Blog Archives

Search Channels

All Channels > Partner Channels
Number of Channels: 4
Average SCI Score: 4/10
Average Channel Versatility: 1/11
Search marketing channels allow customers to find your business, products or services through the searches they perform on Google, Yahoo or Bing. Typically these searches are based upon a string of words that the search engine interprets.

Search is becoming increasingly complex taking into account factors such as mobile searches, location and even broader contextual information.

Businesses can be found either through natural search listings (what the search engine determines is the most appropriate answer) or paid search marketing (where the business pays for greater exposure).

Full list of search channels

Channel Group Direct Response Personalisable Inbound Above the Line Sealey Channel Index
Local Search Marketing Search marketing 4
Mobile Search Search marketing 5
Pay Per Click Search marketing Yes 3
Search Engine Optimisation Search marketing Yes 4
Posted in All Channels

Partner Channels

All Channels > Partner Channels
Number of Channels: 5
Average SCI Score: 5/10
Average Channel Versatility: 55%
Partners form a commercial arrangement with your business to support or create sales. The agreement is often based on a commission being paid for sales or certain achievements.

Partnering allows a business to mitigate risk by a) sharing the cost and b) paying out only upon results.

Full list of partner channels

Channel Group Direct Response Personalisable Inbound Above the Line Sealey Channel Index
Accreditation Partners 3
Affiliates Partners 3
App Store Partners Yes 2
Partner Sales Partners Yes 6
Partnering Partners 1
Posted in All Channels

Mobile Channels

All Channels > Mobile Channels
Number of Channels: 7
Average SCI Score: 7/10
Average Channel Versatility: 72%
Mobile places computing power and communications technology into the hands of the consumer no matter where they go. Mobile phones, smartphones, mini-tablets and tablets all make up the broad range of commonly used communications devices.

Wearable technology is a new addition to the mobile channel set. Google Glass and the SmartWatch are the current leading devices although more wearable technology is expected.

Marketing to mobile devices happens in a variety of ways. Consumers can use the devices to pull information from your business or engage with the company via an app. Push messages and SMS can be broadcast to groups of customers based on certain rules or triggers.

Full list of mobile channels

Channel Group Direct Response Personalisable Inbound Above the Line Sealey Channel Index
Mobile App Mobile Yes Yes 7
Push Notifications Mobile Yes Yes 6
SMS Mobile Yes Yes 8
Tablet App Mobile Yes Yes 6
Wearable Technology Mobile Yes 6
Website Via Tablet/Mobile Mobile Yes Yes 8
Wifi Mobile Yes 5
Posted in All Channels

PR Channels

All Channels > PR Channels
Number of Channels: 2
Average SCI Score: 6/10
Average Channel Versatility: 25%
Public relations (PR) is the means of gaining public attention through the press for your business, product or people.

Typically human stories with strong emotion work well in press. Alternatively major PR stunts can help your brand raise awareness.

Full list of PR channels

Channel Group Direct Response Personalisable Inbound Above the Line Sealey Channel Index
PR Stunts PR Yes 5
Press Releases PR Yes 6
Posted in All Channels

Print Channels

All Channels > Print Channels
Number of Channels: 5
Average SCI Score: 5/10
Average Channel Versatility: 30%
Printed materials allow you to place brochures, flyers, stationery and other items directly into your client’s hands. This may include memory sticks or other promotional goods items.

Full list of print channels

Channel Group Direct Response Personalisable Inbound Above the Line Sealey Channel Index
Beermats Print Yes 5
Business Card Print 1
Catalogue Print Yes Yes 7
Coporate Stationery Print 1
Promotional Items Print Yes Yes Yes 5
Posted in All Channels

Event based channels

All Channels > Event Channels
Number of Channels: 4
Average SCI Score: 5/10
Average Channel Versatility: 38%
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Marketing through events is a powerful way to engage with interested audiences. These events include major trade shows or more specific niche audience events (breakfast briefings). Trade shows will typically require budget to pay for sponsorship, a stand and even a speaking slot at the event.

For companies with less budget there are alternatives to hosting/sponsoring events. Brand hijacks include taking over a competitor’s event with your own brand. A subtler option is to send staff to industry events with specific aims to network, build partnerships and return with leads.

Photo of a trade show

Marketing Week Live Trade Show

Full list of event channels

Channel Group Direct Response Personalisable Inbound Above the Line Sealey Channel Index
Brand Hijacks Event Yes 4
Events (Attend) Event Yes 6
Events (Host) Event Yes 7
Prizes/Exhibitions Event Yes 4
Posted in All Channels

Top five channels that must be in your multichannel strategy

Having 126 channels to choose from gives marketers a real challenge when it comes to selecting which channels to select. Each channel has unique attributes that will determine its value to the customer and therefore your business. Based on my analysis of these 126 channels there are five channels that must be considered.
Read more ›

Posted in All Channels, Strategy

Email Marketing Channels

All Channels > Email Channels
Number of Channels: 5
Average SCI Score: 8/10
Average Channel Versatility: 55%
Email messages are delivered directly to specific customers or prospects. The message can relate to service based messaging, transactional receipts or promotional messages.

Email marketing is a versatile, low cost channel that enables marketers to engage in direct, personalised engagement with a prospect or customer.

Not only is email ubiquitous with customers, its direct and digital attributes allow it to be measured with accuracy.

Given the great power of email marketing, it is incredible that so many brands are getting it wrong.

Full list of Email channels

Channel Group Direct Response Personalisable Inbound Above the Line Sealey Channel Index
Email Email Yes Yes Yes 10
Email Signatures Email Yes 7
Marketing Email Email Yes Yes 7
Newsletter Email Yes Yes Yes 7
Transactional Email Email Yes Yes 7
Posted in All Channels

Direct Channels

All Channels > Direct Channels
Number of Channels: 9
Average SCI Score: 6/10
Average Channel Versatility: 47%
Direct channels place the customer/prospect in a conversation with the marketing systems. They allow for conversational marketing which should be based upon a relationship and personalised communications.

Full list of direct channels

Channel Group Direct Response Personalisable Inbound Above the Line Sealey Channel Index
Account Team Direct Yes Yes 7
Facebook Messages Direct Yes Yes 7
Field Sales Agents Direct Yes Yes 6
Linkedin Inmail Direct Yes Yes 4
Postal/White Mail Direct Yes Yes 6
Relationship Marketing Direct Yes Yes Yes 7
Surveys Direct Yes Yes Yes 9
Video Chat Direct Yes Yes 7
Webchat Direct Yes Yes 5
Posted in All Channels

Content Marketing Channels

All Channels > Content Marketing Channels
Number of Channels: 11
Average SCI Score: 6/10
Average Channel Versatility: 27%
Content marketing involves the publishing of information in multiple media formats to inform, educate, entertain or engage an audience. This can include brochures, videos and infographics.

Full list of content marketing channels

Channel Group Direct Response Personalisable Inbound Above the Line Sealey Channel Index
Book/Ebook Content Yes Yes Yes 7
Brandzine Content 7
Brochure Content Yes 4
Case Study Content 2
Content Marketing Content Yes Yes Yes 8
Images & Infographics Content Yes Yes 6
Podcast Content Yes Yes 6
Presentations Content Yes Yes 8
Report Sponsorship Content Yes Yes 5
Research Paper Content Yes Yes Yes 6
Videos Content Yes Yes Yes 5
Posted in All Channels
Download the all marketing channels list
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