January 30, 2024

The First Decision That Marketers Must Make When Managing Channels

The first decision that marketers must make when managing channels is to set channel objectives. Marketers can’t move forward with other decisions such as selecting channel members, determining distribution patterns, and determining channel responsibilities until they have established their objectives.

The next step that marketers must take when managing channels is to determine the type of channel members they want to partner with. Some companies may decide to sell their products directly to consumers, while others choose to work with resellers. Wholesalers, for example, buy merchandise in bulk and then resell it to retail businesses or end customers. Value-added resellers, on the other hand, modify or customize a product before selling it to customers.

When deciding what types of channels to use, marketers must also consider the buying specifications of their customers. For instance, some customers may prefer to purchase a product online rather than in a store. In this case, the company would need to create a website or app that meets the needs of its customers.

Once a product has reached the customer, it must then be nurtured to retain the customer’s loyalty. This can be done through various practices and channels such as email, social media, or even customer service.

Whether you’re looking to streamline your online booking process, or to maximize the visibility of your hotel on the world’s leading OTAs, look for a channel manager that seamlessly integrates with your existing PMS. This will prevent double bookings and other errors, save time, and give you unparalleled reach into the global hospitality market.

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