Channel
A channel, in marketing and communication, is the route through which a brand reaches its audience, whether to communicate with, sell to or serve it
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
The term covers different things worth distinguishing: communication channels, such as television, email, social media or the website; sales or distribution channels, such as physical shops, e-commerce, marketplaces or distributors; and service channels, such as phone, chat or messaging.
It differs from a touchpoint, which is each specific moment of interaction between a person and the brand within a channel. The way channels are coordinated gives rise to different approaches: multichannel offers several channels in parallel, while omnichannel aims for a seamless experience when moving from one to another.
Also known as
Marketing channel
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