In a world dominated by digital and physical touchpoints, the understanding and orchestration of Channels form a crucial part of any marketing strategy. This comprehensive guide explores Channels in marketing as a sub-dimension of the Marketing Canvas by Laurent Bouty. It delves into the roles channels play in customer interactions, highlights key considerations such as interaction, information, and context, and provides practical tips on choosing the right tools.
The guide further translates these insights into action steps and underscores the significance of continuous evaluation and improvement for optimal channel performance. A detailed look into a use case example of 'Green Clean' elucidates these concepts with real-world relevance. Finally, the guide helps you assess your own marketing strategies with detailed explanations for varying scores in the evaluation process and proposes recommendations for enhancement. This guide serves as an invaluable resource for marketers, entrepreneurs, and non-marketers alike to navigate the complex terrain of channels in marketing.
