1-5 : Where-Marketing Channels

Get To Know The Marketing Channels
Learn How The marketing Affects The Marketing In It.
Identify The Best Channels For The Different Stages Of CDJ.

Marketing Communication Old Way

• Television
• Radio
• Billboards
• Prints

Marketing Communication New Way

• Website
• Social Media
• Email
• Search
• Messaging

Marketing Channels

One To One / Direct

Speak directly to your customer
e.g. email, text message

Broadcast / Brand

Expose ads to larger audiences who ‘pass by’
e.g. display ads on website

Search

Reach customers when they have shown interest
e.g. search advertising

Social

Create conversations around your product
e.g. Facebook, Instagram advertising

Type Of Content/Media

Paid-You Pay To Show Your Content

Owned-Content You Author And Host

Earned-Content Others Write About You(Free)

So by now, you have a marketing framework in mind and you have a better understanding of your business and your customer.In this lesson, you'll get to know marketing channels.You'll learn how the channel affects the marketing in that channel andhow to identify the best channels for different stages of the customer journey.Now that you understand your business,who your customer is, and when you wantto reach them, it's time to figure outwhere in the cyber world to reach them.Marketers used to concentrate theirefforts on only a handful of places, TV,radio, print, and billboards.That was where they couldreach their customers.Marketing communicationalso used to be one-way.Thanks to technology,there are now thousands ofplaces to find your customers.Thousands of ways to put yourmessage in front of users.There are websites,social media networks, email,search, messaging and more on laptops,cellphones, virtual assistance, andwho knows what else in the future.And thanks to technology,customers can now also talk back.There are so many channel options,it can make your head spin.The good news is you can target exactlythe right customer for your product orservice in a way that justwasn't possible before.And now, that marketing is two-way,you can establish real andvaluable relationshipswith your customers.Where you reach customers in digitalmarketing is referred to as channels.Channels, in general, can be looselycategorized into four types, broadcast,:, search, andsocial, others categorized them asbrand, direct, search, and social.As you'll learn again andagain in digital marketing,digital marketers come up withdifferent ways to say the same thing.Remember, these are not hard andfast rules,but a way to organize your thinking.Broadcast channels are placesonline where people pass by,they're like the billboardsof the digital world.You likely didn't go to the website tosee an ad, but when you are there the adgives a marketer an opportunityto get in front of you.An example of advertising in a broadcastchannel, is a display ad on ESPN.com,or a listicle on BuzzFeed.: Channels are more direct andintimate,an email ends up in your specific inboxor a text message arrives on your phone.It's an opportunity for a marketer tospeak directly to you and no one else.Examples of : Channels are email,where advertisers can get theirmessage in front of users throughservices like MailChimp, ormessaging applications likeFacebook's Messenger for instance.Search Channels are used by peoplewho have an idea of what they want.After all,they have to have the words to search.Marketers use those words, calledkeywords, to show up in these channels.Examples of search channelsare Google Search,Yahoo Search, Bing, butalso iTunes Search for instance, orthe search function ontravel sites like Expedia.Social Channels are the wordof mouth of the Internet.Social Channels are our friends oraffinity groups gathered andshare information.Marketers use social channels to getthe conversation started about theirproduct or services.Examples of social channels areFacebook, Twitter, LinkedIn, YouTube,and Pinterest.Remember, these are just high-levelways to categorize channels.There are a number of channels,like Facebook, that are actually severaldifferent types of channels in one.Facebook has Messenger for messages,a one-to-one way to reach customers.But Facebook also has Ads,a broadcast way to reach a customer,and Member Posts,a social way to reach a customer.Again, channels are whereyou reach your audience.You can show up whereyour customers might be,but how will you actually reach them?If you had something to sell, youwouldn't just stand on the corner andsay nothing.You have to let people knowwhat you have to offer andthat's where content comes in,also referred to as media.For marketers, to contentincludes the marketing message.It could be an add, an article aboutyour product, a video, a tweet, etc.There are a number of wayscontent is developed.But you will see marketers categorizecontent in three ways, paid,owned, and earned, also called POE.Paid media orcontent is really how you pay to placeon a website that you don't control.Owned media orcontent is content you author andtypically runs on your own website orproperties.Earned media orcontent is media that others writeabout you without you paying for it.The most effective type of marketingutilities all three types of content,let's turn to BambooHR.Here's a text ads they purchased,which is an example of paid content.This text ad appears on Googlewhen someone searches forspecific related keywords.BambooHR had to pay for that.And here is a blog BambooHR wrote andthat can be found on their website.This is an example of owned content.BambooHR created the content andthey put it on the platform they own,their blog.And here's a post in Twitter by a personnot associated with the companywho's promoting BambooHR.This is an example of earned media.Bamboo HR did not pay this personto say something about them,rather this person organicallydecided to spread this message.Now that you understand where you canreach your customer, The channels anda little bit of how to content.How do you pick which channel to use?Well, that depends on the customer andtheir journey.[BLANK_AUDIO]Your customers will walkthrough different channels ateach stage of their journey to action.You can reach customers inthe different stages of their journeywith different channels.In the awareness stage customers don'tknow what they want and they don't knowwho you are, so you have to findopportunities to get in front of them.This is where broadcastchannels come into play.A marketer can pay for a display ad ona website where the target customerhangs out, like ESPN orthe Huffington Post or BuzzFeed,to try and attract attention orentice a target customer with an offer.In the interest stage,customers are interested in a product orservice, but they need to learn moreabout it and learn that you offer it.This is where social channelsoften come into play.A marketer might post a blog on theirwebsite with detailed information aboutproduct orservice consumers are interested in andencourage visitors to share it intheir social media channels sothey can get the word out toall the potential customers.Or marketers may decide to get an addedpoint of view in your Twitter feedbased on data that suggests that youmay be interested in their offer.In the desire stage customerswant the product or service andare choosing which companiesthey should use to access it.This is where social andsearch channels come into play.A marketer might askan influential person on Twitterto talk about their company's product orservice.A marketer might also create a search adcampaign that shows up when customerssearch on the topicthey're interested in.In the action stage customersare ready to take action.They know what they want, wherethey want to buy it, and from whom.This is where searchchannels work very well.A marketer will run ads againstvery specific keyword searchesthat often include their brand name,that point customers directlywhere to take the action, likea product purchase page, for instance.In the post action stage,customers have already taken action.But this is where one-to-onechannels come into play.A marketer might send customersa transaction confirmation email ortext, an email with additionalinformation on the transaction, oreven an email with offers meantto bring the customer back.Again, these are not hard andfast rules.Different channels can apply toone stage in the customer journey.But this is a good way to think throughhow to choose which channels might makethe most sense for reaching yourcustomers as their attention forcertain channels will differ, dependingon where they are in their journey.It's also a reminder that not allchannels operate in the same way.Some are better forbuilding a brand, while othersare more direct marketing vehicles.These guidelines give you a sense ofhow different channels might be usedby marketers, but only testing out yourmarketing ideas will tell you for sure.You can organize your channelselection and type of mediaalongside your customer journey inExcel or another spreadsheet, like so.Be sure to save this, as it will come inhandy as we move forward in the course.You can find a link to thisin the classroom notes.You will learn about all these differentmarketing channels in a lot more detailas we move through this course.And as you get to know them,you will get a better senseof how to choose channels toalign with the customer journey.WEBVTTKind: captionsLanguage: en-USSo let's quickly recap this lesson.Marketing channels have exploded.Your marketing campaigns needa mix of paid, owned, andearned media to be effective.Your choice of marketing channeldepends on the customer andthe customer journey.So now you've conquered the what,the who, the when, the where.Now for the most important W, the why.