Digital Marketing: Helping Partners Succeed

Digital Marketing: Helping Partners Succeed

This IDC study discusses the increasing importance of digital marketing for the IT partner ecosystem as prospective customers are more frequently basing their purchase decisions on digital information.

Most channel partners, with the exception of the largest, have a limited digital presence and limited marketing expertise. Digital marketing requires greater expertise than the traditional marketing vehicles partners have employed in the past, creating an even wider marketing gap. Vendors must bridge this gap with programs that make it easy for partners to implement effective and efficient digital marketing campaigns, increasing both the partners' and the vendors' online presence and their chance of being included in prospects' decision processes.

"The digital marketing gap is often most evident on the partners' Web sites, which are typically not up to current technology standards, leaving partners with little exposure to the new breed of digitally oriented customers who do most of their research online." — Pam Miller, director, Partner Marketing at IDC

Please Note: Extended description available upon request.

IDC Opinion
In This Study
Situation Overview
Customer Expectations Have Changed
The Increasing Importance of Marketing
Why Digital Marketing
Enables Partners to Be Considered
Provides Better Insights and ROI
Limited Partner Resources
Channel Partner and Vendor Needs
Digital Marketing Programs
Education Is a First Step
Starting with a Plan
Best-in-Class Educational Programs
Provide Incentives
Digital Marketing Implementation Programs
Web Site Upgrade Assistance
Social Media Programs
Social Media Rules
SAP LinkedIn Program
Content Optimization
New Content Rules
Repurpose Content
Flexible Content Syndication
Vendor-Vetted Agency Programs
SAP Virtual Agency Program
Microsoft SureStep — Comprehensive Enablement
Future Outlook
Essential Guidance
Learn More
Related Research
Figure: The Growth of Digital Marketing, 2010–2014
Figure: Digital Marketing Process
Figure: Netsertive SEM Program

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