I am proud to say that we serve some of the most experienced and talented channel marketing executives in the world. One thing is consistent in my conversations with them: What is coming down the pike? The best ones work diligently to anticipate future changes and steer their ship accordingly. Because I am often asked about trends, I’ve decided to share what I believe to be the top channel marketing trends for 2017.

As individuals, we rely on basic analysis and reporting to make better decisions. Before we change our 401K allocation, we ask ourselves is this fund growing? Declining? At what rate? Before we purchase a new vehicle we expect basic information: What is the anticipate life of the vehicle? Gas efficiency? Consumer rating? Cost to maintain? Yet every year, manufacturers offer between $50 billion and $500 billion in co-op funds to their channel worldwide, without having basic information ...

According to eMarketer, in 2017, total digital ad spending will surpass TV advertising for the first time ever. While there is no debate that consumers are searching for brands and services online, engaging with local business online, and making their decisions about what to purchase online, most local businesses are still not making the transition toward digital marketing. Without locally generated digital marketing efforts, your brand is not only losing out on sales at the local level, but y...

Implement these best practices into your sales SPIFF programs to reduce points of resistance and see more engaged salespeople and ultimately,  stronger local brand demand and loyalty.

These key strategies, focused on simplification, education and enabling your customers, will improve participation in your co-op program.

Digital co-op fund utilization is misaligned with digital usage trends. What can brands do to assist their dealer networks succeed with digital?