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It’s Time to Rethink the Channel
Channel marketing has long been a powerful strategy for creating value in partnerships, but it's currently undergoing a paradigm shift that will leave those clinging to outdated practices in the dust.
No longer limited to traditional events and training activities, channel marketing is now able to harness the power of digital methods to reach and engage customers throughout their entire journey.
The future of channel marketing lies in embracing innovation, leveraging data-driven insights, and nurturing authentic and ongoing conversations with customers.
Traditionally, channel marketing was characterized by:
- Reliance on existing customer relationships: MDF was allocated to support activities and events designed to demonstrate customer appreciation and engender loyalty.
- Limited engagement: The focus on events and promotional materials meant that there was little interaction, feedback, or personalization.
- Anecdotal analytics: Non-digital efforts could not accurately track performance or measure ROI.
Today, channel marketing has evolved to feature:
- Multifaceted digital strategies and platforms: Modern channel marketing recognizes how we consume information and utilizes those methods – including email, social media, search engines, mobile apps, and more – to reach customers.
- Personalized experiences: Data-driven strategies and analytics allow channel marketers to tailor messages and offers to individual customer preferences and behaviors.
- Interactive conversations: Fostering active engagement through two-way communication, online communities, and social media interactions fuels successful campaigns and builds customer loyalty.
- Measurable results: Advanced analytics allow channel marketers to track campaign performance, optimize strategies, and demonstrate ROI.
This evolution in channel marketing demands a new approach. To succeed, channel marketers must be agile, data-driven, and customer-centric.
What caused the shift in channel marketing?
Earlier efforts in channel marketing did not reflect the customer journey. Marketing budgets were heavily skewed towards the final stages with emphasis on product demos, product trainings, and customer appreciation activities.
However, today we know that 80% of purchasing decisions are made BEFORE directly engaging with a brand or partner. The early stages in which consumers conduct research, seek social proof, and evaluate their options are crucial. Thus, successful channel marketing prioritizes building relationships and fostering trust with potential customers from the moment they start exploring their needs.
Rise above to get ahead
If you want to connect with new customers, you have to meet them digitally.
But in today's increasingly digital world, consumers are bombarded with information and choices, so you have to rise above the noise and capture their attention quickly with targeted strategies that deliver relevant content and personalized messages tailored to individual preferences.
Your initial engagement needs to evolve into a meaningful connection, fostered through interactive experiences, active listening, and a commitment to providing consistent value. Only by building trust and loyalty through ongoing interactions can businesses convert leads into long-term customers.
At RVLVR, we understand the challenges and opportunities presented by the digital landscape, and we are committed to helping brands thrive in this new era of channel marketing.
Contact us today to learn how RVLVR can help you achieve your goals.
Does your company have MDF that isn’t being used?
Schedule a call today and see how we can help you maximize your MDF.
Get a customized channel marketing execution plan.
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RVLVR delivers:
- Channel marketing as a service
- Brand-aligned campaigns
- Demonstrable ROI
