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Digital Marketing to be a Game changer For Distributors In 2017

The year 2016 was the year of acquisitions for the IT distribution industry. Whether it is Ingram Micro’s acquisition by the Chinese conglomerate HNA Group or the merger of Avnet’s technology solutions group into Tech Data Corp, the distribution business witnessed major consolidations in 2016.

These acquisitions and mergers are clear indications of the increasing significance of “value-add” in the distribution space. As distribution houses are constantly on the lookout for new value added trends, Digital marketing will be one of the key thrust areas for distributors in 2017. Similarly, it will be inevitable for distributors to focus more on emerging technologies to win a competitive edge in the industry.

Boom of Digital Marketing

Historically, distributors have been considered as an extended arm of a vendor’s sales and marketing team. The role is now shifting towards value-add, where distributors are acting as consultants to vendors and advising them on their market expansion plans. Similarly, distributors are focusing on integrating their value added services into their partners’ business. Digital marketing campaigns are rapidly replacing traditional ways of marketing such as road shows, channel meets etc.

As businesses are largely embracing digital tools, digital marketing is an effective tool for distributors that can strengthen relationships among distributors, channel partners and product companies in a most efficient way. “Distributors are constantly on the lookout for new value adds trends, Road shows and channel trainings are the things of the past. Digital marketing can strengthen relationships between distributors and product companies; benefiting both if they work together”, said Rajesh Goenka, Vice President, Sales & Marketing.

“In order to maintain a competitive spirit, it is important to adapt digital marketing strategies that can actually boost your business sales. In 2017, we will be focusing on creating new verticals and will align the current base into channels, SI, Corporate, Surveillance verticals”, said Gopal Pansari, Director, Savera Digital.

Emerging Tech To Lead

In order to maintain a competitive spirit, it is important to adapt digital marketing strategies that can actually boost your business sales. Live Video streams, use of AR and VR, mobile and Apps will be some of the key digital marketing tools dominating the marketing in the channel in 2017.

Videos have been immensely popular kind of digital practice for the past few years, but now channel partners are also using a live stream in order to get the most views and engagement from the target market.

The industry will also see an increased immersive experience taking place in the channel. Augmented reality (AR) and virtual reality (VR) are two technologies driving this mentality forward in the channel marketing too. There are different apps available which offers all the features of mobile-optimized website, but in a more intuitive, convenient and accessible way.

Channel Expansion To Be Key

While distributors are rapidly diversifying into new technology domain and exploring services focused business model, i.e. the core business expansion remains the same. The year 2017 will likely see more consolidations in the distribution space. At the same time, distributors will continue to focus on their geographical expansion.

Diverse Role Of Disties

IT is a fast changing world with a host of new innovative technology, product and service offerings coming in the market each year. Different distribution channels have tremendously evolved and innovated new strategies with the introduction of new technology that drive “value-add” within the channel. Hence, distributors have diversified incredibly into various domain in order to match the pace of technological up gradation. Hence, distributors will continue to play a crucial role in the channel in 2017.

9-Jan-2017 12:43:32
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