Channel marketing, otherwise known as Omnichannel marketing is about having a customer continue their shopping experience with a particular brand throughout several different platforms. Channel marketing is meant to create and evolve the relationship between a consumer and the brand. This allows consumers to reach out to the company in whichever channel they would like and create an engagement with them as well. Today, a company can use many different platforms to reach potential consumers, as mobile marketing, direct mail, email marketing, and websites like blogs. (Links to an external site.)
Channel marketing helps us reach all the consumers that could be anywhere, and on any platform, showing that every company needs to be on those platforms as well, to gain as many leads as possible. With so many marketing channels and day by day, growth makes channel marketing a key strategy that brands need to follow. Many consumers spend most of their time on one specific platform. With channel marketing, it doesn’t allow any consumers to be missed, or that isn’t marketed too.
The key element in channel marketing is creating a marketing strategy that will come across all the different channels. The marketing campaign has to get potential consumers interested in the brand and lead them to create engagement and proceed with the funnel. (Links to an external site.) The campaign has to connect within all the platforms being used. Programs like Google Ads make channel marketing easier for companies with the click-to-call extension, which adds a phone number to different ads, and mobile device activity. Via television, marketers can promote hashtags to their on-TV advertisements, during large events being televised for consumers to use on their social media channels.
There are many benefits from channel marketing like more attention towards the brand, more touchpoints, and consistency throughout the campaign. Having the brand market in different channels increases brand awareness, which leads to more attention. (Links to an external site.) With more touchpoints within the marketing funnel, it allows the company to collect more data. The data can lead the brand to measure the success of the campaign and have a better understanding of their target market and market share. With channel marketing, the company has to stay consistent among all the channels, and have the same message reflected throughout.
In my four years on the marketing side of the fitness industry, channel marketing is one of the essential strategies in expanding brand awareness. In many campaigns, we will promote them through Facebook, Instagram, and YouTube to increase leads and revenue. We consistently promote hashtags related to the campaign and add call-to-actions to capture the potential consumer’s information. All of these tactics can lead to a successful channel marketing strategy and an increase in profit. Any brand that follows these key elements will surpass competitors in their industry and stand out in their market share.