Marketing channels are how businesses reach customers. Three different types of marketing channels exist: channels for communication, distribution, and services. Communication channels deliver marketing messages to potential customers. Distribution channels are the delivery method for products. Service channels aid companies in carrying out business transactions. The lengthy process from purchasing raw materials to delivering finished goods to customers is referred to as the supply chain. The supply chain channel includes elements of other marketing channels.
Why are marketing communication channels important?
Because they form the basis for all marketing activities, marketing communication channels are crucial. They enable companies to target various audiences using customized techniques that maximize their return on investment. Additionally, the idea of distinct marketing communication channels is used by advertising networks. They view each channel as a unique product with varying value. If billboards are more successful and in higher demand, an advertising network might charge more for billboard advertising than for street-level signage.
What is a marketing communication channel?
A business uses a marketing communication channel, also referred to as a media channel, to spread a marketing message. It only describes how you engage audiences with your brand, independent of the content of your message. Traditional marketing communication channels are those that predate the internet, and digital marketing communication channels are those that rely on it. “.
Types of marketing communication channels
The two types of marketing communication channels are listed below along with lists of specific examples:
Traditional marketing communication channels
Although traditional marketing methods do not rely on the internet, they are still an important tool for many businesses. Because of their target market or business model, some companies primarily use traditional marketing channels. For example, roadside eateries typically rely on straightforward signage to draw customers. Some businesses may use conventional marketing communication channels to introduce products to customers who aren’t familiar with their brand because digital advertising increasingly reflects what users already know and like. Examples of traditional marketing communication channels include:
Digital marketing communication channels
Companies can now reach much wider audiences thanks to digital marketing communication channels, often at very affordable prices. Their ability to provide marketers with immediate feedback about an advertisement’s performance has been one of their transformative effects. Companies can quickly apply insights to current or upcoming marketing efforts after learning almost instantly which ads generate interest and generate sales. Examples of digital marketing communication channels include:
How to choose the right marketing communication channel for your business
The following are the steps to take when selecting a marketing communication channel on behalf of your organization:
1. Determine your marketing budget
Before forming any firm opinions about your marketing strategy, determine the size of your budget. Depending on its size, you might have to omit some forms of communication or you might demonstrate your freedom to select any you like. Knowing how much of your budget you can devote to each communication channel is advantageous if you decide to invest in a variety of them.
2. Assess marketing resources and assets
Other than money, your marketing campaign depends on essential resources like your marketing team and the goods or services you can use in it. Certain communication channels may be wiser than others depending on your marketer’s strengths. For instance, you might prefer starting a blog if your marketers are excellent at writing compelling content. You might prefer television advertisements if you know a commercial production company that produces excellent work at an affordable price.
3. Identify your likely candidates
Frequently, some channels of communication are blatant candidates while others are obviously not going to work. Simplify your forthcoming research process by ignoring any that don’t align with your brand and emphasizing any that do. At this point, you can also organize communication channels into categories so that you can use one from each that you feel is important. For instance, you might prefer one type of signage, one broadcast media ad, and one type of print ad among the conventional choices.
4. Research your options
You can use research to support or challenge your assumptions about the communication channels that will work best for your company. Additionally, it gives you vital details about expenses that directly influence whether and how much you invest in each communication channel. Here are several key considerations to research:
5. Rank each communication channel
After learning more about each communication channel, rank them according to how well they accomplish a particular objective, such as geographic relevance or brand compatibility. Once you’ve ranked each criterion, choose the one that you want to weigh the most. You might decide that the cost in money and the time needed are your top concerns. Choose the combination that reaches the most people and provides the best return on investment by comparing your budget with the costs associated with various combinations of communication channels.
6. Monitor results
After your campaign launches, pay close attention to how each communication channel does. You can examine specific metrics like clicks or ask your customers how they heard about your company to determine which communication channel they use most frequently. As you gather feedback, keep an eye out for any tweaks you can make before launching your next marketing initiative.
Examples of successful marketing communication channel selection
Here are a few instances of businesses using marketing communication channels that suit their business models and the requirements of their target markets:
Music store example
Here is an example of a music store choosing the best marketing communication channel to grow its online business:
A music shop posts a review of a brand-new guitar on its social media page just for fun. The video receives unusually high engagement, and requests for similar content are made to the store. The business owner understands they can produce a video channel to showcase their skilled and knowledgeable staff. Within a few weeks, the channel has several videos with product reviews and playing advice for the guitar, each generating thousands of views. Due to the small business’s excellent content, users from far away decide to support it, resulting in previously unheard-of online sales.
Fan merchandise store example
Here’s how a proprietor of a fan memorabilia shop might use research to pick the best marketing communication channel:
Someone starts a web shop selling T-shirts with references to well-known old television series. The shop owner learns from researching the actors in these shows that several of them are podcast hosts. Online discussion boards appear enthusiastic about the podcasts as well, persuading the store owner to buy advertisements on several of them. Instead of just reading the copy advertisers provide them, the podcast hosts and former television stars express their genuine enthusiasm for the T-shirts when introducing the product. Fans can immediately look up the store while listening on computers or mobile devices, which significantly increases sales.
Sandwich franchise example
This illustration shows how the most effective marketing communication channel can evolve over time:
A sandwich franchise gains global brand recognition after years of growth. The business chooses to send coupons via the conventional marketing communication channel of physical mail with less of an emphasis on increasing brand awareness. Customers who occasionally already purchase the company’s sandwiches now have a distinct, simple incentive to go to franchise locations. A few weeks after sending the first coupons, the business notices a significant increase in sales.
Communication Channels
FAQ
What is the communication channel in marketing?
A business uses a marketing communication channel, also referred to as a media channel, to spread a marketing message. It only describes how you engage audiences with your brand, independent of the content of your message.
What are the 5 communication channels?
With the development of common verbal language, the emphasis on communication has shifted from gathering information from multiple channels—face, body, voice, verbal content, and verbal style—to focusing on a single channel—words.
What are the four types of communication channels?
- Non-verbal communication. It’s interesting to note that nonverbal cues are employed both consciously and unconsciously.
- Verbal communication. When we speak, we convey much more than just the words themselves.
- Written communication. …
- Visual communication.
What are the 8 communication channels?
- Employee App. A mobile employee app is a powerful tool.
- Staff Meetings. …
- Email. …
- Employee Magazine.
