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Trade marketing is a marketing strategy that focuses on activities aimed at distributors, retailers and other intermediaries who are responsible for distributing products in the market. The goal of trade marketing is to increase sales by providing adequate support and motivation to intermediaries who transfer the product to end customers.
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This issue encompasses a range of activities, such as designing and organizing promotional programs, providing marketing and training materials, providing sales support, ensuring product availability and implementing merchandising activities, such as designing and optimizing display spaces.
Trade marketing is an important element in B2B (business-to-business) marketing, especially in industries where sales are made through distributors and intermediaries. It also aims to increase sales effectiveness and efficiency, improve relationships with intermediaries, and increase profits for manufacturers and distributors by better utilizing their sales potential.
Such marketing is especially important in industries where competition is high and products are easily substitutable. In such industries, trade marketing activities can help differentiate products, build relationships with intermediaries and increase sales through better product presentation and increased point-of-sale availability.
Trade marketing in e-commerce
The same is true for online marketing efforts – trade marketing ine-commerce is a marketing strategy that focuses on marketing activities aimed at trading partners, such as e-commerce platforms, online stores and other intermediaries that contribute to the distribution of products online. The goal of trade marketing in e-commerce is to increase sales by providing adequate support and motivation to intermediaries who transfer the product to end customers.
An example of trade marketing – product placement. Source: https://ccc.eu/pl/
Trade marketing in e-commerce includes a number of activities, such as:
Designing and organizing promotional programs,
Providing marketing and training materials,
Providing sales support,
Ensuring product availability,
Implementing merchandising activities, such as designing and optimizing display spaces on an e-commerce platform.
E-commerce trade marketing is particularly important in industries where competition is high and products are easily substitutable. In such industries, trade marketing activities can help differentiate products, build relationships with trading partners and increase sales through better product presentation, increased point-of-sale availability and through innovative marketing campaigns.
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Examples of trade marketing
Here are some examples of trade marketing activities:
Promotional programs
Manufacturers offer promotions and discounts to dealers, such as retail stores, to encourage them to sell their products.
Marketing and training materials
Manufacturers offer marketing materials such as brochures and posters to help advertise and promote products. They can also offer training to retailers to help them sell products better.
Loyalty programs
Manufacturers offer loyalty programs to reward dealers for their loyalty and encourage them to sell their products.
Manufacturers engage in marketing campaigns, such as ads on TV or just on the Web, to increase brand and product awareness and encourage purchases.
These trade marketing activities help manufacturers and distributors increase sales and profits by providing adequate support and motivation to the trade intermediaries who contribute to the distribution of their products.
Summary
Trade marketing in e-commerce is key to building and maintaining relationships with trading partners to ensure adequate sales and profits. Trade marketing activities in e-commerce help differentiate a product from its competitors, increase its visibility and availability, and improve the quality of e-commerce sales.
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About the author
Digital marketing multitasker. Eight years of experience. I combine Google Ads, SEO, content marketing, video marketing and influencer collaboration.
I have been active in Google Ads, SEO and e-commerce for almost 10 years. Now I share my knowledge and experience on the blog, on social media and in courses, audits and training sessions.
