Communication channels: which ones to use in marketing

Communication channels are the ways a brand communicates with its audience. They help share information about products and services, convey the company’s values, and build relationships with customers, partners, and employees.

Channel or Medium of Communication

A communication channel is the path through which your message reaches the audience. It could be an email campaign, targeted ads on social media, TV, or even outdoor advertising. The channel determines where and how your message will be seen or heard.

A communication medium is the specific format you use to convey your message. For example, it could be a video, an email, a website banner, or even an infographic. The medium is what you create to deliver your idea.

Here’s an example: you make a video. That’s your communication medium. But how you use it — that’s a matter of choosing the channel. You can post it on VK, run it as a YouTube ad, send it via email, or even broadcast it on city billboards. The same content can be adapted for different channels to reach the widest audience possible.

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:

1. Where do I want to show my message? (channel choice)

2. How do I want to show it? (medium choice)

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.

Who it's for: Brands looking to build long-term customer relationships, retain audiences, and increase repeat sales.

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.

Who it's for: E-commerce, mobile apps, and services wanting fast and direct customer engagement.

SMS Messages

Source: smsarchives.com

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

Who it's for: Banks, delivery services, online stores, and subscription services.

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.

Who it's for: Companies aiming to build an engaged community and reach a broad audience.

Digital Advertising

Source: webfx.com

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

Who it's for: Businesses needing to scale quickly and test hypotheses.

Messengers

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

Who it's for: Companies wanting fast and personal communication with clients.

Offline Events

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

Who it's for: Brands with expensive, complex, or innovative products.

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.

Who it's for: Large brands focusing on reputation and wide audience engagement.

Retail Stores

Source: vyveski.ru

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

Who it's for: Retailers and brands selling in physical stores.

Packaging

Source: behance.net

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

Who it's for: Cosmetic brands and consumer goods in highly competitive shelf spaces.

Outdoor Advertising

Source: citygrafika.ru

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

Who it's for: Businesses targeting mass audiences, like retail chains, banks, mobile operators, real estate companies.

Phone Calls

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

Who it's for: Banks, insurance companies, ISPs, and service-based businesses.

In-Person Communication

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

Who it's for: B2B companies, premium brands, and businesses with complex or high-priced products.

How to Choose the Right Marketing Communication Channels

1. Understand your audience. Where do they spend time? Which promotion channels are convenient for them?

2. Define your goal. Do you want to boost sales, retain customers, or simply stay top of mind?

3. Use multiple channels. The best approach is omnichannel — when the customer gets a seamless experience regardless of the channel.

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.

Omnichannel or multichannel? What's the difference? Find out here.

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

To connect with customers, be where it’s convenient for them. Some prefer email, others check push notifications, and some wait for a message in their favorite messenger. Altcraft Platform brings all channels together in one system to help brands build cohesive communication.

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.

Want to see it in action? Discover how marketing management works here.

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.