What is the Marketing Channel Mix? Promotion Channel Strategy
Channel Mix is the ratio at which you assign resources to the different ways of communicating about products. It is a strategic document that identifies each channel that can deliver your messages and the optimum blend that maximizes their reach and effectiveness.
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Marketing for Managers
This video is part of course module number 8.3.3
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 2: Marketing Mix
Other videos in this section include:
🎬 What is the Marketing Mix – The 4Ps? https://youtu.be/gsp72V0W8Uw
🎬 Marketing Mix: Product – What is the Product Marketing? https://youtu.be/uBFcQByXn9Y
🎬 Marketing Mix: Price and Pricing Strategy https://youtu.be/0U9NhG4I0uw
🎬 Marketing Mix: Place https://youtu.be/DVaYT7zU7rE
🎬 Marketing Mix: What is Promotion? https://youtu.be/n552xtFOV2Q
🎬 Marketing Mix: What is Positioning? https://youtu.be/4_wIDOKJS2Q
🎬 What is Public Relations (PR)? https://youtu.be/2Nc2gDAaxzY
🎬 Guy Kawasaki: What is Enchantment? https://youtu.be/8exdRE6gp8k
🎬 Seth Godin: What are Tribes? https://youtu.be/INKI-FRUNcA
Within your channel mix, each channel will serve a specific function. For example, you’ll use some channels to increase awareness of your product, and others to create a fan base among loyal customers.
So, you will need to create a Channel Mix Plan. This will ensure that your messages reach your target audience in the most effective manner. It will set out:
• The blend of multiple channels you’ll use
• What messages you’ll use each for
• And which audiences you’ll be addressing
• How campaigns will combine multiple channels
• The budget for each
Your purpose is to ensure your messages appear in the right place and at the right time to reach the right audience.
A basic 8-step process for developing your Channel Mix Plan – or Marketing Channel Strategy
1: Assess Available Channels
2: Determine your Target Audience’s Preferences and habits
3: Assess the Strengths and Weaknesses of each Channel
4: Select the Channels Best Fit Your Promotion Strategy
5: Balance Reach and Intensity
– Reach: the number of individual customers you expose to your messages
– Intensity: the average number of times a customer is exposed to your messages.
6: Match your Messages to your selected Channels
7: Finalize Your Channel Mix
8: Build a Plan and a Budget
Think about a product or service your organization produces and markets. What are the elements of its marketing in terms of the four Ps of product, price, place, and promotion? If your organization doesn’t produce a product or service, then pick one you are familiar with either through your work or domestic life.
1. What are the marketing channels used to promote it? (2 MC CPD Points)
2. What messages are delivered through each of those channels? And what are the objectives of those messages? (6 MC CPD Points)
3. How would you characterize the audience for each channel? (2 MC CPD Points)
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📖 Very quick overview
Marketing: A Very Short Introduction https://geni.us/ozSJF
📖 Good general overviews
Kotler on Marketing https://geni.us/JNeVHy
Positioning: The Battle for Your Mind https://geni.us/kGj4KCA
The 22 Immutable Laws of Marketing https://geni.us/RVU1
Marketing For Dummies https://geni.us/sZXAw
📖 Small business marketing
The 1-Page Marketing Plan https://geni.us/Xb4wBk
📖 For a textbook, you can’t go wrong with Kotler’s name on it!
Marketing: An Introduction https://geni.us/q4gzVOw
Principles of Marketing https://geni.us/gsFeMT5
Marketing Management https://geni.us/i3FO
⭕️ Links to our book recommendations are affiliated through Amazon
Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)
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