FROM THE 2112 STRATEGY GROUP AND SPICEWORKS
For decades, the typical toolset for channel marketing has comprised marketing-mix components, but this model is being tested by the need to reach new customers with limited budgets and for focused marketing that can simultaneously touch channel partners and end users.
The media industry is being disrupted by major forces of change such as social networks, cloud computing and the explosion of mobile capabilities — and it’s clear marketing practices and media investment rationale need to adapt as well.
What’s needed? An “alternative channel.””