What Kind of Communications Channels exist?
Communication Channels can be categorized and used by businesses along the following dimensions: • One-to-many (radio, television, magazines, newspapers) versus one-to-one communication (direct sales, service employees). Websites, email, letters, and telephone are somewhere in the middle. • Impersonal versus face to face communication • Social versus instrumental communication (aimed at efficiency) • Interactive (internet) versus non-interactive communication (passive) • One sense (radio, magazines) versus multiple senses communication (direct sales, virtual reality) • Traditional (appealing to older, conservative people) versus new technology communication (appealing to young people) • Compare also: TDC Matrix, Impact/Value framework and Twelve Principles of the Network Economy Note that Multi Channel Marketing is about utilizing multiple channels to sell products or services, and must not to be confused with advertising through multiple mediums.
