In every successful marketing program, the focus begins with the consumer—and how they prefer to be served in the journey to purchase satisfaction. That goes for channel marketing too. This hasn’t changed, but in today’s marketing environment, the channel (i.e., the local retailer, dealer, distributor or agent) is more focused, data-driven, automated and accountable than ever.
As corporate marketers consider the rapidly changing customer journey, they know the impact a digital presence has on that journey toward product purchase. Today’s digitally educated and astute customers have done their research online, considered competitors and reviewed satisfaction sites, and now are ready to purchase your product or service and the experience you promise.