Digital trade marketing: Delighting shoppers in the age of digital
Trading is a correlation between products and the organization, marketing between people and the markets/products.
Trading has extreme scope of flexibility but marketing is rigid tied to specific products markets.
People are an asset of the trading organization whereas in marketing products and processes are the asset.
The market for a trader is not confined to regions or borders but for marketing the markets.
For retailers and manufacturers facing challenges in a shifting landscape, leveraging the power of digital in trade marketing (a global business that’s now worth $500 billion5) offers a unique opportunity to improve the customer experience. Rather than reflecting the omnichannel behaviour of today’s consumer, the majority of trade marketing budgets are still spent in traditional ways, through offline paid media and offline platforms (think in-store displays, printed in-store media and targeting through coupons based on products that the consumer has previously purchased).


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