IT Channel Companies Taking Ownership of Branding, Marketing
A majority of channel firms plan to up their marketing game, including individualizing their branding and fine-tuning their messaging to customers.IT channel companies are becoming more self-reliant when it comes to branding, marketing and sales activities, according to a new study released today by IT industry association CompTIA. A majority of channel firms plan to up their marketing game, including individualizing their branding and fine-tuning their messaging to customers. According to the report, more than four in 10 companies expect to accelerate social media activities to reach customers, drum up new business and promote themselves. "Social media is the top activity that channel firms expect to leverage as part of their efforts to polish their marketing approach in the coming year," Carolyn April, senior director of industry analysis for CompTIA, told eWEEK. "Marketing has never been a strong suit for the majority of channel firms, lagging far behind their technical acumen for obvious reasons and also trailing their sales skills. But there’s been a wake up call for many in the channel as they move their businesses away from a product focus, which is tied tightly to vendor brand, and more to services, which requires much more emphasis on their own brand and reputation."
The study suggested to position themselves as skillful, unique providers of technology services rather than simply product resellers. A net 47 percent of companies surveyed said the addition of new business models would increase the complexity of their sales and marketing structures.