Every Marketing Channel

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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

FAQs

Can I use the download in my paid for work?

Yes. The download entitles you to use the Excel sheet as you please in a single project. Of course I can’t enforce this but please try and be honest in your use of my work.

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It’s not necessary to do this providing that you paid for the file. I won’t mind if you do attribute me in your final work but there’s no imperative to do so.

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I need some help downloading the file...

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All Marketing Channels