What is a channel in marketing?

Marketing channels are the pathways through which goods, products, services, and information are transferred from producers to consumers.

They can be either physical (stores, catalogs, mail order) or digital (website, mobile app, email, digital advertisements). Every marketing channel comes with its own pros and cons involving cost, reach, targeting capabilities, and analytics.

Companies use a combination of marketing channels to reach their target audience, build trust and loyalty with customers, and maximize sales.

Top marketing channels on and offline

Some of the most popular marketing channels include:

  • Web
  • Search engines (SEO)
  • In-app
  • Email
  • SMS
  • Organic social media
  • Paid social media
  • Conversational Channels (Whatsapp, Facebook Messenger, Line etc.)

More traditional offline marketing channels include:

  • Radio
  • Direct mail
  • Print
  • Billboards
  • TV

Online vs offline marketing channels – which are better for your business?

Since every business is unique, there’s no such thing as a one-size-fits-all channel strategy. Both online and offline marketing channels have their own advantages and disadvantages.

Offline marketing, also known as traditional marketing, consists of physical mediums such as print ads, billboards, radio and television commercials, direct mail campaigns, and more.

Offline marketing is often used to create brand awareness and reach a large audience quickly. It can be expensive, but it’s an effective tool for reaching people who may not use the internet or social media regularly.

Online marketing involves using the internet to reach potential customers through digital channels such as search engines, websites, email campaigns, social media platforms, and more.

Online marketing is generally less expensive than offline methods and allows for more detailed targeting. Additionally, online campaigns are easier to track so you can measure your return on investment (ROI).

To get the best results, diversification is key. As such, both online and offline channels should be used together in order to maximize your reach and effectiveness.

By combining both strategies you can create a comprehensive plan that will help you reach your target audience no matter where they are located or how they prefer to consume information.

How to find the right marketing channels for your business

Follow these steps to find the right marketing channels for your business:

  • Identify target markets

    and customer segments for your products or services.
  • Research potential channels

    to identify where your customers are interacting online.
  • Gauge customer preferences

    to determine which channels would be most effective for reaching your desired audience.
  • Consider the pros and cons

    of each channel, such as budget constraints and timeline restrictions.
  • Test different channels

    to see what works best for your particular product or service offering.
  • Adapt your approach

    as needed based on customer feedback and changing market dynamics.

Omnichannel marketing with Emarsys

Emarsys helps leading brands like Pizza Hut, Babbel and PUMA to effortlessly connect multiple marketing channels and deliver seamless personalized omnichannel experiences in real time.

Deliver the predictable, profitable outcomes that your business demands.

Explore the Platform