HOW TO CHOOSE THE RIGHT MARKETING CHANNELS

As a business owner, moving your products throughout multiple marketing channels to reach the end consumer can be challenging.
 
If you choose the wrong channel, it can be costly to your business and detrimental to your brand equity. So how do you choose the right channel?

What are marketing channels?

Marketing channels are the “places” in a business owner’s marketing mix that bridge the gap between the producer of the product, buyer, and the end user.
 
Your marketing channels should make the purchasing of your products as smooth and easy as possible for the end user. 
 
An example of a marketing channel would be a shoe manufacturer who distributes its shoes to several popular retailers so that consumers can easily discover, consider, and purchase products.

Why does the right marketing channel matter?

Choosing the right marketing channel is important for many different reasons. You want to ensure you have a professional partner who will represent your product and brand in the way you intend.
 
You wouldn’t want a channel partner who is unreliable, unprofessional, or overpriced.
 
You also want to ensure your marketing channel matches your brand. You wouldn’t want your high-end product like luxury jewelry to be found in a discount retailer — it would harm your brand and likely not earn you much sales.

How to choose the right marketing channel

Many considerations need to be made when choosing a marketing channel. It’s always recommended to conduct consumer research on your target market and choose a channel that meets their needs. For instance, if your product is very hands-on, selling at a large retailer may make sense.
 
As mentioned before, you must choose a channel that maintains your brand equity. More channels does not always mean more sales, especially if the channels are not aligned with your brand.
 
The last two considerations are costs of the channel and the localization of the channel. If your company enters a new market, familiarize with popular channels of the area.

Conclusion

Choosing your marketing channels is a big decision. Be sure to consider all the above. If you’re already in a partnership, reevaluate if the partnership meets the aforementioned criteria. There’s never a bad time to make your business more efficient.

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