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