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

Mobile Apps Help Drive Outcomes in Channel Marketing

Mobile applications are a mainstay in our daily lives. That said, while some of us may have hundreds of applications on our devices, chances are the only ones we use on a regular basis are those that improve our daily experiences. Examples include: · The ability to check the weather to see if and when… Read More Mobile Apps Help Drive Outcomes in Channel Marketing

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

The Intricacies of Managing Brand Moments of Truth in Channel Marketing

A customer service call. An incident that requires crisis communications. The launch of a new product. Responding to a social media post about a product or service issue. These are all moments of truth for a brand. The way a company’s representatives manage moments of truth greatly influences a brand’s perception in the marketplace and… Read More The Intricacies of Managing Brand Moments of Truth in Channel Marketing