Stay up to date on the current distributed marketing trends of 2013. We look at the top 10 trends for distributed marketing management, why we feel they're trends to watch, and how your company or organization can prepare. Don't be left out in 2013.

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DMM
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2. 10
DMM
Trends
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to in
2013
This document explores ten trends to watch in 2013. These are:
Introduction
1. Move To Turn-Key, Opt-In Campaigns
2. Big Data in Local Bites
3. Increased Focus On Analytics/Reporting
4. Increased Importance Of Local Mobile Communications
5. Local Augmentation To Loyalty Programs
6. Local Use Of Social Marketing Matures
7. Point-Of-Sale Advertising Importance Grows
8. Customers Actions Will Trigger Marketing Messages
9. Content Marketing Moves Local
10. Corporate Marketers Help Local Marketers Identify And Inform
Word-Of-Mouth Advocates

3. Trend One
Move To Turn-Key, Opt-In Campaigns
In 2013, corporate marketers will begin to move from a la carte solutions for local mar-
keters to turn-key, opt-in campaigns. Such events can be focused on a sales event (i.e.
Memorial Day Sale) or quarter-long campaigns with Good/Better/Best participation levels.
Cross-channel automation makes this possible.
Why we believe this will be a 2013 trend:
Consumers rely on an increasingly widening range of channels to receive marketing com-
munication. Local marketers don’t have the time or skill to create the multi-channel mar-
keting campaigns to support these new consumption habits. Corporate marketers must
simplify the process for them to keep local marketing effectiveness high.
What we recommend organizations do to prepare:
Think multi-channel and think connected campaigns for every resource provided to local
marketers. Look to multi-channel marketing platforms to simplify the process.
To read more, download “Turn-Key,
Multi-Channel Campaigns Made Easy
for Local Marketers.”
http://bit.ly/YkGTT5
10 DMM Trends to Watch in 2013

4. Trend Two
Big Data in Local Bites
DMM platforms let the insights from Big Data inform marketing decisions at the local level.
Corporations begin to provide local marketing content options based on trade area level
analytics. This blend of corporate insight and local intuition helps set the stage for better
results from local marketing efforts.
Why we believe this will be a 2013 trend:
Big data is top of mind and corporate marketers are actively looking for ways to apply the
insights it can provide. They will see bringing insight to local messages as an obvious appli-
cation that will also address the corporate marketers’ historic distrust of local marketers’ abil-
ities to message properly in the local market. Big data provides a fact-based way to insert
corporate directives into local activities.
What we recommend organizations do to prepare:
Structure big data reporting to include local market views that are easy for the local market-
er to understand and apply. Implement an automated content creation platform that draws
on big data analytics to optimize local communi-
cations but that also still allows for local marketer
participation and engagement in marketing
strategy and content.
To read more, download “Automating
Marketing Localization Keys to Selecting
Solutions that Cut Costs and Boost Sales.”
http://bit.ly/NZTB4L
10 DMM Trends to Watch in 2013

5. Trend Three
Increased Focus On Analytics/Reporting
Corporate marketers begin to watch local marketing activities and results more closely to
ensure that best-practice campaigns are shared across multiple markets. An early-stage
ability to provide predictive outcomes for local campaign investment begins to emerge.
Why we believe this will be a 2013 trend:
Return on the investments focused on supporting local marketing are already under
scrutiny. This scrutiny will likely increase as across the board accountability expectations
continue to rise for corporate marketing.
What we recommend organizations do to prepare:
If you can’t collect data on local marketing activities and results, you can’t analyze or report
on it. Utilizing a distributed marketing platform with built-in data capture and reporting will
be required to provide the analytics, reporting,
and best-practice campaign creation desired.
To read more, download “Leveraging the
Power of Analytics in Local Marketing -
Making Customer Data Actionable.”
http://bit.ly/WAE76V
10 DMM Trends to Watch in 2013

6. Trend Four
Increased Importance Of Local Mobile Communications
As more and more mediums are consumed via mobile phones, local mobile marketing will
increase in importance. Look for mobile friendly local email creative as an early adjustment
in 2013 with mobile list building activities increasing as the year progresses.
Why we believe this will be a 2013 trend:
All research points to smart phones and tablets as the primary way consumers engage with
multiple channels including emails, websites, and social networking. Local marketers may
not focus on SMS or MMS messaging but will recognize the importance of mobile-opti-
mized communications for the 10+ channels that can now be consumed on a smart phone.
What we recommend organizations do to prepare:
Mobile-optimize all the marketing resources provided for use by local marketers. Also look
for turn-key solutions you can provide to help local marketers build customer and prospect
mobile marketing lists.
To learn more about local mobile communica-
tions, watch the webinar on How National Brands
Integrate a Mobile, Social, Local Approach for
Local Marketers.
http://bit.ly/WT5uaL
10 DMM Trends to Watch in 2013

7. Trend Five
Local Augmentation To Loyalty Programs
Oversaturation has begun to diminish the effectiveness of loyalty programs. Look for
corporate marketers to begin to give local marketers access to the “local” loyalty network to
offer “same-day” specials based on some local trigger, i.e. if the temp hits 90 degrees in a
local area, loyalty card members get X discount on ice cream for the rest of the day.
Why we believe this will be a 2013 trend:
Loyalty marketing is becoming very familiar to consumers and beginning to show signs of
fatigue. For many industries, the customer loyalty is primarily expressed through purchases
at a single retail or service outlet. Corporate marketers will look to engage the local market
staff to keep the loyalty marketing benefits (including the personal relationships created)
valued by the consumer.
What we recommend organizations do to prepare:
Implement systems that enable joint loyalty marketing content creation between your
corporate marketing team and the local market-
ing staff. Automate ongoing processes
to minimize dependency on human co-
ordination to localize the personalized
loyalty message creation.
Local Local
Marketer Marketer
Campaign Selection Customization
of Materials
Local
Consumer To see how this works, schedule
a demo with us today.
Stage and Review
Multi Channel Schedule Delivery
Content
http://bit.ly/10zdYuQ
10 DMM Trends to Watch in 2013

8. Trend Six
Local Use Of Social Marketing Matures
Corporate marketer’s become increasingly willing to give local marketers control of local
social outlets. While there are stumbles, most of the social communications from corporate
and local remains coordinated and consistent.
Why we believe this will be a 2013 trend:
While it varies dramatically by industry, corporate marketers are becoming more comfort-
able with local involvement in social marketing. A lot of this comfort is driven by systems
that enable corporate control and/or review of social postings.
What we recommend organizations do to prepare:
Corporate marketers should reassess local involvement in social marketing within the
context of available systems to help control messages. They should also look for systems
that highly automate processes as unstructured social
marketing can consume a substantial amount of
Provide ed
at the local marketer’s time.
Coordinent
t Local
Con rkets
to all Ma Audience
Market A
Local
Marketer
Local
Audience
Marketing
Admin Market B
Control Local
Content Marketer
for Local To see how this works, schedule a
Markets Local
Audience demo with us today.
Local
Marketer
Market C
Post Approved
Local Market
Content
http://bit.ly/XtbUxT
10 DMM Trends to Watch in 2013

9. Trend Seven
Point-Of-Sale Advertising Importance Grows
In spite of the proliferation of the Internet in shopping and purchasing patterns, an im-
mense number of buying decisions are still being made in store. Early stage integrations
between NFC enabled smart phones and locally managed digital display units will start to
appear in late 2013.
Why we believe this will be a 2013 trend:
POPAI research shows that the majority of purchase decisions are still made at a retail loca-
tion. With consumers using smart phones for consuming marketing messages and con-
ducting product research (often at the point-of-sale), the retail environment becomes the
marketer’s battleground. Marketers will look for innovative ways to engage consumers via
mobile during point of sale process and will look for better point of sale communications.
What we recommend organizations do to prepare:
Corporate marketers should develop
permission-based mobile access to their
customers for point of sale push market-
ing. They should explore creative ways
to display digital content in-store and to
support mobile-originated, consumer-driven
engagement through mobile devices while
the consumer is in the decision process.
To see how Point-of-Sale Advertising
works, schedule a demo with us today.
http://bit.ly/SrtpBE
10 DMM Trends to Watch in 2013

10. Trend Eight
Customers Actions Will Trigger Marketing Messages
As big data, campaign management and distributed marketing platform technologies
continue to intertwine, local customers and local marketers will begin to determine when
and what messages the customer receives. The customer’s actions will trigger receipt
of location-informed marketing messages. The local marketer will participate in the
process by managing the offers that are published to customers and prospects receiving
the localized content.
Why we believe this will be a 2013 trend:
Consumers now expect to be in charge of when, where and how they receive marketing
messages. Loyalty marketing programs have also trained them to expect high personal-
ization. We believe that innovative companies introduce engagement based marketing
concepts in 2013 and consumers will quickly come to expect nothing less.
What we recommend organizations do to prepare:
Prepare your content for real-time, personalized assembly across all channels. Find a
multi-channel, just-in-time content assembly platform or provider and begin to experiment
with consumer driven communication sequences.
Real Time
Content
Personalized
Across
All Channels To learn more about how Customer-Driven Local
Marketing works, schedule a demo with us today.
http://bit.ly/ULTLNt
10 DMM Trends to Watch in 2013

11. Trend Nine
Content Marketing Moves Local
The content marketing wave that has permeated B-to-B marketing at the corporate level
moves to B-to-B and B-to-C marketing at the local level as local search grows in importance.
News releases, blogs and keyword optimization all are key to the process. Most important,
however, is automating this historically labor-intense process for local marketers.
Why we believe this will be a 2013 trend:
As mobile device use grows for local search, high, natural search positioning is critical.
Because PPC doesn’t work well for mobile advertising, corporate and local marketers will
invest heavily in localized content marketing to improve visibility.
What we recommend organizations do to prepare:
Invest in a distributed marketing management platform to facilitate automated local ver-
sioning of corporate-created content. Employ automated resources to distribute/post local
content for search engine exposure.
To learn more, download “Tapping the
Potential of Local Marketers: How Better
Brand Alignment Can Fuel Increased Sales.”
http://bit.ly/VVVUbt
10 DMM Trends to Watch in 2013

12. Trend Ten
Corporate Marketers Help Local Marketers Identify and Inform
Word-Of-Mouth Advocates
Social platforms continue to provide a strong environment for word-of-mouth marketing.
Corporate marketers move to help local marketers identify and provide information resourc-
es to their WOM advocates.
Why we believe this will be a 2013 trend:
Marketers simply have better information about social advocates and more tools to reach
and influence them. They also have a much better command on how to influence the advo-
cates without turning them off.
What we recommend organizations do to prepare:
Develop structured programs that engage local marketers in identifying word-of-mouth
marketing advocates. Provide locally versioned resources the local marketers can share
with these advocates.
Favorites
Library
Marketing Manages Assets and Materials
Local
Marketer History
Stage for To learn more, schedule a demo
Delivery with us today.
Multi
in Saepio Channel
Fulfillment
Scheduler Local
Consumer
http://bit.ly/V221ag
10 DMM Trends to Watch in 2013

13. About Saepio
Saepio makes it easy for corporate and local marketers to build and run effective and en-
gaging all-channel marketing campaigns. Saepio’s powerful MarketPort marketing platform
starts with easy …
• Easy to Build and Run Cross-Channel Campaigns because everything – email, land-
ing pages, social, mobile, digital banner ads, signage, print ads, direct mail, and much
more – are all managed in a single, integrated digital marketing platform.
• Easy to Maximize Brand Value at the Local Level because local and corporate mar-
keters share a single platform but experience the same platform differently based on
their roles. Brand control, speed to market, and content localization is all easily accom-
plished whether messages are for local, national or global audiences and corporate
marketers can easily assign campaign tasks to local marketers.
• Easy to Engage Customers with personalized, relevant messages because corporate
intelligence gleaned from CRM data, customer analytics, consumer actions and more
can determine what content is served when, where and how.
• Easy to Automate Marketing Fulfillment because robust workflow enables every
cross channel customer touch point to happen automatically whether launched by
corporate marketing, initiated by a local marketer or triggered by a customer’s action.
This robust yet simplified approach to today’s complex marketing challenges is in use at
hundreds of leading companies and organizations, including many of the world’s most
powerful brands. It is transforming the way corporations focus and manage their marketing
efforts in a world that introduces new channels, new competitors, new regulations and new
opportunities at every turn.
Visit Saepio.com, email sales@saepio.com or call 877-468-7613 to learn more.
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10 DMM Trends to Watch in 2013