Chapter 1:

Channel Planning
 TABLE OF CONTENT

• Inbound and Outbound marketing

• Challenges of Channel Planning
• Cross Media Planning
• Digital and Traditional Marketing
• Digital Channel Mix
• Mobile Marketing
Learning Objectives

To understand Inbound and Outbound marketing.

To understand the cohesive digital marketing strategy and

different channels across different devices.

To understand Traditional and Digital marketing. And learn how

to combine them to archive the marketing goals.

To understand the true value of mobile marketing.

 Inbound and Outbound marketing

• Outbound marketing begins when the brand pushes their

message out to a specified audience usually with the intent of driving
awareness of a product, a service, a sale, etc.

• You're not necessarily looking for the product but they show you the
ad because you fit a certain profile and you just might be interested
in it.
 Inbound and Outbound marketing

• Inbound marketing is about anticipating audience needs and

creating the type of content or choosing the type of keywords that
people might ask Google as a question to solve their problems and
you're going to provide a solution to this with your reaction.

• The goal is to drive traffic from those people who are actively seeking
you out as a solution to a need or want.
Inbound and Outbound marketing
Challenges of Channel Planning

Produce the
most
appropriate
and effective
content types
Multi-screen it
Number of
splits the
channels
audience

Capturing
consumer
attention
Discussion

When you see brands marketing online, do you see their

content across the web on different websites or just on
one platform?
Which approach works better – focusing on one platform
or using multiple digital channels?
Cross media planning consideration
Digital and Traditional Marketing

Traditional vs. Digital

Benefits of each?
Digital and Traditional Marketing
Digital and Traditional Marketing
Digital Channel Mix

Email and Organic

Paid search
automation search
(PPC)
marketing (SEO)

Social
Website Display
media
optimization advertising
marketin

Content
marketing
Mobile marketing
Summary

Inbound objectives: Leads and Sales;

Outbound objectives: Awareness and Consideration.

It is essential to remember that a cohesive digital marketing

strategy will use different channels across different devices to
engage customers.

Traditional and digital marketing can complement each other

and be used with flexibility to achieve common marketing goals.

The true value of mobile is the ongoing connectivity that brands

can have with their audience.
Thank you