By Wendy Namara
EMC Southern Africa recently hosted its Business Partners at an interactive Marketing Enablement Workshop to introduce them to the fundamental shifts that are taking place in the world of Technology.
We have seen that traditional marketing models are decreasing in effectiveness due to the rapid changes in customer behaviour and how technology is being consumed. The workshop aimed at equipping our business partners in building confidence to effectively engage with customers and acquire new skills to influence purchase decisions. The workshop highlighted the changes in the customers buying journey where digital, social and inbound interactions have taken prominence in a Mobile Age. With the emerging ‘Third Platform’ of IT and the possibilities that this will bring to the businesses of tomorrow -EMC recognises that its Business Partner community is essential in our ability to address these changes in an agile and impactful way. The “Third Platform” platform identifies several technologies that will drive IT growth and innovation such as mobile devices, cloud services, Big Data, and social technologies. The International Data Corporation (IDC) coined the phrase a few years ago and it builds on the mainframe (First Platform) and PC client and server technologies (Second Platform).
As a consequence of changing market dynamics EMC through the launch of its new Business Partner Program, partners can grow their competence through the Marketing Academy which offers a host of online marketing training courses. Furthermore EMC has introduced a Digital Marketing Platform as a tool for executing integrated campaigns at the switch of a button. The delegates were able to put what they had learnt on the day into practice through a fun-filled group task that saw multi-functional teams from all areas of business work together to solve a business challenge. The key learning was that Marketing is a business conversation with potential impact across the entire value chain.