Marketing Fundamentals
Key question
Which channels do we use to reach whom, and when?
A channel is the medium through which a message reaches people: a poster, a newsletter, a conversation, a post. No channel is suitable for everything. The art lies in combining channels in such a way that they accompany people through every stage of their journey.
Learning objective: You will be able to distinguish channels by owned, earned, and paid, plan a funnel, and select appropriate content and formats for each stage.
The best channel is the one where your target audience already is.
5.1 / Owned, Earned, Paid
Owned, earned, and paid reach.
Channels can be differentiated by who owns them and how reach is achieved. The three types complement each other: Paid generates attention quickly, Owned retains it, and Earned makes it credible.
01
Owned
Owned channels: website, newsletter, shop window, packaging. Full control, but you need to build up reach.
02
Earned
Earned reach: recommendations, reviews, press. Credible, but not directly controllable.
03
Paid
Paid reach: advertisements, posters, sponsorship. Fast and predictable, but ends when the budget runs out.
For smaller budgets, the general rule is: strengthen your owned media first, then use paid media to provide targeted momentum, and spark earned media through great experiences.
Paid rents attention, owned keeps it.
5.2 / The Funnel
Many notice, few buy, some stay.
The funnel illustrates how many people who notice an offer narrow down to the few who actually make a purchase. At each stage, some will drop out. Typical stages are awareness, consideration, purchase, and loyalty.
Today, the funnel is often seen as a cycle: satisfied customers recommend your brand and bring new people to the start. A budget that focuses solely on gaining attention overlooks this loop.
Plan for every phase, not just the start.
5.3 / Content per phase
Each phase needs a different format.
During the awareness phase, short, eye-catching formats work best: a poster, a reel, a local community campaign. The consideration phase requires depth: sample prices, explanations, customer reviews. At the point of purchase, clarity is key; when it comes to retention, it’s all about focusing on those who are already on board.
A content plan connects channel, stage, and format over time. For designers, this means that not every creative asset has to do everything. A system of recognisable elements carries the message across all channels.
A system goes further than a single subject.
Exercise
Create a channel plan
Task: Create a channel plan for the launch of a local offer.
STEP 1
Collect potential channels and categorise them into Owned, Earned and Paid.
STEP 2
Allocate a budget across channels and phases using the tool.
STEP 3
Determine a format and a core message for each phase.
STEP 4
Outlines a visual system that works across all channels.
Evaluation: How did your budget allocations differ, and what assumptions were behind them?