As consumer preferences evolve, manufacturers need to explore new channels for reaching customers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 04, 2020, 5:10 PM UTC

In the wake of the economic downturn, manufactures need to rethink their channel strategies for the post-pandemic world.

With people trying to streamline the supply chain by cutting out the middlemen, manufacturers can start direct selling to large indirect consumers. They can also create hybrid models and take over some responsibilities like product promotions or logistics.

Businesses, which previously have limited market coverage, can expand their footprint by forming partnerships and leveraging new indirect channels. But, marketers should evaluate customer value and manufacturer and partner capabilities before choosing new channels.

Manufacturers should invest in partners, whether established names or up-and-comers, who provide value to customers. They also use the downturn as an opportunity to look at any changes that need to the channel partnership program.

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