What are online marketing distribution channels ?

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After seeing the growth that digital media has experienced in recent years (and what we have yet to see), it is not surprising that more and more ' digital routes ' appear every day to connect potential customers with the products or services that companies want to sell.

After all, if you want to attract new customers, you'll have to go and find them in the places they frequent , don't you think? And the reality is that we spend more and more hours connected to the Internet every day, so…

Do the math.

Of course, distribution channel should not be confused with point of sale. This is a fairly common mistake because in the digital world, since everything is intangible, it is more difficult to define concepts. So pay attention, we are going to explain it to you very quickly.

An online distribution channel is not the place where a product is sold (such as an online store or marketplace that starts with A and ends with Zon).

An online distribution channel is the path that the customer takes to reach the place where they can buy that product or service , and this has to be well reflected in your digital strategy .

online distribution channels

In case you haven't noticed, this concept is closely linked to Inbound Marketing. While offline distribution channels are dedicated to bringing the product to the customer, in the digital world it works the other way around.

So, beyond the way to reach the customer, we must think about the content that will attract them to us and then we will select the channel that is most convenient for us in each case.

That said, let's get down to business.

Below we provide you with a list of the most commonly used online betting email database distribution channels today (the typical ones):

1. The Organic Channel
Organic traffic is one of the most important marketing distribution channels. A website's organic traffic is the visits that come from search engines (Search Engine Optimization) that the user makes on these engines such as Google, Bing...etc. This traffic is extremely important because it is free and the quality of its traffic is usually more qualified.

It may seem silly, but having all your texts optimized and including the keywords that your ideal client uses to search online will make it much easier for them to find you and, therefore, for them to reach you.

2. Social networks
Who doesn't visit one of these platforms with some regularity?

Facebook, Instagram, LinkedIn, Twitter, YouTube, Pinterest and now TikTok and Twitch are the perfect showcase for building relationships with your target audience and directing them to your website.

They also allow us to segment our audience very well, since, depending on the chosen network, we find a specific profile, with common interests and, possibly, a fairly defined age range. Data that will be very useful for determining the content and format to use to attract them.

3. Email Marketing
The most intimate and, according to statistics, the most efficient distribution channel . They can be used both to inform the user about the latest news from the company, and to cause them to end up on our website in search of additional information or, directly, to make a purchase.

4. Blogs
We are once again faced with content. Offering interesting content is the most powerful hook we can use and that is why it is so important to generate publications that respond to the search intent of your target audience.

But writing on your blog regularly also helps you position your website in search engines because Google loves new content.

5. Paid campaigns on networks
It consists of promoting a publication for a short period of time.

Its objective is to direct the largest number of people to the company's website and the price of these ads is determined by the number of clicks the ad receives (PPC or Pay per click).

For a campaign of this type to obtain a good result, special attention must be paid to these four factors :

Keyword selection
The image and text of the ad
The landing page where people who click on the ad will land
Audience segmentation
6. Advertising Channels
This last marketing distribution channel refers to the ads that we find in spaces enabled for advertising within web pages, forums or blogs. For example:

Banners
Video ads
Pop-ups
Interactive or Rich Media Ads
The price, in this case, will be determined by the amount of traffic that the website in question receives. That is, if the content of your website is attractive and valuable, it will receive many visits and the price of the ads displayed on it will increase.

As you can see, in all cases, content plays a key role in the distribution process of your product or service. Hence, the first question you should ask yourself before defining the type of marketing distribution channel is: What content would my buyer persona like to consume or does it consume ?