Smart companies are using the All Channel Excel file
How to use the marketing channels file
Use the full list of channels to find new opportunities to reach and serve customers. Also the spreadsheet can help you determine whether you’re getting the most out of the channels you currently use.
To get started, open the file in Excel and then begin using the filters to find channels that you use. Compare the channel attributes to how you’re using the channel. For example are you personalising your email marketing? If not, perhaps it’s time to start.
To find new channel ideas, filter by the channel function that you’re looking for, and then sort the sheet based on the Channel Index to discover valuable channels that you should be using.
The basis of Omnichannel – Every channel
Omnichannel strategy relies on a business being available in every channel and then providing the same experience in each channel.
With the All Channel list you can ensure that every channel that is required to reach, convert and engage customers is covered.
Channel attributes and ranking
35 different attributes have been recorded against each channel to provide you with an easy means to find the right channel for your needs. These attributes are:
- Group, the primary group that the channel belongs to
- Definition, link to Wikipedia or another source that defines the channel
- Direct Response, whether the channel can be used for direct marketing
- Personalisable, whether the channel can be personalised to individual customers or not
- Inbound, is the channel an inbound marketing channel
- Above the Line, can the channel be described as serving mass media
- Scales, does the channel easily scale from 1,000s to 100,000s
- Brand Awareness, whether the channel can be used for brand awareness activities
- Brand Reinforcement, whether the channel can be used to reinforce brand messages
- Brand Score, of the two brand attributes – how highly does the channel score (out of two)
- Customer Acquisition, whether the channel supports customer acquisition
- Customer Conversion, whether the channel supports conversion events
- Customer Engagement, whether the channel can be used to engage with and improve engagement with customers
- Customer Retention, whether the channel can be used to retain customers
- Customer Score, score out of four based on the number of customer activities the channel supports
- Function Marketing, can the channel be used for marketing activities
- Function Service, can the channel be used to support customers
- Function Transactional, can the channel be used for conducting transactions
- Function Delivery, can goods (digital or physical) be delivered through the channel
- Function Score, score out of four based on the number of practical functions the channel can provide
- Channel Digital, can the channel be delivered digitally
- Channel Email, is the channel reliant on email
- Channel Outdoors, is the channel typically placed outdoors or can it be
- Channel Person, does the channel require a human (i.e. it is not automated)
- Channel Physical, is the channel tangible
- Channel PR, does the channel rely upon public relations
- Channel Print, can this channel be printed onto physical materials
- Channel Phone/Mobile, are (mobile) phones required for the channel
- Channel Social, does the channel connect with social networks
- Channel Store, is the channel delivered through physical retail outlets
- Channel TV/Radio, for channels that are delivered via TV or radio
- Channel Score, total score for all of the channels
- Cost, relative cost marked out of 5
- Total Score, total score across channel, functionality, customer and branding
- Sealey Channel Index, unique score based on the channels flexibility, value and personalisation to the customer
What do I get
Excel file containing the All Channel list (in XLSX and XLS formats)
Set of visuals that can be used in your strategy presentations
If for any reason you’ve purchased the file and didn’t like it, Storm81 will provide a full refund.