Communication channels: which ones to use in marketing

Channel or Medium of Communication

Or take social media: Twitter, TikTok — those are channels, while stories, posts, and ad creatives are mediums. You can create one video and share it across different social networks, adapting it to the features of each platform.

The key is to understand that marketing channels and mediums work together. Choosing the right channel ensures your message reaches the right audience, while a quality medium makes that message memorable and effective.

So, if you want your marketing strategy to succeed, always ask yourself two questions:

What Types of Communication Channels Are There, and Which to Choose

The choice of channels depends on business goals, product, and customer behavior. Communication channels include:

Email Campaigns

Example of an email campaign

One of the most reliable channels. Allows you to send personalized emails with news, promotions, offers, and useful content. Works well for both new and loyal customers.

Push Notifications

Source: voguebusiness.com

Short messages that appear on a smartphone or browser screen. They work as reminders for discounts, updates, and personalized offers.

SMS Messages

Source: smsarchives.com

Used for important alerts: order statuses, confirmations, reminders. High open rates make this channel effective for urgent messages.

Social Media

Example of a post on social platform X (formerly Twitter)

Brands can communicate with audiences, collect feedback, and promote products organically or via targeted ads.

Digital Advertising

Source: webfx.com

Banners, videos, contextual and targeted ads help attract new audiences fast. You can precisely target the right segments.

Messengers

Enable brands to interact with customers on familiar platforms — WhatsApp*, Telegram, Viber. Great for support, consulting, and newsletters.

Offline Events

Exhibitions, conferences, presentations — an opportunity to introduce your product in person and demonstrate it in action.

TV, Radio, Print Media

Example of print ad. Source: boredpanda.com

TV, radio, and magazine ads provide wide reach. Great for image-building and boosting brand trust.

Retail Stores

Source: vyveski.ru

Signs, promotional materials, and audio/video inside stores draw attention and drive purchases on the spot.

Packaging

Source: behance.net

Not just a wrapper — it's a marketing tool. Attracts attention, tells a story, and reflects brand values.

Outdoor Advertising

Source: citygrafika.ru

Billboards, banners, transport ads, and branded installations increase brand recognition and expand presence.

Phone Calls

Companies use calls to inform customers about tariffs, promotions, and service updates.

In-Person Communication

Direct sales meetings, in-store consultations, and product demos build trust and persuade customers of value.

How to Choose the Right Marketing Communication Channels

Omnichannel: Why It’s Important to Be Where the Customer Is

Today’s consumer interacts with a brand across multiple touchpoints — they might see an ad on social media, subscribe to emails, ask questions in a messenger, and place an order via a mobile app. Omnichannel marketing tracks this journey and ensures consistent communication at every step.

Omnichannel isn’t just being on many channels. It’s a strategy where all channels are synchronized and complement each other. This approach:

• Boosts engagement. People are more likely to engage when they can choose their preferred communication method — from email and push notifications to chats and offline points.
• Increases sales. Omnichannel buyers spend 3x more than single-channel users.
• Drives loyalty. Customers stay loyal when they get personalized experiences, fast responses, and recognize the brand across all touchpoints.

Channel choice depends on your business, but an omnichannel strategy often includes:

• Email campaigns — for news, offers, and personalization.
• Push notifications — for timely reminders.
• Messengers — for real-time interactions.
• Social media — for engagement and content promotion.
• SMS — for urgent alerts and confirmations.

The key is creating a unified customer journey — where messages flow across channels, delivering a seamless brand experience.

What to Use for Omnichannel Marketing

How It Works

Let’s say a customer adds a product to their cart but doesn’t complete the purchase:

• Email — sends a cart abandonment reminder.
• Push notification — reminds them when they reopen the app.
• Messenger — offers a personalized discount.
• SMS — alerts them about a limited-time promo.

This increases the chance the message is seen and acted upon.

Altcraft’s marketing platform allows channel management from one interface:

• Analyze message performance and adjust strategies.
• Automate communications with behavior-based workflows.
• Integrate additional channels. Any service can be connected upon request.

Conclusion

Mass communication channels are tools brands use to engage audiences. The more convenient and targeted the communication, the higher the customer engagement, sales, and brand loyalty.

It’s not just about being present on every channel — it’s about creating a strategy where messages complement each other and deliver a unified experience. Some customers respond faster to push, others read emails, and some prefer messengers. The more thoughtful your strategy, the better your message lands.

Choose the marketing channels that fit your business, test new formats, and analyze results. The main thing is to talk to customers where it’s convenient for them — and make the brand experience simple and useful.