MARKETING CHANNEL TYPES - Amazon S3

[Pages:9]MARKETING CHANNEL TYPES

This is a comprehensive list of marketing channels as of the time of writing. Given the rapidly evolving world of marketing, there will always be new marketing channels or new ways to use existing channels or media. However, we hope that this list provides a solid starting point to your comprehensive channels research process.

ONLINE PRESENCE Corporate presence and its components Third-party hosted online content

Desktop software-based channels Shareable content Code-based linkage to sharable content

s Websites

s Blogs

s User community sites

s Organic discovery through search engine optimization

s Content sites

s RSS feeds

s Interactive demos or product previews

s Interactive assessments

s Virtual worlds

s Social media company profile pages

s Social media personal profile pages (for executives)

s Q&A sites

s Community sites

s Online directories/reviews

s Mass social news sites s Industry resource sites s Marketplace sites s Local search s Other online content channels s Video hosting sites

s Widgets and toolbars s Adware

s Shareable content

s QR codes s Radio frequency identification s Near field communication

PAID MASS COMMUNICATIONS

Online media placement

s Pay per click (search engine, social networks)

s Paid display ads s Popups (display ads) s In-text contextual s Google AdSense

s Online video ads s Paid listings s Paid directory listings s Paid premium listings s Paid mobile display ads s Paid microsites

Print media placement

s Print in periodicals

s Paid print ads

s Print inserts on boarding passes, tickets, hotel materials

s Accessories with printed logos (swag)

s Newspapers coupons

s Flyers

s Tissue-pack marketing

s Print on public transportation vehicles or in public places

TV/radio placement

s Paid TV/radio s Infomercials s Show sponsorships s TV/radio ad spots

s Reality TV s Sponsored documentary s Pre-roll ads at the movies s Telemarketing

Other mass media channels

s Outdoor advertising s Cab/bicycle branding s Human mascots s Sky banners s Blimps s Sky writing

s Taxicab backseat TV screens

s Gas station pump and counter screens

s Tractor trailer or truck advertisements

s Billboards

s Freestanding posters

s Vending machines

Product placement

s Product-themed or branded entertain- s Product placement in games,

ment: games, movies, music, apps

movies, music, apps

EVENTS In-person events

Online/virtual events

REFERRAL DIRECT MARKETING Internet-based

Printed

Telemarketing

Direct response TV

s Speaking engagements s Road shows s Pre or after parties for industry events s Free informational events s Exhibitions s Contests s Meetups

s Parades s Office hours s Local events: local exhibitions,

roadshows, traveling exhibitions s Business competitions s Publicity stunts s Offline sweepstakes

s Webinars s Virtual trade shows

s Virtual meetings (Google Hangouts, virtual conferences, webinars)

s Online contests

s Employee referrals s Customer referrals s Online referral links

s E-mail newsletters s E-mail circulars s E-mail catalogs s Press releases/breaking news

via e-mail s Event invitations via e-mail

s Physical mail s Yellow pages s Trade directories

s Coupons via e-mail s Web or mobile catalogs s Daily deals/deal aggregators s Discount/promotion e-mails s Online sweepstakes

s Catalogs s Brochures

s Telemarketing s Voicemail marketing s Broadcast faxing

s QVC s As seen on TV

Mobile

In-person Sampling/promotion

EDITORIAL MENTIONS

INFLUENCERS Word of mouth Endorsements Experts Content creators Networkers

s Bluetooth pushes s SMS s App-based offers/marketing

s Private sales/flash sales

s Free sampling at retail outlet s Free sampling at public venues s Free sampling (door to door)

s Mentions in trade publications s Expert endorsements or

mentions s Interviews and quotes

for publications

s Current and past prospects and customers

s Evangelists

s MMS s Mobile games s Mobile banner ads

s Membership clubs

s Location-aware offers s Coupons on couponing sites/

coupon aggregators

s Awards s Reviews s Research reports s Sponsored research reports

s Industry leaders s Celebrity endorsements

s Independent consultants, third-party vendors and services providers, channel partners

s Expert practitioners s Book authors

s Industry/financial analysts

s Reporters, editors, evaluators in the industry/ target customer segments

s Industry content generators: bloggers, reviewers

s PR content distribution sites

s Event organizers s Lobbyists

s Industry association leaders

USER GROUPS

CORPORATE SPONSORSHIPS Sports

Other

CAUSE MARKETING Social cause PARTNER MARKETING

ECOSYSTEM DEVELOPMENT Developer marketing

Evangelist marketing

EXPERIENTIAL MARKETING

s Customer communities s Product user groups s Industry user groups

s Associations

s Discount/coupons for user groups

s Sporting event sponsorships s Sports team sponsorships s Sports venue sponsorships

s Naming rights s Charity events sponsorship

s Scholarships/educational institutions

s One-for-one s Cause adoption

s Cause participation

s Accreditation for well-recognized causes

s Co-marketing s Affiliate marketing s Partner endorsement s Partnership level certification/signage

s Joint promotions/cross-vendor product promotions

s Partner listing/links within application

s Partner data syndication

s Public data exposure via APIs s Mashup/app development promotion

s Third-party developer promotion/subsidies

s Online application exchange

s Certification program s Experiential marketing

s Evangelist program s Live-in marketing

TYPICAL MARKETING CHANNEL PRIORITIZATION METRICS

Below is a list of some common marketing channel prioritization metrics classified by category:

METRIC

FACTOR TYPE

DESCRIPTION

SOURCE

Attendance Demographics

Content relevance

A breakdown of the attendance by function and/or industry.

Marketing Channel Webpage

Geographic Focus

Content relevance

Targeted geographic audience for a blog, influencer, etc.

Marketing Channel Webpage or Social Media Accounts

Location

Content relevance

Location of event, user group or Meetup.

Marketing Channel Webpage, Media Kit, Event Prospectus

Member Demographics

Content relevance

A breakdown of the membership of an association, user group or Meetup by function and/or industry.

Marketing Channel Webpage

Speaker Demographics

Content relevance

A breakdown of the event speakers by function and/or industry.

Marketing Channel Webpage, Media Kit, Event Prospectus

Sponsor Demographics

Content relevance

Measure of the number of competitors that are sponsoring an event, Meetup, website, or other marketing channel.

Marketing Channel Webpage

Ad Creation and Placement Cost

Cost

Measure of the cost to create an advertisement and place it in a marketing channel. This could be both hard-copy ads or pay-per-click, banner-type online ads.

Media Kit, Google AdWords.

Exhibit Cost

Cost

Measure of the cost to exhibit at a conference.

Marketing Channel Webpage, Media Kit, Event Prospectus

Membership Cost

Cost

Measure of the cost to join an association or user group.

Marketing Channel Webpage, Media Kit, Event Prospectus

Speech

Preparation

Cost

Costs

Measure of the cost to garner a speaking position at a conference and time cost of preparing materials and content for a presentation.

Marketing Channel Webpage, Media Kit, Event Prospectus

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METRIC

Sponsorship Cost

FACTOR TYPE

Cost/ Effectiveness

DESCRIPTION

Measure of the cost to sponsor an event, Meetup, user group, association, certification program, or philanthropy event.

SOURCE

Marketing Channel Webpage, Media Kit, Event Prospectus

Average Number of Comments/Blog Posts

Effectiveness

The level of engagement that a blogger has with his/her audience. This is a good measure of how difficult it may be to interact with a blogger.

Blog

Number of Blog

Measure of blog activity and the number of opportunities

Posts During

Effectiveness that you may have to interact with a blogger via his/her

Blog

Last Month

blog.

Last Blog Post Date

Effectiveness Latest blog entry date.

Blog

Cost Per a Converted Lead

Effectiveness

The marketing cost per a converted lead. Time should be added in as a marketing cost. This data will only be available for marketing channels that you have previously experimented with.

Based on Experience in Market Segment

Cost Per Lead

Effectiveness

The marketing cost per a lead. Time should be added in as a marketing cost. This data will only be available for marketing channels that you have previously experimented with.

Based on Experience in Market Segment

Human Resource Time Per a Mention

Effectiveness

Measure of the interaction time required to generate a mention. This metric can be used with overall mentions or via a single channel.

Based on Experience in Market Segment

Inbound Links

Effectiveness

The number of unique websites that backlink to a given website. This is a measure of credibility.



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METRIC Last Tweet Date Number of Tweets During Last Month Tweets Per Follower

Alexa Ranking

Number of Twitter Lists

Twitter Followers

Compete Ranking

Google Page Rank

True Reach

Members

FACTOR TYPE Effectiveness Effectiveness Effectiveness Reach Reach

Reach

Reach Reach

Reach Reach

DESCRIPTION

Latest tweet date.

Measure of Twitter activity and the number of opportunities that you may have to interact with a Tweeter via twitter.

The quality of each tweet and a sense of the value of a tweet mention.

A measure of domain traffic. Lower rankings indicate higher traffic levels.

Measure of the number of engaged followers who track your actions on Twitter.

A measure of the number of people who subscribe to a Twitter feed. This is the maximum viewers that could be exposed to a shared message before being retweeted. However, it is important to note that only a small fraction of viewers see each tweet and an even smaller fraction actually pay attention to each tweet.

A traffic ranking that accounts for sub-domain rankings.

Google's indexed page rank for a given website. This metric is based on a 10-point scale, where 10 is the top ranking and 0 is the lowest ranking. This metric measures website traffic.

The number of people actually acting on the content that you provide to them via social media sharing. This metric filters out spam and "bots" that are not real people.

A measure of the number of companies/individuals that are involved in an association or Meetup.

SOURCE



check_page_ rank.php Marketing Channel Webpage

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