How to manage new media options with channel partners
Consumers and the media they use have changed dramatically in the last 10 years. It would “marketing malpractice” to not have open conversations with your channel about the pros and cons of different options. Realize that dealers will have many questions about new media terms and approaches. They’re looking to you and your team as a trusted resource.
Changing Consumer Behavior and Implications for SEO & SEM Campaigns
Consumer behavior has changed with the continuing updates by Google and mobile devices. Eye tracking studies show different behaviors which have implications for SEO and SEM (PPC) campaigns.
Why do co-op programs lag so far behind in offering digital opportunities?
Any new media or idea must provide advantages to all parties in the ecosystem where it lives, or else it won’t be adopted. We saw this in the late 1990’s with digital print. Printers didn’t want to decrease the volume on their offset presses. Agencies said it was more difficult to create variable campaigns. Clients looked at cost per page which was higher early on. It wasn’t until each player in the ecosystem saw a benefit that it began to take off.
Do you have uber control over your brand content?
Nobody likes to think of something going wrong in the marketing department. The wrong ad ran. Product data or legal terms are out of date. Mistakes are broadcast and in-bound call-centers, dealers and online customer service feels the heat. Upset dealers and injury to the brand are the result.
How consumer online shopping trends impact your channel partners
Consumer behavior has changed tremendously in the last 10 to 15 years because of the internet. This has happened on two levels. First: Internet only sales. This is what most people think about. This number has grown, but isn’t the driving force that many thought it would be. Most sales are still made at retail. The second is Internet Influenced Sales. This is the surprising number and one that belies the real power of the web.