The current focus on multichannel and omnichannel strategies, highlights the need to prioritise investment on the relevant marketing channels for a company. It’s not practical for most to manage all channels and certainly you need to prioritise resources on the channels which will give the best returns. Should you focus on digital marketing channels? Or can offline channels still deliver good ROI? To help the process of channel review and selection, I have developed this list as a starting point for a comprehensive view on all current channels available to organisations.

Deciding which channels to use for what purposes is a critical element of business strategy regardless of whether you’re an Marketer in a B2B or B2C firm. Get it right and you can reap the rewards of reaching and retaining your customers. Get it wrong and you could spend a lot time and money trying to either persuade customers to shift channels or chasing a market that isn’t there.