Marketing Communication Channels Table
| Channel | Target Market | Advantages | Disadvantages |
| Social Media | Young to middle-aged adults; global audience | 1. Interaction with audiences in real-time.
2. Social media is cheap and can cover a large audience (Nevado-Catalán et al., 2023). 3. Incentive to create content that goes viral. 4. Precise advertisement market choices. |
1. Needs supervision frequently and has to be updated regularly. 2. Content saturation may lead to lower visibility.
3. Negative feedback will likely spread faster than positive feedback. 4. Metrics can be misleading without proper analysis: Marketing Communication Channels Table. |
| Corporate Events (Keynotes) | Premium market and tech enthusiasts | 1. They create anticipation for customers to wait for the company’s new products.
2. Emphasizes results and achievements in Collegiate Innovation and Leadership. 3. Establishes credibility. |
1. Expensive to organize.
2. Few benefit from the live audience. 3. Timely occurrence of technical problems during some events. |
| Email Marketing | Existing Apple users and potential high-income earners | 1. Effective segments create value-added activities for the customers through personal communication.
2. High return on investment. 3. It is easy to track and analyze the performance of an organization. 4. It may contain discount codes and links to Apple services. |
1. Email marketing may be perceived as spam if they are designed in the wrong way (Mohammad, 2020). 2. Requires quality email lists.
3. Overuse can annoy customers. 4. Relevance remains one with appealing email subject lines. |
| TV Advertising | General audience with a focus on North America, Europe, and Asia | 1. Covers large numbers of people across the population. 2. Ideal for the narrative building of the brand.
3. Enhances brand prestige. |
1. TV advertising has high production costs.
2. Limited targeting capabilities compared to digital ads. 3. Difficult to measure direct ROI.
|
| Search Engine Marketing (SEM) | Online users actively seeking premium tech products | 1. A high-intent audience is expected to convert.
2. Immediate visibility on search engines. 3. Measurable performance goals and benchmarks.
|
1. Competitive and expensive for popular keywords.
2. Requires continuous optimization. 3. Limited effectiveness if users ignore ads.
|
References
Mohammad, R. M. A. (2020). A lifelong spam emails classification model. Applied Computing and Informatics. https://doi.org/10.1016/j.aci.2020.01.002
Nevado-Catalán, D., Pastrana, S., Vallina-Rodriguez, N., & Tapiador, J. (2023). An analysis of fake social media engagement services. Computers & Security, 124, 103013. https://doi.org/10.1016/j.cose.2022.103013
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Marketing communications channels, whether traditional or online, are used to attract buyers and increase customer loyalty. Different channels are used for different reasons, such as for reaching specific demographics or for their functionality. Marketing teams must analyze various communication channels to determine the best fit for their product or service. Within the marketing plan, teams must identify the channels that can be used to convey key messages.
Marketing Communication Channels Table
Using your selected business from the previous assessments, create an outline in which you:
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- Select and identify at least 5 marketing communication channels that could be used to reach selected audiences that area fit for your selected business. These should include online and traditional communication channels to convey key messages.
- Determine the advantages and disadvantages of each selection.