Channel partners and dealers in the manufacturing industry are spending substantially less on marketing than a cross-industry average, according to data collected by BrandMuscle, a provider of integrated local and channel marketing solutions.
The shortfall in spending was partially attributed to a lack of confidence among channel partners and dealers that brands are properly committed to the marketing programs they provide. A considerable number of channel partners say that the marketing programs provided to them by manufacturers are missing core components and tactics. Furthermore, they feel marketing programs are scattered, and rarely integrated.