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Digital marketing continues to grow increasingly complex, which has paid large dividends in increased performance for large direct to consumer businesses. And, with digital advertising’s emerging privacy-first and cookie-less future taking center stage, the complexity of digital marketing will only increase.

Today, successful digital marketing programs are built upon three pillars: expertise, data, and technology. Large direct to consumer businesses often have all three key pillars, and reap the rewards. However, if a business is missing one or more of these pillars, they must enable collaborative marketing partnerships within, or outside of, their network to succeed.

Furthermore, if an organization has at least two of these pillars, typically data and expertise, they are well-positioned to create new revenue opportunities by enabling businesses in need with simple tools that grant access to performance marketing success in line with the largest direct to consumer (DTC) businesses.

Collaborative marketing is an effective marketing strategy between a sponsoring partner (for example, a national marketing team, CRM providers, or marketplace) and a participating partner (for example, a local office, CRM user, non-DTC brand, or marketplace seller) that allows the execution of digital advertising programs using shared audience data, creative assets, messaging, and co-op budgets to achieve shared marketing goals. Collaborative marketing completes the three digital marketing success pillars - expertise, data and technology - for all partners involved.

Evocalize's collaborative marketing platform (CMP) coordinates the execution of digital marketing programs that use shared assets, audiences, and messaging between partners to achieve results that are impossible to achieve independently.