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Marketing channels

Victoria Maslakova
Victoria Maslakova

A marketing channel refers to the path or pipeline through which goods and services flow from a vendor to the consumer. It involves a set of interconnected intermediaries that help transfer ownership and distribution of products. Key factors in determining appropriate marketing channels include understanding the target audience, a company's capabilities, product characteristics, competition, and market conditions. Effective channels establish relationships, build trust, and meet customers where they are already engaged.

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MARKETING CHANNELS LEAD GENERATION
WHAT IS A MARKETING CHANNEL? A marketing channel is a set of practices or activities necessary to transfer the ownership of goods, and to move goods, from the point of production to the point of consumption. An alternative term is distribution channel or 'route- to-market'. It is a 'path' or 'pipeline' through which goods and services flow from vendor to the consumer. A marketing channel may include several inter-connected intermediaries such as wholesalers, distributors, agents, retailers.
丐乘 舒从亠亳仆亞仂于亶 从舒仆舒仍 仂 亳亠仄舒 从仂仆仂仄亳亠从亳 亳仆亳仂于 亳 仂亞舒仆亳亰舒亳亶, 从仂仂舒 仂弍亠仗亠亳于舒亠 亟仂仗仆仂 仗仂亟从舒 从仂仄仗舒仆亳亳 仗仂亠弍亳亠仍礆, .亠. 亳亠仄舒 亟亳亳弍亳亳, 仂弍亠仗亠亳于舒ﾑ舒 亟仂仗仆仂 仗仂亟从舒 仗仂亠弍亳亠仍 于 仗仂亠亠 于弍仂舒, 亳亰亳亠从仂亠 仗仂仍亠仆亳亠 仗仂亟从舒 仗仂亠弍亳亠仍亠仄 亳 亠亞仂 仂仗仍舒. 丐亳仗 仄舒从亠亳仆亞仂于 从舒仆舒仍仂于 礆亠 (仗仂亳亰于仂亟亳亠仍 仗仂亟从舒 仆亠 仗亳弍亠亞舒亠 从 仍亞舒仄 仗仂亠亟仆亳从仂于) 仆仂亞仂仂于仆亠于亠 (仗亳于仍亠从舒亠 仗仂亠亟仆亳从仂于) 弌亠仍亠从亳于仆亶 (亰仆舒仆亳亠 仗亠亳亳从亳 仗仂亟从舒) 仆亠仆亳于仆亶 (max 仗亳于亳亠 仂于舒舒 于 仂从舒 仗仂亟舒亢, 亠弍仂于舒仆亳亠 min) 亅从从仍ﾐ経湖火術亶 (仂亞舒仆亳亠仆仆仂亠 亳仍仂 仗仂亠亟仆亳从仂于)
个丐乘 仂仂弍亠仆仆仂亳 从仂仆亠仆 仗仂亠弍亳亠仍亠亶 于仂亰仄仂亢仆仂亳 舒仄仂亶 亳仄 - 亠 亳仆舒仆仂于仂亠 仗仂仍仂亢亠仆亳亠, 从仂仆从亠仆仂仗仂仂弍仆仂, 仄舒舒弍 仗仂亳亰于仂亟于舒; 舒舒从亠亳亳从亳 仂于舒舒 - 于亳亟, 亠亟仆 亠仆舒, 亠亰仂仆仆仂 仗仂亳亰于仂亟于舒 亳 仗仂舒; 亠仗亠仆 从仂仆从亠仆亳亳 亳 弍仂于舒 仗仂仍亳亳从舒 从仂仆从亠仆仂于; 舒舒从亠亳亳从舒 亳 仂仂弍亠仆仆仂亳 仆从舒
KEY FACTORS 1. Know Your Target Audience 2. Create Relationships & Build Trust 3. Go To Where Your Audience Already Is
MARKETING MIX 4PS -> 4 CS Product Commodity Price Cost Place Channel Promotion Communication consumer-oriented model
CHOOSE THE MOST APPROPRIATE MARKETING CHANNELS Traditional Media Newspaper/Magazine Advertising Outdoor Advertising (i.e.; Billboards, Bus Boards) Direct Mail Public Relations (News & Interest Publications) Telemarketing Outbound call campaign Online Online Advertising (News & Interest Websites) Public Relations (News & Interest Websites) Links on Partner Websites Email Marketing eNewsletters / eBlasts Opt-in Tools on Websites and Micro-Sites Search Engine Marketing (SEM) Pay-Per-Click (PPC) Organic Search Engine Optimization (SEO) Social Media Blogs/Forums Professional and Social Networks Webcasts Surveys
CHOOSE THE MOST APPROPRIATE MARKETING CHANNELS Mobile Text Messaging Mobile Applications Live Networking Events Speaking Engagements Participate! Provide & Gain Information Qualify leads by asking questions Take notes - Follow up with a personalized message Partner & Customer Co-Marketing Efforts Partner with organization who share the same target audience Referrals Compassion Marketing Associate your company with non-profits and interest groups that your audience has a passion for Sponsorships Co-Marketing Efforts
Marketing channels
Marketing channels
CRAFTING YOUR MESSAGE Evaluate how your existing customers came to be your customers Develop your elevator pitch using the key benefits of your product/service Personalize your message to your various customer segments and their sales cycle stage Your objective... Create Relationships and Build Trust Problem to Solution story-telling Share valuable information
GATHER INTELLIGENCE Define your current customer base and model your target audience from your existing customer profile. What type of person/company buys your products? What customer segments are your most-frequent & most profitable? Assess target audience demographics & psychographics Age, Education Level, Home Value, Family Position, Gender, Interests What challenges/opportunities do they have?
ASSIGNING RESOURCES Follow up with every qualified lead Active participation within each lead generation channel Assign budgets/personnel If resources are limited, prioritize channels and focus on the best performing channels Dont get spread so thin that youre not able to actively participate within each channel

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Marketing channels

  • 2. WHAT IS A MARKETING CHANNEL? A marketing channel is a set of practices or activities necessary to transfer the ownership of goods, and to move goods, from the point of production to the point of consumption. An alternative term is distribution channel or 'route- to-market'. It is a 'path' or 'pipeline' through which goods and services flow from vendor to the consumer. A marketing channel may include several inter-connected intermediaries such as wholesalers, distributors, agents, retailers.
  • 3. 丐乘 舒从亠亳仆亞仂于亶 从舒仆舒仍 仂 亳亠仄舒 从仂仆仂仄亳亠从亳 亳仆亳仂于 亳 仂亞舒仆亳亰舒亳亶, 从仂仂舒 仂弍亠仗亠亳于舒亠 亟仂仗仆仂 仗仂亟从舒 从仂仄仗舒仆亳亳 仗仂亠弍亳亠仍礆, .亠. 亳亠仄舒 亟亳亳弍亳亳, 仂弍亠仗亠亳于舒ﾑ舒 亟仂仗仆仂 仗仂亟从舒 仗仂亠弍亳亠仍 于 仗仂亠亠 于弍仂舒, 亳亰亳亠从仂亠 仗仂仍亠仆亳亠 仗仂亟从舒 仗仂亠弍亳亠仍亠仄 亳 亠亞仂 仂仗仍舒. 丐亳仗 仄舒从亠亳仆亞仂于 从舒仆舒仍仂于 礆亠 (仗仂亳亰于仂亟亳亠仍 仗仂亟从舒 仆亠 仗亳弍亠亞舒亠 从 仍亞舒仄 仗仂亠亟仆亳从仂于) 仆仂亞仂仂于仆亠于亠 (仗亳于仍亠从舒亠 仗仂亠亟仆亳从仂于) 弌亠仍亠从亳于仆亶 (亰仆舒仆亳亠 仗亠亳亳从亳 仗仂亟从舒) 仆亠仆亳于仆亶 (max 仗亳于亳亠 仂于舒舒 于 仂从舒 仗仂亟舒亢, 亠弍仂于舒仆亳亠 min) 亅从从仍ﾐ経湖火術亶 (仂亞舒仆亳亠仆仆仂亠 亳仍仂 仗仂亠亟仆亳从仂于)
  • 4. 个丐乘 仂仂弍亠仆仆仂亳 从仂仆亠仆 仗仂亠弍亳亠仍亠亶 于仂亰仄仂亢仆仂亳 舒仄仂亶 亳仄 - 亠 亳仆舒仆仂于仂亠 仗仂仍仂亢亠仆亳亠, 从仂仆从亠仆仂仗仂仂弍仆仂, 仄舒舒弍 仗仂亳亰于仂亟于舒; 舒舒从亠亳亳从亳 仂于舒舒 - 于亳亟, 亠亟仆 亠仆舒, 亠亰仂仆仆仂 仗仂亳亰于仂亟于舒 亳 仗仂舒; 亠仗亠仆 从仂仆从亠仆亳亳 亳 弍仂于舒 仗仂仍亳亳从舒 从仂仆从亠仆仂于; 舒舒从亠亳亳从舒 亳 仂仂弍亠仆仆仂亳 仆从舒
  • 5. KEY FACTORS 1. Know Your Target Audience 2. Create Relationships & Build Trust 3. Go To Where Your Audience Already Is
  • 6. MARKETING MIX 4PS -> 4 CS Product Commodity Price Cost Place Channel Promotion Communication consumer-oriented model
  • 7. CHOOSE THE MOST APPROPRIATE MARKETING CHANNELS Traditional Media Newspaper/Magazine Advertising Outdoor Advertising (i.e.; Billboards, Bus Boards) Direct Mail Public Relations (News & Interest Publications) Telemarketing Outbound call campaign Online Online Advertising (News & Interest Websites) Public Relations (News & Interest Websites) Links on Partner Websites Email Marketing eNewsletters / eBlasts Opt-in Tools on Websites and Micro-Sites Search Engine Marketing (SEM) Pay-Per-Click (PPC) Organic Search Engine Optimization (SEO) Social Media Blogs/Forums Professional and Social Networks Webcasts Surveys
  • 8. CHOOSE THE MOST APPROPRIATE MARKETING CHANNELS Mobile Text Messaging Mobile Applications Live Networking Events Speaking Engagements Participate! Provide & Gain Information Qualify leads by asking questions Take notes - Follow up with a personalized message Partner & Customer Co-Marketing Efforts Partner with organization who share the same target audience Referrals Compassion Marketing Associate your company with non-profits and interest groups that your audience has a passion for Sponsorships Co-Marketing Efforts
  • 11. CRAFTING YOUR MESSAGE Evaluate how your existing customers came to be your customers Develop your elevator pitch using the key benefits of your product/service Personalize your message to your various customer segments and their sales cycle stage Your objective... Create Relationships and Build Trust Problem to Solution story-telling Share valuable information
  • 12. GATHER INTELLIGENCE Define your current customer base and model your target audience from your existing customer profile. What type of person/company buys your products? What customer segments are your most-frequent & most profitable? Assess target audience demographics & psychographics Age, Education Level, Home Value, Family Position, Gender, Interests What challenges/opportunities do they have?
  • 13. ASSIGNING RESOURCES Follow up with every qualified lead Active participation within each lead generation channel Assign budgets/personnel If resources are limited, prioritize channels and focus on the best performing channels Dont get spread so thin that youre not able to actively participate within each channel