Published in Digital Commerce 360, Nichole Gunn, Extu’s Global Chief Marketing Officer, explores how brands can maximize growth and collaboration through strategic through-channel marketing (TCM). Her article emphasizes the importance of leveraging through-channel marketing automation (TCMA) alongside strategic insights and personalized content to empower channel partners and enhance customer engagement.
Key Highlights:
- The Essence of TCM: TCM enables brands to utilize their reseller networks to bridge the gap between production and end-users. Success lies in strong collaboration, equipping resellers with tailored tools and content to drive mutual growth.
- TCMA’s Role: Automation can streamline campaigns, improve sales enablement, and provide valuable insights into customer behavior. However, TCMA is most effective when paired with strategic planning and human creativity.
- Personalization Matters: Customized campaigns and content that resonate with resellers are vital. TCMA supports this by distributing content efficiently, but understanding reseller needs and maintaining a human-centered approach is essential for success.
- Content is Critical: High-quality, relevant content is the cornerstone of any TCM strategy. While automation aids in distribution, creating impactful content remains the responsibility of the brand.
Gunn concludes by urging brands to integrate TCMA within a broader strategy focused on collaboration, personalization, and content excellence to thrive in a competitive digital marketplace.
For the full article, visit Digital Commerce 360.