It's no surprise that business and the way we do business have migrated to offline channels in the wake of Covid-19.
It's clear that we've all changed our consumption habits, c level executive list and this is leading to a reaction from companies to meet these new or changed needs. Only companies that are able to adapt to this new reality will survive and achieve long-term growth. One tool to achieve this is Digital Trade Marketing (DTM).
"Only companies that are able to adapt to this new reality will survive and achieve long-term growth."
When did the concept of DTM emerge?
The concept of DTM is relatively new. Bakshi, Eccles, and Jain touched on the concept in their 2017 article "Advanced Trade Marketing for the Digital World," and Jain elaborated on this concept again in his article " Digital Trade Marketing: Delighting Shoppers in the Age of Digital " a year later.
I first learned the concept in 2019 when I became an eCommerce Retail Specialist at Blacksip Colombia (a position that later became DTM Specialist).
This is where I truly understand this concept . Combining the above ideas with my experience, DTM is the distribution of products and/or services through offline channels in a collaborative manner between suppliers and vendors. Ultimately, the idea is to sell more through as many partners as possible (volume by volume).