The Development of Trade Marketing: An Adaptive Strategy in the Digital Age

As the digital economy accelerates, manufacturers and distributors increasingly recognize the importance of digital trade marketing as a core strategy for sustainable growth. The advent of technologies like Artificial Intelligence (AI), Big Data, and advanced management systems has transformed digital trade marketing to not only optimize distribution channels but also swiftly adapt to the fast-evolving demands of the market. Explore the development and profound impact of digital trade marketing on today’s businesses.

1. Trade Marketing in the Modern Context: New Trends and Opportunities for Manufacturers and Distributors

Technology advances have created new trends in digital trade marketing, allowing businesses to leverage customer data and optimize distribution effectiveness. Key trends include:

• Digitalization: Technologies like AI and Big Data enable accurate consumer trend analysis, optimizing sales channels. A PwC report found that 62% of businesses use data to enhance sales and supply chain management.
• High Personalization and Automation: Digital trade marketing moves away from mass targeting, focusing on personalizing every touchpoint to meet the needs of each sales channel.
• Omnichannel Interaction: With consumers using diverse channels (physical stores, e-commerce, social media), digital trade marketing campaigns are deployed across multiple channels to maximize reach.

2. Traditional vs. Digital Trade Marketing for Manufacturers and Distributors

Digital trade marketing transcends traditional methods, leveraging technology to comprehensively manage and develop the supply chain.

3. Impact of Digital Trade Marketing on Manufacturing and Distribution Businesses

Digital trade marketing provides tangible benefits, driving efficiency and competitive advantages:

• Increased Supply Chain Efficiency: Real-time data allows rapid adjustments in supply chain activities. According to McKinsey, companies applying AI to supply chain management reduced logistics costs by 15% – 30%.
• Enhanced Competitiveness: Digital trade marketing enables businesses to customize products and services for distinct customer segments, boosting customer loyalty.
• Increased Brand Reach and Cost Efficiency: Multi-channel strategies achieve broader market coverage with optimized costs. Gartner reports that companies utilizing omnichannel technology increased market reach by 20% – 35% compared to traditional strategies.
• Quick Adaptation to Market Changes: Digital technology enables detailed data analysis, allowing companies to identify and respond promptly to new trends.

Digital trade marketing has evolved into a strategic tool, aiding businesses in sustainable growth and competitive positioning.

4. Applying OMS to Support Digital Trade Marketing

Order Management Systems (OMS) play a pivotal role in executing digital trade marketing strategies. Specific OMS applications include:

• AI-Powered Display Scoring: OMS uses AI to analyze product display photos and suggests adjustments, enhancing sales effectiveness at retail.
• Customer Data Management: OMS gathers detailed customer information, helping businesses understand customer behavior and needs for optimized marketing.
• Real-Time Coverage Tracking: OMS provides real-time product coverage tracking at retail locations, allowing timely adjustments to prevent stockouts.
• One-Touch Payment: OMS integrates modern payment methods for quick, one-touch payments, supporting capital options that improve customer experience and conversion rates.
• Real-Time Visual Reporting: OMS offers real-time reports with a user-friendly interface, helping businesses monitor campaign effectiveness and adjust as needed.

Conclusion

Digital trade marketing has proven essential for manufacturing and distribution businesses in the digital age. By integrating new technologies like OMS, businesses optimize trade marketing activities, creating positive customer experiences, enhancing interaction, and expanding brand reach. Companies that embrace and implement digital trade marketing gain a significant advantage in building a strong position in today’s competitive market.

OMS is a comprehensive DMS solution, developed on the Software-as-a-Service (SaaS) model, suitable for today’s omnichannel sales trends.

Contact us today for consultation and to explore how OMS can support you like it has for many large businesses (Samsung, TH True Milk, Suntory Pepsico, Lotte, Gas South, etc.) to grow rapidly: CLICK HERE.