Channel Strategy
The channel strategy is how businesses reach their target audience through specific touchpoints throughout the purchase journey.
It is the plan that governs customer exposure, engagement, and experience.
Channels are the online and offline contact points, owned or third-party, where customers and businesses intersect. Where do customers make purchases? Where do they conduct their research? Where do they seek advice? These are the access points that the brand can (and should!) oversee to intercept its target audience.
The selection of touchpoints, their timing and activation methods are defined based on business objectives, user media behaviors and buying journey, and structured within the channel strategy.
The channel strategy identifies the ideal synergy between communication tools and activities, with corresponding objectives and timing, harmonizing channels and actions into an integrated and coherent plan.
Strategy & Consulting . Channel Strategy
What is a Channel Strategy?
It materializes into an omnichannel and integrated plan because it considers all communication channels, both online and offline. The reason is simple: since it aims to make the customer experience unique, personalized, and consistent across all interaction channels with the brand, it must necessarily identify every single touchpoint, the point where the brand and the customer come into contact, including those beyond conventional communication tools.
Now more than ever, consumers no longer distinguish between physical and digital spaces. Adopting an omnichannel strategy means conveying a seamless, congruent, and compelling message across all available and potential touchpoints: the website, physical retail store or showroom, e-shop, telephone customer support, social platforms, loyalty card, multimedia brochure, sponsorships, and many more.
What does developing a channel strategy at Naxa mean?
Analyze the company and its market positioning, both in terms of communication and business objectives.
Examine and evaluate the communication of the company's major competitors.
Map active touchpoints and assess the performance of the existing content strategy.
Develop the most effective strategy regarding channels, touchpoints, KPIs, tone of voice, themes, and other factors.
Define an operational plan following the approval of the strategy.
Create a cross-channel Channel Strategy for your brand.
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