May 25 2011

Volume 41, Issue 10 - Research Report, Part 2: The Distributor Marketing Imperative - Optimize Your Marketing Vehicles

Volume:

41

Issue:

10

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Download this Issue in pdf: May 25, 2011

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The Distributor Marketing Imperative, Part 2: Optimize Your Marketing Vehicles

Real Results Marketing in partnership with Modern Distribution Management conducted an online survey of more than 175 distributors to better understand their marketing practices. This article, the second in a two-part series analyzing the results, explores how distributors use different marketing vehicles such as email, the Web, catalogs and more. The first article looked at how marketing channels are used by different distributors.

Historically, distributors were limited to in-store marketing vehicles such as print flyers, catalogs, some telemarketing and tradeshows. Marketing vehicles that have become prevalent in the past five years include email, search engine marketing, increased telemarketing and social media.

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Of course, the marketing vehicles are linked significantly to the marketing channels chosen by a company. As noted in Part 1 of this report, published in the May 10, 2011, issue of MDM, many companies have outside sales and inbound telephone sales channels. Fewer companies have a transactional website. Companies without e-commerce will make only token efforts in search engine ...

Technology

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Commentary: Use ‘Social Technologies’ to Sell Better

Have you seen that commercial where a small business owner’s daughter’s boyfriend is looking for the company on the Web – and not finding it at all?

You often hear that the Internet is the future. Not to be argumentative, but the reality is the Internet is now. If you don’t have a presence online, and if you aren’t engaging your customers through the Web, you’re missing out on some great opportunities.

So the question is: What is the future? …

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ISM Semiannual Forecast: Growth Expected to Continue Throughout 2011

Economic growth is expected to continue in the U.S. throughout the remainder of 2011, say purchasing and supply executives in their spring 2011 Semiannual Economic Forecast. Expectations for the remainder of 2011 have improved in both the manufacturing and non-manufacturing sectors.These projections are part of the forecast issued by the Business Survey Committee of the Institute for Supply Management.