Create real user value in social media marketing

Jonathan Hall

Organisations in the supply chain are feeling the pinch, as conventional channel loyalty continues to fade fast. Globalisation, commoditisation and technological innovation are combining to ensure market intermediaries in the channel have more supply options than ever before.

The growing influence of these three trends is also making it increasingly hard for such businesses to rely on conventional channel loyalty 'weapons' – brands, products, terms and that old impostor 'personal relationships' – to keep their supply chain faithful and to access markets competitively.


As market channels find it easier to source and substitute suppliers, strategic power shifts to their end of the supply chain and, as a result, organisations are under growing pressure to invent strategies to lock in channel partner commitment.