As seen in the last part on designing the communication mix, a marketer can use multiple channels to communicate varied elements of their communication to share a set of integrated messages which touch consumers across all their media interactions. In this part we would study (in detail) the origin and development of each of these digital channels and how they support the digital media plans, shared earlier in the chapter.
We would classify the varied sets of digital marketing channels on the lines we shared in Chapter 1, in the section titled, ‘Digital Marketing Applications and Benefits,’ which includes intent-based marketing, brand marketing, content marketing, community-based marketing, partner marketing, direct marketing, and platform-based marketing. We will dedicate the first three sections to the three most important types of channels—intent-based marketing, brand marketing, and community-based marketing and would cover the rest of the four marketing channel types in the last section of this part.
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