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Marketing is nothing more than the art of being in the right place at the right time. Marketing is the art of being in front of the user at the moment when he is thinking about the product you are buying. So you just need to be present, and present it at the right time. And, what is marketing channel? Let us find out in the article below.
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The amateur view of marketing is flooding the media space with a bunch of commercials to get as many people as possible to see the message. But not all products are suitable for this kind of marketing because a marketing campaign would be too expensive compared to invested.
First, B2B companies cannot successfully advertise through mass media, and this form of marketing is also not suitable for precise products that exist in a small niche.
Bombardment of advertisements has no effect, because marketing has no effect if you have presented the advertisement to a customer who is not thinking about your product at that point. It is very difficult to persuade the buyer, and we are already talking about a completely different aspect of the sale. We will hold on to the customer who is motivated to buy a particular product, has a problem that the product needs to solve, and it is up to you to be in front of his eyes at that point with an offer that cannot be rejected.
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In fact, it’s very easy to find a marketing channel that will lead you to the ultimate consumer. Think the other way around. Where will your user look for the product? Will they search online? In the store? In the ad? Will he passively wait to see a good commercial on TV?
There are many concrete ways to then achieve this communication with the user, but the principle is always the same – the advertiser should be displayed to the user where he expects to see it. Let’s not forget that the user has a problem that he wants to solve by purchasing a product, in which case your advertised helps him. If you’re just showing it for no reason, then that commercial is a nuisance.
To understand what a marketing channel is, we need to understand other concepts about the channel:
You have good products, the price is good, even you have bags of money to promote the product, but you do not have a good channel to bring the product to customers – Channel is a fairly important marketing mix factor. Especially for products in the fast-food industry. Coca Cola, Pepsi, Unilever and P&G are only seen across the surface of their entire operations, i.e. brand and media. Meanwhile, channel governance for these companies is also very elaborate, very efficient and very worth learning.
From a customer perspective, the channel provided is the means through which customers receive and pay for the goods and services they seek. From a supplier’s perspective, the supply channel is the means by which suppliers can provide goods and services to their customers.
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Value chain looks at the marketing channel from a value perspective, it is a series of activities of the components involved in creating value for customers (tangible and invisible value) and re-collecting value for themselves. From a customer perspective, the value chain is where customers receive and pay for the values they seek.
Thus, the presence of marketing channels is clear. It helps to transfer products from manufacturers to consumers. It increases the efficiency of the supply process. The channel offers customers multiple choices in the same product type, or offers bundled products. Channels are formed to balance between those in great demand and those with little need in quantity. Channels are also formed to meet the different needs of different customer groups (different segments). And finally, the channel is formed to meet the very dynamic and increasingly complex needs of the market.
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A marketing channel is a collection of individuals and organizations (independent and dependent) involved in creating, stimulating demand and satisfying demand through the provision of products and services.
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The American Marketing Association defines marketing channels as “a structure formed by organizations within the company and agents, distributors, wholesalers, and retailers outside the company through which goods, products, or services are traded.” “Technically, a channel is a group of businesses that exchange ownership of a product or service from the initial owner to the final owner.” In China, some scholars define marketing channels as “the way for products to enter the consumer field from the field of production in the process of transfer of ownership.” “From the above two definitions, it can be found that when people look at marketing channels, they are usually linked to the transfer of ownership of goods, that is, to the flow of goods.”
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Marketing channel
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