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Channel marketing focuses on the distribution of products from the manufacturer to the consumer. It is part of the distribution (or “place”) component in the four P’s of the “marketing mix” – product, pricing, promotion, and place. Since most manufacturers and producers don’t sell directly to their end user, they use a marketing channel to distribute their products, whether it’s a vending machine, department store, or a trade show. While channel marketing is usually applied to products, it can also be used to market ideas and services.
95% of marketers say that they know how important multichannel is for targeting. However, only 73% have a multichannel strategy in place.