Marketing Channel: How To Choose The Marketing Channels That Bring The Best Results

marketing channels

Marketers can reach consumers in more ways than ever before. With so many different options, it's easy to get overwhelmed. You want to make sure you spend time and money on the most impactful channels and tactics. However, if you don't know what will work best, it's easy to let fear stop you from getting started.

Here's some good news, though: choosing marketing channels doesn't have to be rocket science.

You can hear a lot of talk about emerging technologies like AI and chatbots. But, unless you're a very senior marketer or at a large company, those kinds of tactics may be out of your reach. However, that's okay, because you don't need the flashiest things to be successful.

It's not important to focus on every new channel. It focuses on the right channels to maximize the growth of your business. And in this section, you'll discover where you should direct your efforts and attention to make the most impact.

What is Channel Marketing?

A marketing channel refers to any method or platform that can be used to market a specific product or service to consumers. The main goal is to transfer ownership of a product or service from production to consumption.

Channels like these may include:

       Social media channels: Instagram, Facebook, LinkedIn, Twitter, etc

       Print marketing channels: Advertisements, magazines, brochures, etc.

       Email marketing channels: Email signatures, banners, newsletters, etc.

       Websites: Your own website

       Referral Channels: Directory, website references to your site/company, etc.

       SEO: Title tags, meta descriptions, keywords, etc

       Word of mouth: Spread the word about who your company is and what you have to offer.

       Pay  Per Click (PPC) Marketing

What Are Examples of Marketing Channels?

First, check out this comprehensive list of platforms and means of communicating with potential consumers:

  1. Affiliate Marketing (Affiliate Marketing)
  2. Amazon storefront
  3. Application (App)
  4. Blog
  5. Webpage
  6. Email
  7. Social Network
  8. Event
  9. Advertisement on TV
  10. Online Videos
  11. Microsite
  12. Mobile advertising
  13. Advertising on social networks
  14. Press Release
  15. QR Code
  16. Chatbots
  17. Seminar
  18. Print advertising
  19. In-store signage
  20. Direct sales
  21. Radio advertising
  22. Display point of sale
  23. Print catalog
  24. Competitions
  25. SMS Marketing
  26. Near Field Communication (NFC)
  27. PR. Events
  28. Conference booth
  29. SEO
  30. PPC
  31. Phone advertising

It's a long list, and it barely scratches the surface. Some of these can even be broken down in more detail (for example, there are many different social networks, and each can be thought of as its own channel).

What Areas Should You Focus On?

If that's enough to make you reel, you're not alone. However, it illustrates how many media, formats, and channels exist, all vying for attention. Fortunately, you don't have to pay attention to every possible channel. In fact, trying to do so will almost certainly lead to failure. It is better to master a few than to let yourself be too thin.

These recommendations should not be taken as certain requirements for marketing success. However, these channels are generally considered the most effective for most companies.

Website / Blog

A website is the best for any business. This relates to the next item on this list.

SEO: Search Engine Optimization

Where does most website traffic come from? According to the best SEO service providers,  that's a whopping 51%. In addition, 82% of marketers see  SEO efforts are effective.

Email Marketing

The marketing landscape constantly changes and evolves, and email is no exception. What has remained steady, however, is the reliability and effectiveness of email marketing.

Social Media Marketing

Staying on top of the latest social media trends can be tough. Plus, with organic reach declining on platforms like Facebook, success can be a challenge. However,  social media still provides a lot of brand value for smart companies to leverage.

However, it is important to approach social media with a smart strategy, in addition to a disciplined approach to channel selection. Choosing a small number of networks to host often produces better results than maintaining a presence on every platform.

Videos / YouTube

Did you know YouTube is considered the second largest search engine in the world? When you think about it, it's easy to see why. It is often easier to watch a video to learn how to perform a task than to read an extensive piece of content on the same topic.


Organic traffic is great for building an audience. However, paid ads work well (perhaps better, in some cases) to drive direct conversions. That's because consumers who click on ads are often ready to make a purchase. According to CleverClicks,  PPC converts 50% more traffic than organic search. A complete search marketing strategy should include both organic and paid tactics.

Multichannel vs Omnichannel: What Does Either of These Terms Mean?

Spend some time in the world of marketing blogs and you may come across the words “Multichannel” and “Omnichannel”. You may also be scratching your head and wondering what either of these terms means. Here are quick definitions:

       Multichannel Marketing: Using more than one channel to reach customers.

       Omnichannel Marketing: Refers to marketing that provides a consistent customer experience across multiple channels.

Is it important to understand these terms? If your brand standards are enforced across all the channels you've chosen and you're using the right means to reach your customers, that's what matters most.

Determine The Channels You Will Use

None of this needs to be set in stone. You can always add or remove channels from your strategy in the future. Now, define the following:

       What channels are you currently using?

       What channels will you add to your strategy?

       Which channels would you consider pausing?

In short:  measure. This will be covered in a later chapter of this tutorial, but it's worth making this point briefly. If a channel isn't generating measurable benefits, it's time to recalibrate and reconsider whether it deserves a place in your strategy.

Post a Comment