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市場調查報告書

數位行銷:合作夥伴的成功支援

Digital Marketing: Helping Partners Succeed

出版商 IDC 商品編碼 335479
出版日期 內容資訊 英文 14 Pages
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數位行銷:合作夥伴的成功支援 Digital Marketing: Helping Partners Succeed
出版日期: 2015年07月15日 內容資訊: 英文 14 Pages
簡介

許多通路合作夥伴對數位存在感,行銷的專門知識有限制。數位行銷比起被過去引進的傳統行銷需要更高的專門知識,帶來更寬廣的行銷差距。供應商使合作夥伴企業容易進行有效、有效率的數位行銷宣傳活動,提高合作夥伴和供應商的線上存在感,包含未來有希望股的決策流程的機會擴大,必須做這個差距的橋樑。

本報告提供有潛力客戶數位資訊依靠購買的決策這樣的背景中,IT合作夥伴的收益結構的數位行銷的重要性高漲的檢驗等。

IDC的見解

關於本調查

  • 調查手法

概況

  • 客戶期待變化
  • 行銷的重要性的擴大
  • 應該做數位行銷
    • 象被考慮加上合作夥伴一樣地
    • 為了容易基於的考察和投資回收的提供的
  • 限定某合作夥伴的資源
  • 通路合作夥伴和供應商的需求
  • 數位行銷、計劃
    • 教育是第1步
    • 從計劃開始
    • 第1類教育計劃
    • 獎勵的提供
  • 數位行銷實施計劃
    • 網站的升級支援
    • 社群媒體、計劃
    • 內容的最佳化
    • 供應商充分玩味的代理店的計劃
    • Microsoft SureStep─總括的可能議案

今後展望

主要的建議

參考資料

目錄
Product Code: 257061

This IDC study discusses the increasing importance of digital marketing for the IT partner ecosystem as prospective customers are more frequently basing their purchase decisions on digital information.

Most channel partners, with the exception of the largest, have a limited digital presence and limited marketing expertise. Digital marketing requires greater expertise than the traditional marketing vehicles partners have employed in the past, creating an even wider marketing gap. Vendors must bridge this gap with programs that make it easy for partners to implement effective and efficient digital marketing campaigns, increasing both the partners' and the vendors' online presence and their chance of being included in prospects' decision processes.

"The digital marketing gap is often most evident on the partners' Web sites, which are typically not up to current technology standards, leaving partners with little exposure to the new breed of digitally oriented customers who do most of their research online." - Pam Miller, director, Partner Marketing at IDC.

Table of Contents

IDC Opinion

In This Study

  • Methodology

Situation Overview

  • Customer Expectations Have Changed
  • The Increasing Importance of Marketing
  • Why Digital Marketing
    • Enables Partners to Be Considered
    • Provides Better Insights and ROI
  • Limited Partner Resources
  • Channel Partner and Vendor Needs
  • Digital Marketing Programs
    • Education Is a First Step
    • Starting with a Plan
    • Best-in-Class Educational Programs
    • Provide Incentives
  • Digital Marketing Implementation Programs
    • Web Site Upgrade Assistance
      • Semdrive
      • Netsertive
    • Social Media Programs
      • Social Media Rules
      • SAP LinkedIn Program
      • rFactr
    • Content Optimization
      • New Content Rules
      • Repurpose Content
      • Flexible Content Syndication
    • Vendor-Vetted Agency Programs
      • SAP Virtual Agency Program
    • Microsoft SureStep - Comprehensive Enablement

Future Outlook

Essential Guidance

Learn More

  • Related Research
  • Synopsis

List of Figures

  • Figure: The Growth of Digital Marketing, 2010-2014
  • Figure: Digital Marketing Process
  • Figure: Netsertive SEM Program
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