and ROI. For example, by incorporating advanced segmentation capabilities into their CRM software, brands can identify buyer preferences and target audiences.

With TCMA, brands can engage their partners in cross-channel marketing to improve customer experiences. In addition to ensuring consistent messaging and personalized offers, brands can track their interactions with customers across multiple channels. When customers are happy with the experience, companies have a higher conversion rate. The benefits of channel marketing automation are numerous. Ensure that your customers are happy with your brand experience. So make sure to invest in an effective marketing automation platform today.

They include analytics

Through channel marketing automation software makes it easier to monitor and analyze the performance of your campaigns. The analytics included in these applications can help your partner organization execute tactics and strategies to increase revenue. For example, an SMB company can use a through-channel marketing automation solution to scale its business and expand its reach by using local partners. These partners are an essential part of a manufacturer’s marketing strategy, as they can help it promote its products and services in the local market.

Through channel marketing automation is an umbrella term for marketing automation tools used by various types of resellers, including insurance agents, automotive dealers, and franchises. These tools allow vendors to scale local marketing messaging and advertising by using their brand. These solutions provide a platform for partners to piggyback on the brand and leverage valuable resources. Among the benefits of through-channel marketing automation software are increased efficiency and reduced costs. Through channel marketing automation software also helps partners leverage the company’s brand and marketing assets.

As a channel manager, it’s vital to provide partners with assets and resources that make the experience consistent. In addition to providing partners with tools and resources, channel managers can help them improve their performance. In turn, this helps build trust, loyalty, and recognition. Since third-party channels vary in marketing maturity, brand managers need to tailor the experience for each partner. For example, a channel manager can provide strategies to improve the performance of top-performing partners and provide additional support for low-performing ones.

Channel marketing automation also helps brands measure their marketing performance. The insights obtained from this software can determine how well their marketing strategy and marketing assets are aligned. Through channel marketing automation can also uncover marketing collaborations with partners and reveal campaign responses. By leveraging TCMA software, brands can see how effective their marketing campaigns are. With its analytics, they can decide which marketing assets are most effective and how to improve their effectiveness.