Study Findings Hold Promise For Distributors Willing To Evolve
In its fourth-quarter 2015 Digital Marketing Services Benchmark, market research and consulting firm Technology Business Research, Inc. (TBR) highlighted how service providers with portfolios spanning the customer life cycle are best positioned to capture marketers’ entire spend.
TBR’s study revealed that vendors offering industry expertise, experience with a complete line of marketing services, and flexible pricing are positioned to win in the digital marketing services market. It says that revenue cycle opportunities, particularly around creative and interactive services, create an entry point for larger engagements. These opportunities attract vendors to invest in a complete line of marketing capabilities and industry expertise to address key business transformation challenges.
While TBR’s research focused on the digital marketing services sector, it holds lessons for the promotional products market as well. Danny Rosin, co-owner of distributor Brand Fuel, drew a number of parallels from the findings. He says, “When TBR talks about service providers, it is interesting to look at whether or not promotional products distributors are actually offering services. Distributors should be looking to create differentiation in the value and, importantly, retain or even grow margins on opportunities. At Brand Fuel, our four categories that allow us to do fairly well with our margin integrity are technology solutions, creative services, fulfillment and product design.”
“Those distributors willing to evolve into those types of spaces, versus just selling product, will be able to retain and strengthen their business. It is apparent through this study that there is revenue share available even with large clients. What we’re seeing in the procurement space is that procurement in terms of price is definitely first and foremost, but I think there are more and more companies getting hip to adding the creative component to a proposal. It doesn’t all have to be weighted on price, and that the creative approach is part of the decision-making process with some of the large opportunities out there. This study is promising for those willing to evolve,” Rosin says.