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Guest blogger - Marilyn Cox, PMP - VP Marketing at The Second City
Manufacturers recognize the potential in leveraging channel partners. The same potential resides in digital channels. Traditionally, digital communications are relegated to emails, a website, and maybe some social media. Digital advertising, if done at all, is broad and ineffective. On average, digital ads only reach 33% of their intended target. The more specialized your product or industry, the harder it becomes to reach your intended audience. Now, with the right approach to strategy and use of available tools, digital advertising can become a new partner. Targeting and personalization can allow manufacturers to better service and educate their audience, understand engagement and interest, and communicate return on investment. It can deliver inbound results and provide continual pull through a sales cycle. First, ask yourself this question: