Digital marketing opened up strategies for automation by leveraging technologies to streamline and optimize various marketing processes, from lead generation to customer engagement. While brick-and-mortar brands have embraced digital marketing trends, the same can’t be said for automating trade marketing operations. To be able to compete and survive alongside direct-to-consumer (D2C) brands, brick-and-mortar brands must adopt automation, here are some reasons why.
“”Measuring marketing performance is easy in the digital realm, where most every impression and click is trackable and attributable. In the real world, marketing performance is much more difficult to quantify. Even knowing what to measure, performance-wise, is a challenge.
This is the top trade marketing pain point identified by Brand Regulator, a trade marketing automation (TMA) software solution for brick-and-mortar brands. While it’s true that sales-based metrics can hint at what’s working and what’s not on the physical collateral front, insufficient market and consumer data can make more precise comparisons difficult.
Brand Regulator also notes that larger brands in particular may suffer from ineffective marketing automation, resulting in a lack of coordination between regional directors, HQ-based planners, and retail locations. The end result is often an incomplete or outdated representation of in-market activations, making effective campaign analysis and scalability near impossible. Collecting up-to-date data and generating accurate reports in trade marketing relies completely on the use of automation”