Acknowledging Changes in Consumer Behavior Key to Channel Marketing Outcomes

In its 2022 Digital Trends research report, Adobe noted significant changes in consumer behavior over the past two years. If there was ever a doubt that consumers are now operating with a digital-first mindset, the Adobe research certainly validates this premise.   The Adobe research noted that 75 percent of a brand’s existing customers are… Read More Acknowledging Changes in Consumer Behavior Key to Channel Marketing Outcomes

Forget Vanity Metrics, It’s Time to Measure Real Digital Ad Outcomes

All digital ad campaigns start with serving an impression. Advertisers expect the ad to be targeted to the correct audience and have it result in a consumer clicking on the ad. Once the consumer is on the ad’s landing page, they are compelled by a call to action to engage with the brand. Unfortunately, too… Read More Forget Vanity Metrics, It’s Time to Measure Real Digital Ad Outcomes

It May Be Time for an Old-Fashioned Audit of Your Channel Program

Long before digital advertising and communications became a ubiquitous part of an organization’s marketing strategy, marketers would occasionally conduct an audit of their communications programs to ensure message, design and presentation consistency across all mediums. This often included putting physical copies of a brand’s marketing materials on the walls and table of a conference room… Read More It May Be Time for an Old-Fashioned Audit of Your Channel Program

Combining Brand, Dealer Promos Drives Strategic Outcomes

When it comes to the power of consumer promotions, sometimes one plus one equals more than two. That was the case for a recent program developed by Digital Fusion, Channel Fusion’s in-house digital marketing agency.   A leading tire manufacturer experienced slow sales after launching a new product and turned to Digital Fusion to develop… Read More Combining Brand, Dealer Promos Drives Strategic Outcomes

Omnichannel Strategy Drives Channel Marketing Outcomes

When it comes to consumers’ path to purchase, there are two constants. One, no journey is the same and, two, there are multiple channels and touchpoints along the way.   One study indicates 70-80 percent of consumers research a company online before making a purchase at a brick-and-mortar location. Another says 77 percent of online… Read More Omnichannel Strategy Drives Channel Marketing Outcomes

The Year in Review and What to Look for in 2022

For marketers, 2021 continued to provide a number of challenges. The global pandemic has now stretched to almost two years with new variants, once again, stretching some healthcare systems to the limit and sending positive cases in the wrong direction. The ripple effect of the pandemic has impacted inventories and supply chains for a wide… Read More The Year in Review and What to Look for in 2022

Choosing Ideal Partner, Disciplined Approach Key to Successful Channel Content Marketing Program

Content marketing is a critical part of a cohesive marketing ecosystem. From thought leadership to search engine optimization, creating content that resonates with a brand’s target audience helps answer important questions about a product or service and also supports establishing trust between consumers and a brand. For channel marketers, there a number of areas to… Read More Choosing Ideal Partner, Disciplined Approach Key to Successful Channel Content Marketing Program