Channel marketing is still providing mixed results to marketers, but they remain committed to utilizing this strategy to achieve their objectives.
According to the “State of Channel Marketing” report from IDG and 360insights, 49 percent of marketers believe that channel marketing does not provide the same impact as other marketing efforts. However, 76 percent claim that having the right strategy can provide a competitive advantage. That being said, 40 percent expect to increase their spending on channel marketing by 5 to 7 percent within the next year.
In an effort to improve their channel marketing efforts, 57 percent stated that they have made “fundamental changes” to their strategy over the past 12 months. Within the next year, the majority of marketers (78 percent) hope to increase demand generated by their channel partners. Seventy-six percent want to optimize their channel marketing spend for improved ROI.
“Channel marketing has matured beyond demand generation and the focus is shifting to data driven decision-making,” said Jason Atkins, Founder and CEO of 360insights. “The ability to identify not just what was purchased and when, but why is transforming the industry and will give program managers the ROI they are seeking.”
Customers Demand an Omni-Channel Marketing Experience
According to previous research, customers have already been demanding an omnichannel experience from marketers.
The “Customer in Context” report from the CMO Council discovered that 47 percent of customers engage with companies across multiple platforms. Approximately 42 percent prefer to mix it up, depending on where they are or what they want from a brand.
“Customers are defining which channel is important at different stages of their journey,” wrote the authors of the report. “This means it is even more critical for marketers to truly understand their target audience.”