{"id":78393,"date":"2022-09-06T11:04:00","date_gmt":"2022-09-06T15:04:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=78393"},"modified":"2022-09-14T09:21:11","modified_gmt":"2022-09-14T13:21:11","slug":"types-of-marketing-channels","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/types-of-marketing-channels\/","title":{"rendered":"The 5 Types of Marketing Channels & How to Choose One"},"content":{"rendered":"\n

What are the five types of marketing channels? How should you choose one for your products or services?<\/p>\n\n\n\n

Choosing the right marketing channel is important for the success of your advertising campaign. Marketing guru Jay Conrad Levinson says you can save time, money, and frustration by using his method to choose the best channel for marketing your business.<\/p>\n\n\n\n

Read on to learn the five types of marketing channels and how to choose the right one, according to Levinson.<\/p>\n\n\n\n\n\n\n\n

Types of Marketing Channels<\/h2>\n\n\n\n

According to Osterwalder and Pigneur (Business Model Generation<\/em><\/a>), all business ideas fit into one of five types of marketing channels<\/a>\u2014each requiring a specific marketing approach to reach customers.<\/p>\n\n\n\n

Let’s explore the five types of marketing channels they identified:<\/p>\n\n\n\n

Mass Market:<\/strong> You\u2019re selling to one large customer base with similar needs\u2014you need to appeal to and engage as many people as possible. For example, Colgate benefits from advertising in the mainstream media because toothpaste is an essential, widely used personal care product that everyone needs.<\/p>\n\n\n\n

Niche Market:<\/strong> You\u2019re selling to a small customer base with unique requirements\u2014you need to target these specialized needs. For example, Lush targets customers who care about vegetarian products and eco-friendly practices, so its social media strategy focuses on engaging \u201cgreen\u201d customers.<\/p>\n\n\n\n

Subdivided Market:<\/strong> You offer slightly different products and services, so you need to employ different types of marketing channels to reach different customers. For example, a real estate broker\u2019s customers each have different budgets. The broker may spend more time and resources attracting and developing relationships with wealthy clients looking to buy and delegate management of lower-income renters to employees.<\/p>\n\n\n\n

Diversified Market:<\/strong> You offer distinctly different products and services to unrelated<\/em> customer groups<\/a>, so you have to employ separate customer-targeting strategies. For example, Johnson & Johnson provides healthcare products to customers as well as medical devices and equipment for hospitals\u2014they need to reach both groups separately.<\/p>\n\n\n\n

Multi-Sided Market:<\/strong> You serve interdependent<\/em> customer groups so your approach needs to appeal equally to both parties. For example, online marketplaces need to appeal to and accommodate both buyers and sellers to operate efficiently\u2014they can\u2019t serve one group without the other group\u2019s active participation. They need to reach and appeal to two different groups with one marketing message<\/a>.<\/p>\n\n\n\n

If you already have a product or service that you intend to sell, consider which of these five types of marketing channels your offer falls into and how you can align your strategy to reach as many people as possible. Or, if you\u2019re looking for a business idea, choose a market based on which strategy most appeals to you. Then, focus your research on products and services that fall into your chosen market.<\/p>\n\n\n\n

Choosing Your Channel<\/h3>\n\n\n\n

Large businesses commonly rely on different types of marketing channels that require a big financial investment, such as television and radio commercials, newspaper and magazine advertisements, direct mail, and billboards, to reach as many potential customers as possible. Levinson argues that, while this approach does allow businesses to reach a large audience, their approach is untargeted<\/em>\u2014meaning that they attempt to appeal to customers<\/a> who have no interest in purchasing what they\u2019re offering<\/strong>. And since marketing to uninterested customers doesn\u2019t generate sales, this approach is ineffective and often results in financial loss. <\/p>\n\n\n\n

(Shortform note: Psychologists offer a contrasting opinion: Advertising to uninterested people can<\/em> generate sales. This is due to the mere exposure effect<\/a><\/em>\u2014the premise that the more often you\u2019re exposed to something, the more you like it. Research suggests that regular exposure makes a product easier to interpret and reduces the uncertainty you feel about it\u2014thus increasing your confidence in it. And your increased confidence influences you to purchase this item<\/a>. However, the mere exposure effect<\/a> doesn\u2019t work for things you initially dislike\u2014it tends to only work if your initial reaction to something is neutral or positive. For example, if you dislike Cheerios, regular exposure is unlikely to convert you into a paying customer.)<\/p>\n\n\n\n

Levinson argues that, instead of trying to emulate this mass-market approach, you should focus only on the media that your target market engages with the most.<\/strong> Use the research material you gathered during your target market research<\/a> to help you choose from the different types of marketing channels. <\/p>\n\n\n\n

For example, you defined the target market for your ergonomic desk chairs as a group of customers that work from home, suffer from back pain, and shop online. Your target market research revealed two things: First, your target market visits a specific group of chatrooms to find solutions to relieve their back pain. Second, your target market relies on a specific group of online stores to make purchases. <\/p>\n\n\n\n

Therefore, you focus your marketing efforts on these chatrooms and online stores to reach your target market.   <\/p>\n","protected":false},"excerpt":{"rendered":"

What are the five types of marketing channels? How should you choose one for your products or services? Choosing the right marketing channel is important for the success of your advertising campaign. Marketing guru Jay Conrad Levinson says you can save time, money, and frustration by using his method to choose the best channel for marketing your business. Read on to learn the five types of marketing channels and how to choose the right one, according to Levinson.<\/p>\n","protected":false},"author":19,"featured_media":78534,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,104],"tags":[740],"class_list":["post-78393","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-marketing","tag-guerrilla-marketing","","tg-column-two"],"yoast_head":"\nThe 5 Types of Marketing Channels & How to Choose One - Shortform Books<\/title>\n<meta name=\"description\" content=\"What are the types of marketing channels? 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