What do 15 of the top 30 Adage Top Marketers all have in common?

They all sell through independent dealers.

Companies like Toyota, Ford, ATT and HP all sell through independent dealers or resellers. Interesting revelation considering Amazon, Google and Wal-Mart are in the fold.

But one thing caught our eye:

HP

HP has been one of the first companies to recognize digital as the best avenue to reach customers, with both its ad-budget dollar shifts and renewed emphasis on digital communications and marketing occurring under Michael Mendenhall.

But HP still doesn’t offer its resellers a robust digital set of tools to promote the reseller and HP online.

Nike (also selling through dealers)

Nike is the world’s dominant footwear and apparel provider, and perhaps its most-accomplished digital marketer as well.

In a true leader/follower approach these companies might be walking the walk with their own marketing, but providing the online tools for their retailers has not happened.

This is another example of why we built Dealer Ignition, to offer the same tools and marketing tactics to the large constituents (dealers, brokers, retailers, resellers) of these and other top marketing brands.

The full report is here.

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