Phones, TVs, now books …the form and capacities of all are forever changed, in our digital age. Usage habits, functions, and portability are re-writing the rules on how to convey channel management information for Hanson Marketing’s clients who are channel leaders in consumer and trade sectors.
Now comes a Wall Street Journal survey that reveals an increase in reading and in the purchase of new books. 40% of the 1200 respondents say that they read more books since owning an e-reader (Kindle, Nook, Sony Reader, iPad).
The norms of digital interface and its effect on work and leisure patterns are established in the consumer world, but as always there are implications for business-to-business channel management. At Hanson Marketing, we advise current and prospective clients that securing and maintaining face time with their channel partners is priority one, whether they be consumer retailers or trade wholesalers. Using personal e-screens is a natural next step.
For instance: as head of channels in the b-2-b space, you can push daily dashboard readouts on sales performance to your partners’ e-screens, for real-time assessment and on-the-go corrective action. The value you provide your partners trumps your competitors — as you shape your partners’ daily management styles, you take on the role as preferred provider.
Reading the WSJ survey results, I noted that about half of all Americans ages 18 to 24 read no books for pleasure. I had one of those “we’re not like the others” moments. Reading for pleasure in my family is a reflex action, like channel surfing or texting. We’ve seamlessly cut over to e-reading and e-viewing, too, with a collection of Kindles and iPads strewn about.