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Advice on Tuning into the Right Marketing Channels
First off, I suppose we should begin by defining what a marketing channel is and how they work. Marketing channels, in short, are the ways in which you communicate with potential customers on a daily (sometimes even hourly) basis. Knowing what some of the basic channels are and how they operate can make them powerful tools for managing your marketing efforts both online and off.
Most marketing companies would agree that there are four primary channels (with Mobile quickly becoming a fifth channel). These four channels are as follows: Physical, Web, Social, and Email. Despite a few similarities, these four channels each pose a unique opportunity to convey your marketing (or brand) message and can even expose your business to a previously new audience.
Physical
As its name would imply, the Physical marketing channel refers to any outlet in which you or your brand make a physical connection to a potential customer in the real world (sorry, the Matrix doesn't count). This channel could include Affiliate Marketing, Sales/Cold Calls, and Print Advertisements (magazines, newspapers, billboards).
Web
In the world of online marketing there are a plethora of ways to connect, but specifically for the Web marketing channel we're referring to generating content (text, images, video). This content is, for the most part, static which means that it is more of a one-way path of communication. In other words you're sending a message out to potential customers that allow them to act, but not respond. Strategies in the Web channel typically include Search Engine Optimization (SEO), Pay-Per-Click/Banner Advertising, Online PR, and Blogging/Article Writing.
Social
Within the Web channel lies the Social marketing segment which, moreso than Web, focuses on providing content that allows for an open discussion online. Social marketing has received a lot of attention thanks in part to the popularity of platforms like Twitter, Facebook, and Youtube. Although these are the most popular platforms, there are literally countless others that each cater to their own audience (including our very own River Region Online). The thing to remember about Social marketing is that it requires constant maintenance. Interaction is key here and simply creating an account just won't do.
In conjunction with Social marketing, Email Marketing offers one of the most effective methods to cultivating a loyal customer base that finds value in your message. Email marketing is also one of the most inexpensive channels, considering that many services now offer integration with many of the Social channels such as the aforementioned.
Mobile
Back in January (2011: The Year of Mobile Marketing?) we mentioned the growing emphasis of Mobile marketing on the advertising industry and how you might be able to take advantage of it for your business. Although the mobile boom hasn't quite reached its max potential, it would be unwise to overlook the potential exposure this channel offers with the ability to place your message in the pockets of countless customers.
Next time...
In the next post we'll discuss some ways in which to use each channel to the best effect and how to identify what types of customers are most receptive to which channels.
