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
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
When it comes to channel marketing, the most successful brands should always seek firms that serve as strategic partners, not vendors.
When considering brand perception and alignment, it’s important for channel marketers to establish an internal brand platform with team members, ensure consistency between internal and external messaging and support positioning of the brand with external stakeholders like dealers or distributors.
As more brands look to enhance their channel marketing programs with “last mile” digital marketing solutions for their dealers or distributors, a key to successfully delivering desired outcomes is having a holistic and integrated offering that addresses all phases of the path to purchase within the sales funnel.
It’s not just consumer technology that’s driving the advancement of Artificial Intelligence (AI) and Machine Learning (ML). Brands are also employing several use cases of AI and ML to automate and optimize their marketing channel programs, enhancing the desired outcomes for brands and channel partners alike.
Whether it’s a customer or a channel partner, understanding challenges, issues, constraints and priorities, for example, allow brands to define the outcomes to be measured.
When implementing a digital marketing strategy and corresponding program for channel partners, brands should ensure the offering addresses the different stages of the path to purchase, is supported and managed by a team of specialists, and provides reporting to measure program effectiveness and results.
The most successful channel marketing programs have three things in common. They are:
1. Focused on defined objectives or outcomes
2. Delivered on flexible and scalable marketing technologies
3. Supported by a strategic partner that becomes an extension of their brand