Channels | Glossary

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What Are Channels?

Marketing channels refer to the various platforms and methods you use to reach and engage with your target audience. Here are some examples of channels that marketers use today:

Traditional Marketing
Traditional marketing is still viable despite many newer channels stealing the spotlight. Traditional marketing refers to the conventional methods and practices that involve physical media and face-to-face interactions. Under this channel, there exists several sub-channels which include:

  • Print advertising, such as newspapers, magazines, and brochures.
  • Broadcast advertising through radio and television commercials.
  • Outdoor advertising through billboards, posters, banners, and transit advertising (ads on buses, subways, or other public transportation).
  • Telemarketing
  • Word of mouth

A website is an essential marketing channel because it provides a platform where you can showcase your products or services, share company information, and establish your brand identity. In today’s digital age, having a website legitimizes your business. Studies show that over 60 percent of people look up a business online before visiting a physical store or purchasing products. Therefore, if you want to increase your business’ foot traffic or get discovered by new customers, a website can help you do so. Moreover, a website can also help increase sales by facilitating e-commerce (online selling).

Social Media

Social media platforms like Facebook, Instagram, X, and TikTok comprise a big part of many peoples" lives. So much so that 4.9 billion people are on social media platforms. This presents a huge opportunity to advertise your products or services. While each platform has unique strengths and caters to different demographics, most have marketing tools to help you manage content, engage with customers, and sell your products.

Influencer Marketing

This marketing channel involves using influential people such as celebrities, social media influencers, and industry experts to advertise your business. Your business partners with an influential person who then advertises your products or services on social media and other platforms, such as YouTube or blog posts, by reviewing or using sponsored posts. This marketing channel works especially well in the fashion, beauty, and lifestyle industries.

Search Engine Optimization (SEO)

SEO refers to all your activities to improve your website’s visibility on search engines. These activities include:

  • Identifying relevant keywords and phrases that potential users might type into search engines when looking for products, services, or information related to your website’s content.
  • Optimizing individual web pages using title tags, Meta descriptions, and headers to improve their search engine rankings.
  • Developing high-quality content that satisfies user search intent and addresses their queries.
  • Building a network of high-quality, authoritative backlinks from other websites to your site.
  • Organizing your website’s structure and navigation to make it easier for users and search engines to find and access your content.


Hosting events is another channel you can use to market your business. Events provide a unique and direct way to connect with your target audience. Depending on your business and its goals, events can take various forms, such as product launches, trade shows, conferences, webinars, and workshops. For instance, you can host product launches to introduce new products or services through demonstrations, presentations, and interactive elements.

Email Marketing

Despite the emergence of newer and edgier forms of communication, such as mobile messengers and chat apps, the number of email users worldwide—4.26 billion in 2022—indicates just how much this channel is relevant. You can use emails for promotions, announcing product discounts and launches, and attract new clients.

Benefits of Using Different Marketing Channels

Using marketing channels presents several benefits for your business. These include:

  • Time Efficiency: Marketing channels save you a lot of time. You don’t have to do the hard work of distributing your products or services yourself. All you have to do is get the word out about your business and let the consumers come to you.
  • Targeted Marketing: Different marketing channels let you reach and engage with specific audiences based on different factors such as age, interests, and behaviors. With this, your marketing efforts are more enhanced and effective, with a better return on investment (ROI).
  • Data and Analytics: Marketing channels allow you to measure their effectiveness. You can measure metrics such as reach, cost per lead, click-through rates, web traffic, and website traffic. These metrics are essential for helping you make data-driven decisions and choosing the best channel to use.
  • Cost Efficiency: Time is money. So, when you save time with marketing channels, you’re essentially saving valuable marketing and overall business time. Moreover, some channels, such as websites, social media, and email marketing, require a small investment with a higher ROI.

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How to Choose the Best Marketing Channels for Your Business

Marketing channels, while effective, require that you choose carefully which to implement for your business. It’s not just a matter of using all available channels or choosing one randomly and hoping it works. There are several things you must do first, including:

  • Understand Your Audience: The first thing you should do before choosing a channel is to know who your target market is. It’s about realizing that the marketing strategy isn’t about you but about your audience. It’s, therefore, essential that you find out everything about them. How old are they? What do they like? Where do they spend most of their online time? For instance, younger audiences spend a lot of time on social media, so if these are your target audience, you can leverage these platforms for marketing your products.
  • Set Clear Marketing Goals: What do you want to achieve with your marketing efforts? Is it brand visibility, lead generation, sales growth, etc.? When you have a clear goal, it becomes easier to choose a channel that helps you achieve it.
  • Analyze Your Resources: Some channels demand more investment than others. Therefore, you must evaluate how much time, money, and personnel you have. For example, if you have limited resources, you can choose channels that require smaller investments, such as social media and email marketing.
  • Competitor Analysis: While businesses are unique, and what may work for your business might not work for another, looking at what your competitors are doing is important to give you a head start in choosing a channel. This can give you valuable insights into what works best, where your target audience is, and where opportunities are.
  • Trial and Testing: Don’t be afraid to test the waters first before fully committing. Instead of channeling all your resources and effort into one channel, it’s best to try out a few first. Then, analyze the results of each based on your marketing goals and choose the best.

The right marketing channel is essential for hitting your goals and getting the highest ROI. One essential way to market your business is through content creation. Scripted’s SmartMatch can connect you with experts who can deliver high-quality, engaging content that showcases your brand’s expertise. And if you need to scale, our AI technology gives you lightning-fast turnaround times, while our human writers give the content human touch.

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