Blog Archives

The Business Case for Marketing Orchestration

New research by Marketing Orchestration Platform provider Kitewheel (formerly Provenir) has found a major disconnect between customer and marketer attitudes and capabilities. For me the following statistics highlight a problem that Marketing Orchestration Platforms are in a unique position to solve. Read more ›

Posted in All Channels

Email as a channel: In need of further investment and attention

Email is a powerhouse channel. It is direct, conversational, mobile friendly, personalised, low cost and completely scalable. Despite its great potential I am regularly seeing underinvestment in a channel that can deliver huge returns.

Read more ›

Posted in All Channels

Take the Integrated Customer Experience Quiz

Several months ago I launched a paper with CACI titled the 7 Habits of Companies that Deliver Highly Integrated Experiences. A mouthful I know but the research was good. I used research from Econsultancy to find the winning attributes of firms that were delivering a highly integrated customer experience. Take this short quiz to find out if your company has the right characteristics to deliver a winning integrated customer experience:

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Posted in All Channels

10 marketing channels that you can’t ignore

There are 129 marketing channels available to today’s marketers. They range from traditional mass-media channels through to direct, personalisable digital channels. I’ve scored each channel based on it’s utility and relative cost to provide this short list of the top ten channels that marketers need to consider. Read more ›

Posted in All Channels

Every Marketing Channel

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Plan your multichannel strategy
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35 channel attributes

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

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Posted in All Channels

Web/Internet Channels

All Channels > Web/Internet Channels
Number of Channels: 4
Average SCI Score: 7/10
Average Channel Versatility: 67%
Typically delivered through a web browser these channels are multifunctional allowing the customer to be served, buy goods or review information

Full list of telephone based channels

Channel Group Direct Response Personalisable Inbound Above the Line Sealey Channel Index
Amazon/Ebay Store Web 4
Microsites Web Yes Yes 9
Webinar Web Yes Yes 6
Website Via Desktop Web Yes Yes 8
Posted in All Channels

TV Channels

All Channels > TV Channels
Number of Channels: 5
Average SCI Score: 5/10
Average Channel Versatility: 45%
These channels are delivered to consumers through their TV, Smart TV, games console or digital TV services.

Full list of telephone based channels

Channel Group Direct Response Personalisable Inbound Above the Line Sealey Channel Index
Film/TV Product Placement TV Yes 4
Program Sponsorship TV Yes 4
Smart TV/Xbox/Console App TV Yes Yes 6
TV Advert TV Yes Yes 4
TV Channel TV Yes 2
Posted in All Channels

Telephone Channels

All Channels > Telephone Channels
Number of Channels: 5
Average SCI Score: 5/10
Average Channel Versatility: 40%
Telephone based channels allow your business to call prospects or customers directly and engage them in conversation. Similarly telephone based channels provide your customer with a direct means of dealing with your organisation.

Full list of telephone based channels

Channel Group Direct Response Personalisable Inbound Above the Line Sealey Channel Index
Call Centre Telephone Yes Yes 5
Fax Telephone Yes Yes 6
Hold Music Telephone 4
Telephone Automation (Ivr) Telephone Yes Yes 6
Telesales/Marketing Telephone Yes Yes 6
Posted in All Channels

Store Channels

All Channels > Store Channels
Number of Channels: 14
Average SCI Score: 6/10
Average Channel Versatility: 67%
A store represents the physical presence of your brand. This may be a bricks and mortar shop on the high street, a concession in a large department store or pop-up store in a town centre.

For B2B brands the head office can be considered your store as it’s features and facilities make it an extension of your brand.

Full list of store based channels

Channel Group Direct Response Personalisable Inbound Above the Line Sealey Channel Index
Concession In Larger Store Stores Yes Yes 6
Digital Banners And Signage Stores Yes 6
Geofencing Stores Yes Yes 4
iBeacon Stores Yes Yes 4
Kiosks Stores Yes Yes 5
Loyalty Card Stores Yes 5
NFC (Near Field Communications) Stores Yes 5
Office/HQ Stores Yes 6
Pop Up Stores Stores Yes Yes Yes 7
POS Displays Stores Yes Yes 5
QR Codes Stores Yes 5
RFID Tags Stores Yes Yes 4
Signage Stores Yes Yes 5
Smells Stores 4
Stores Stores Yes Yes 7
Street Vendor Stores Yes 6
Posted in All Channels

Social Channels

All Channels > Social Channels
Number of Channels: 10
Average SCI Score: 7/10
Average Channel Versatility: 1.5/4
Social networking connects people with groups of other people. This can also occur at brand level.

Typically social media channels connect real individuals with the things that they are passionate about. The network may be based on real world friendship, hobbies or professional interests. Similarly social networks is increasingly used by celebrities to engage with their fans.

Used well social networking can allow brands to create a viral impact where the initial content is shared by your network and then subsequently by the network of your network.

Full list of social channels

Channel Group Direct Response Personalisable Inbound Above the Line Sealey Channel Index
Blog/Microblog Social Yes Yes 7
Facebook Page Social Yes 7
Forums Social Yes 6
Influencer Outreach Social Yes 5
Linkedin Company Profile Social Yes 7
Linkedin Group Social Yes Yes 7
‘Member Get Member’/Recommend A Friend Social Yes 8
Peer To Peer Support Social Yes 5
Twitter Account Social Yes 7
Youtube Channel Social Yes 6
Posted in All Channels
Download the all marketing channels list
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