[Translate to eng:] Handelsmarketing 2.0

Trade Marketing 2.0:
How companies advertise in the digital world

 

What is trade marketing?

trade marketing deals with the marketing and offering of all products, sub-products and processes in retail. Due to the various sub-areas in trade, which not only consist of the sale of the end products, but also the procurement of the product, the actual competition and the internal processes, trade marketing is a very diverse area in marketing. Due to this diversity, it is necessary to take a closer look at the individual areas and their special features.

Definition

The term trade marketing stands for institution-specific marketing for trade companies, mostly understood as procurement and sales marketing. All trade marketing instruments are to be used in accordance with the specific circumstances in the procurement and sales markets. The main difficulty is the coordination of the direct mutual effects.

For whom is trade marketing relevant?

Trade marketing is an interesting area for anyone who works with trade and trading companies. This mainly affects people who are employed in the procurement and manufacture of products. This affects the employees of the company, all of their suppliers and also the competitors. However, since the finished products and services go to very different types of customers, trade marketing is also relevant for the end consumer. Due to the many different areas of application and instruments of trade marketing, parts of it can be interesting for almost everyone.

What is trade marketing? What are the challenges?

  • Constant research into the relevant markets: sales market, procurement market, competitive market, internal market
  • Complex differentiation possible: according to sectors (e.g. retail marketing or mail order marketing) or according to industries, company sizes, locations, etc.
  • Linking and mutual dependence of the individual areas
  • General goal in marketing: Acquiring new customers
  • Customers are bound in the long term through high product and service quality
  • Securing market shares in competition

The relevant markets

The relevant markets Trade Marketing

Sales market

The sales market provides the platform on which products such as consumer goods and services are offered and customers are to be brought to buy. In marketing, particular emphasis is placed on knowing the needs of customers and presenting the product or service as precisely as possible. The operational marketing department in particular takes care of how the company's performance can be placed in the market in the best possible way. A distinction can be made between sales marketing on the one hand based on its focus on the local, national or international market, and on the other hand based on the offer and the parties involved. Even if most people immediately think of sales marketing when they first think of marketing, this alone is not enough. Without the other sub-areas of retail marketing, a product cannot be properly produced or offered on the sales market.

 

Procurement markets

On the procurement market, it becomes clear where the raw materials for your own production come from or which products are needed to offer a service. Thus, this market is upstream of the production and sales market and every company that offers products or services on the sales market is also represented on the procurement market. Not only the individual parts and resources are procured for the production, but also the financial means, labor and preliminary products that are required for the completion. Due to the increasingly global network, the procurement market can also be expanded and changed internationally. For companies from which the resources and parts are obtained, their sales market is the procurement market of the producer of the end product. In the marketing of the procurement market, the aim is to influence purchasing activities in the most targeted manner possible and to make them efficient.

 

Competitive market

The competitive market is, as the name suggests, a market in which there is great competition and therefore great comparison. This competition can be divided into the large number of providers and a large number of buyers. If, therefore, many suppliers or sellers offer the same good, a single company can have relatively little influence on the price. The opposite of this would be a monopoly market in which there is little competition or a scarce commodity is offered. Due to the large number of offers, it is important to stand out from the competition in competitive marketing. This is usually done by highlighting product features or particularly low sales prices. Apart from competing for the buyer, competitors can also be used as a source of information. They serve to exchange experiences and offer the opportunity to compare processes and procedures in the company.

 

Internal market

The fourth market that is served in trade marketing is the internal market. The coordination within the company takes place in the internal market. On the one hand, this involves the correct presentation and disclosure of the goods and goods in the shops. Above all, questions about shop design and product presentation are clarified. On the other hand, internal processes are also important. Coordination of personnel training and further education as well as the control of processes such as incoming goods inspection also fall under the field of the internal market.

 

Sales market

  • Show
  • Print marketing
  • Online marketing
  • Public space advertising
  • Social media

 

Procurement market

  • Connection of suppliers
  • Contact with service providers

Competitive market

  • Horizontal advertising communities
  • Uniform advertising focus
  • Exchange between different locations

Internal market

  • Agency and shop equipment
  • Internal mailings
  • Internal communication
  • Interfaces

Trade Marketing Goals

In trade marketing as well, as in marketing in general, the goal is ultimately to generate customers and to convince them of your own product, services and the entire company in the long term. As a trading company, you want to be remembered by customers for the high quality of service and product. After looking at the various markets, however, it becomes clear that this is not only possible through pure sales marketing. The procurement of the individual parts and the securing of shares on the competitive market as well as the internal realization play a decisive role in the conviction of the end customer. The success of trade marketing therefore lies in the systematic and consistent implementation in all four markets.

Multi channel concepts

Multi channel concepts

Due to the ever more research-advancing cross-media approach, more and more different platforms are also being used in retail marketing. Products and services can be placed on various offline and online channels using a campaign.

Augmented reality

Augmented reality

Augmentes Reality offers are also becoming more and more popular in sales marketing. In online shops in particular, products can be tried on, combined and tested virtually. Thus, the technical test can prevent bad purchases in advance.

Social networks

Social networks

Social networks are not only becoming more and more popular in private life. In retail marketing, too, communication is increasingly taking place online and via platforms. Using these marketing instruments, interested parties can be picked up directly and in their everyday life. The simple filtering and target group definition also make the networks a popular marketing tool.

IT systems

IT systems

Due to the ever advancing technical development, technical support can be used in many areas in the marketing process. Be it for the administration of data or the direct transfer to the affiliated service providers, the use of IT systems saves time and money. These resources can be reinvested in other process steps.

How can software support?

In trade marketing, especially in the sales market, it is important to reach customers and apply a uniform marketing strategy. This uniformity and the efficient use of marketing opportunities can be supported and simplified by a software solution. It is important to be able to access the various digital resources and, for example, to forward images, videos, graphics as well as data or address lists to everyone involved. If the entire database of media is made available to the employees (via digital asset management), they can first be inspired by the media selection and develop new ideas. If this is not the case, media can only be requested specifically from the head office, which leads to a less creative or varied use of the media. A marketing portal helps to ultimately include these media in finished marketing materials.

In a marketing portal, all print media and instruments of a classic web-to-print platform can be combined into one system. In addition, cross-media marketing materials of all kinds can be personalized and edited and ordered, printed or reserved directly from the service provider. It is not only possible to create printed materials, but also to place digital advertisements and to create and even advertise posts on social media. The large mix of different marketing materials makes it possible to accompany a complete campaign in retail marketing with the right advertising measures. Through the integration of the company's own digital assets management system, stored data and media can also be used directly in the production of marketing materials and further simplify the process. In addition to these advantages, a marketing portal can also be used to publish a general plan of marketing focal points, which all relevant sales partners can access and which they can take into account for their own planning.