This is the sixth in a series of articles based on Channel Fusion’s Channel Outcomes Research conducted in partnership with the University of Iowa Marketing Institute.
In the intricate web of channel partnerships, success hinges on several key factors, but none is more crucial than access to digital content and assets. In the recent Channel Fusion Channel Outcomes Research conducted by the University of Iowa Marketing Institute, the most pressing challenges faced by a brand’s channel partners surfaced, and the results were crystal clear: access to digital content and assets is the foremost hurdle they encounter. Let’s explore the significance of this revelation and why it underscores the importance of channel program providers in addressing this challenge, thereby empowering channel partners to thrive.
Survey Insights
In the comprehensive survey aimed at understanding the challenges faced by channel partners, decision-makers were asked to rank these challenges from one to four, with one signifying the greatest challenge and four representing the least. The results provided a roadmap of where the industry’s priorities lie:
Access to Digital Content/Assets: This emerged as the greatest challenge faced by channel partners, reflecting its paramount importance.
Local Partners Have More Pressing Priorities: This ranked second, indicating that the priorities of local partners often diverge from the broader strategies.
Lack of Partners’ Internal Capabilities: This challenge was rated third, signifying that channel partners sometimes lack the internal resources needed for effective collaboration and participation in a channel program.
Fragmented Program Elements: While still important, fragmented program elements were rated the lowest among the challenges.
The Implication
The Channel Outcomes Research findings leave us with a profound implication: channel program providers must prioritize efforts to enhance access to digital content and assets. This implication is not to be underestimated, as it underscores the essence of what channel partners need to succeed. Let’s explore why addressing this challenge is pivotal for the ecosystem.
Empowering Channel Partners: Access to digital content and assets is like providing the keys to success for channel partners. It equips them with the necessary tools and materials to effectively market and represent a brand. This empowerment is a critical component of nurturing successful channel partnerships. Solutions like the Channel Fusion Ad Builder & Asset Library provide channel partners with that type of empowerment while helping ensure the integrity of a brand in terms of its style guidelines and compliance requirements.
Quality Marketing Collateral: In an era where digital marketing rules, having access to high-quality marketing collateral is indispensable. This includes a repository of well-designed graphics, persuasive copy, videos, and other promotional content. Brands that provide easy access to such resources, such as the Channel Fusion Ad Builder & Asset Library, empower their partners to create impactful marketing campaigns.
Streamlined Marketing Efforts: Access to digital assets streamlines the marketing process. It eliminates the need for partners to create content from scratch, saving time and resources. Moreover, it ensures uniformity in branding and messaging across different channels, reinforcing the brand’s identity.
Fostering Trust and Loyalty: When channel partners feel the parent brand values their success, it builds trust and loyalty. By making access to digital assets a priority, brands send a clear message that they are committed to mutual success. This fosters stronger, more enduring partnerships.
Staying Competitive: In today’s fiercely competitive marketplace, staying ahead in digital marketing is essential. Brands that ensure their channel partners have access to the latest digital tools and assets enable them to compete effectively. This is particularly crucial in industries where consumers have numerous choices and where marketing trends evolve rapidly. For Channel Fusion, these services are provided by the company’s local marketing service offering, Digital Fusion.
Adapting to Digital Transformation: The digital landscape is ever-evolving, and brands that prioritize access to digital content and assets are better equipped to adapt. This includes harnessing the power of social media, online advertising platforms, and data-driven marketing strategies, all of which require a steady stream of digital resources.
In the intricate dance of channel partnerships, the performance of channel partners significantly influences a brand’s success. The Channel Fusion Outcomes Research results leave no room for doubt: access to digital content and assets is the most critical challenge faced by channel partners. This revelation is not to be taken lightly.
For channel program providers, it serves as a clarion call to focus efforts on resolving this challenge. By enhancing access to digital content and assets when and where a partner needs to implement a digital campaign, program providers can play a pivotal role in empowering channel partners to thrive. This includes providing high-quality marketing collateral, streamlining marketing efforts, fostering trust and loyalty, ensuring competitiveness, and enabling adaptation to digital transformation.
In essence, prioritizing access to digital content and assets isn’t just an option; it’s an imperative that can drive the success, growth, and sustainability of channel partnerships. As brands and channel partners continue their collaborative journey, channel program providers can be the catalyst that ensures channel partners have the resources and tools they need to excel in this ever-evolving digital landscape. By addressing the most significant challenge faced by channel partners, program providers can lead the way toward a future where success is within reach for all.
About Channel Fusion
For more than 20 years, Channel Fusion has been delivering strategy, customer experience and return on investment outcomes for brands and their channel partners with a wide variety of solutions and industry expertise. We continue to invest in the overall ecosystem of our channel marketing offering to ensure our clients can provide their channel partners with an optimal customer experience to drive results. Our core technologies and connected platform are supported by a team of customer-centric “Fusers.” Let us know if you’d like to learn more about how we deliver desired outcomes for brands and their channel partners.