Marketing channels

Marketing channels are the platforms and methods you use to promote your business and reach potential customers.

Your business may use a mix of channels depending on where your customers spend their time and how they prefer to engage.

The difference between marketing, advertising and promotion

If you’re just starting out in business or haven’t done much marketing before, it helps to understand these key terms:

• Marketing is the process of understanding your customers and promoting your products or services to attract and retain them. Marketing can include activities such as market research, branding, advertising, events, sponsorships, newsletters, digital marketing, sales and promotions and more.
• Advertising is one element of marketing that involves paying for an ad or series of ads to promote your business, products or services through channels such as social media, search engines, billboards, print publications, radio or television.
• Promotion is another element of marketing that uses short-term activities to boost sales or raise awareness of your business. Examples include discounts, limited-time offers, competitions, product launches or seasonal sales such as a Boxing Day sale.

When planning how to market your business, you’ll generally use a mix of two main types of marketing channels, digital and traditional.

Marketing channels to promote your business

Digital marketing

Digital marketing uses online channels to promote your business and connect with current and potential customers. It includes your business website, social media, online advertising, mobile apps, email and search engine marketing.

Social media marketing

Social media allows businesses to connect directly with potential and existing customers. It’s easy to use and can suit all budgets, with options to share content via unpaid (also known as organic content) and paid (advertising) methods.

You can use social media to attract new customers, promote your products or services and build trust in your brand.

Learn about social media marketing.

Your business website

Even if you have an established social media presence, it’s worth having your own website for your business. Your own website gives you control over your content, the ability to generate direct sales or bookings, and can also protect your business if a social media platform changes its rules or your account is restricted or closed. Creating a website for your business.

Email marketing

Email marketing often includes electronic newsletters (e-newsletters), promotional campaigns and personalised messages designed to keep customers engaged with your business. For example, you might have a rewards club and email clients with special offers based on their buying habits.

For email marketing, you’ll need a database of your clients’ email addresses and an understanding of how you can legally use this information. For example, it’s important that if you collect email addresses from existing and potential customers they agree to you contacting them at a later date.

For more information on email marketing, read our blog articles on email marketing for beginners and five email marketing mistakes to avoid.

Search engine marketing (SEM) and search engine optimisation (SEO)

Search engine marketing (SEM) involves paying to display advertisements in search engine results. These ads usually appear above the organic search results, and you typically pay when someone clicks on your advertisement, know as pay-per-click or cost per click advertising.

Search engine optimisation (SEO) is the process of improving your website so it is more likely to appear in relevant search results and attract visitors through unpaid (organic) search.

Learn more about SEM and SEO.

Traditional marketing

Traditional marketing is the name given to offline marketing channels you can use to reach your target audience. For example, in-person events, printed brochures or catalogues, TV and radio ads, magazine or newspaper campaigns, billboards or cinema advertising.

Hosting an event or printing a catalogue can be effective ways to market your business – but these options will also take a lot more time and investment compared with many online options. Traditional marketing can work well if these channels suit your target market. For example, a flyer in the mail could be the best way for a local home repair service to raise awareness of their business. 

Find the right marketing channel

The most effective marketing channel for your business will depend on your products or services, your brand, your budget and where your target audience is most likely to spend their time.

For example, social media can be a cost-effective way to promote your business. However, it is only effective if your target audience actually uses that platform. Investing in advertising on the wrong channel may result in limited reach and low engagement.

The same principle applies to traditional marketing. A magazine, newspaper or radio advertisement will only be effective if your target audience regularly uses or engages with those channels.

To choose the right approach, start by clearly understanding your target market and where they are most likely to find information about products and services like yours.

Using AI in your marketing

AI tools can help generate ideas, draft marketing content, summarise customer feedback and save time on repetitive tasks. While these tools can improve efficiency, always review AI generated content to ensure it’s accurate, reflects your brand and complies with advertising and consumer laws.

Marketing laws and regulations

Australia has laws and regulations around advertising and other elements of marketing – and you or your business could face some severe penalties for not following these. Here are some examples and where you can find more information.

• Spam Act 2003 – This Act makes it illegal to send, or cause to be sent, unsolicited commercial electronic messages, including emails, SMS, MMS and instant messages. You must obtain consent before sending marketing communications and always provide an option for people to unsubscribe. You should also ensure customer contact details are not shared or used for group messaging without permission.
• Privacy Act 1988 – This Act applies when you collect, store or use personal information such as customer contact details or browsing data. You must handle this information securely, be transparent about how it is used and obtain appropriate consent where required. You may also need to provide a clear privacy policy for your customers.
• False or misleading claims – It’s illegal to make unproven or misleading claims about your products or services. This includes claims about product benefits (such as environmental benefits), ingredients (such as organic claims), pricing, discounts, delivery terms or comparisons with competitors.

Different laws and regulations apply to different industries, so make sure you know what you can and can’t do in your industry to avoid misleading your customers, breaking copyright laws (such as using certain music in your ads) or committing other offences which can lead to severe penalties.

Learn more about advertising laws and regulations.