Understanding New-Age Communication Preferences of Channel Partners
The Shift in Partner Communication
Today’s channel partners are more digitally connected than ever. A recent study across distributors, retailers, and influencers reveals that communication preferences are rapidly evolving. Traditional modes like print and email are losing ground, while real-time and digital platforms are taking the lead.
What Partners Prefer
Modern channel partners prefer communication that is quick, accessible, and personalized. The data shows:
78% prefer voice calls for direct interaction
50% rely on messaging apps such as WhatsApp
42% still use SMS, especially in semi-urban areas
Only 37% favor emails for updates
These insights highlight that brands need to meet partners where they already are - on mobile and digital platforms.
The Rise of Digital and Social Channels
Social media, mobile apps, and short video content are now crucial engagement tools. Over half of the channel partners actively use social platforms to stay updated and connected with brands. Digital brochures, catalogues, and in-app notifications further enhance reach and engagement.
Communicating at the Right Time
Timing also plays a vital role in engagement. Studies show that the best time to connect with partners is between 3 PM and 5 PM, when they are most receptive to business communication.
Key Takeaway
For brands to build strong relationships, communication strategies must evolve with partner behavior. Adopting a multi-channel approach - combining voice, messaging, social, and app-based outreach - helps improve responsiveness, strengthen trust, and create a more connected channel ecosystem.