In 2015, Omnichannel And Big Data Will Bring Channel Marketing To The Next Level - Channel Marketer Report

Channel Marketer Report, By Alicia Fiorletta

Mobility, social media and cutting-edge content formats were among the core topics outlined in our 2014 Channel Trends & Predictions piece.

This year, channel experts and thought leaders are honing in on the importance of Big Data, and how organizations can leverage this data to better align marketing campaigns and tactics to the buying journey.

Omnichannel and local marketing are top-of-mind in today’s highly complex, multi-device ecosystem, and vendors should focus on providing partners with the tools and resources to create relevant and customized campaigns.  

To identify these and other core trends for the year ahead, we asked channel thought leaders the following question:

“How do you believe channel marketing will shift and/or evolve during 2014 and why?”
(Responses are listed in alphabetical order by company name)

Jon Whitlock
Senior Director, Channel Marketing, Kaspersky Lab North America
@Kaspersky

The No. 1 theme that we’ve already seen and expect will continue to develop in 2015 is that channel marketing will be much more ROI-based. It takes not only money, but also people and effort, to create partner enablement and marketing campaigns. And it’s important that each campaign is impactful. It will be increasingly important to measure the impact and ROI of each campaign and show the impact to sales — really looking at how the spend and the effort pays off, as well as which partners are seeing a lift from those efforts. Read more.