Taking Traditional Trade Promotion Digital

For those that have already watched part 1 of our interview with Bob Houk - below is part 2.

In part II Bob Houk, Executive Director of the Trade Promotion Management Association, dives into the online channel's opportunity to harness traditional trade promotion tactics.

For those that missed part 1, but prefer to skip it and get to the end of the story ... here's a quick recap: For decades retailers and manufacturers have joined forces to promote products to end consumers. Those practices have evolved over time, but have been a bit slow to make their way to the online channel. Bob Houk, a trade promotion expert, discusses what he believes retailers and manufacturers should and could be doing in the video below.

Posted by Brett Goffin, Google Strategic Initiatives Team