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Written by Ellie Keft

November 4, 2020

It’s important to understand how the channels, platforms and media fit into the web of marketing. Many people use these terms interchangeably, but they’re very different! Read on to learn more about these terms. 

Marketing professionals use a lot of jargon, similar to any industry. And often, I get the sense that many people don’t even really know what they mean when they use those terms!

Here’s a quick run-down of the terms:

What are ‘marketing channels?’

Channels are the larger categories of marketing options you have available to you, such as:

  • ‘Traditional’ marketing like print, tv and radio
  • ‘Digital’ marketing such as organic website or ‘content’ marketing (SEO); paid online advertising (PPC, affiliate marketing, display advertising, etc.); social media marketing (organic and paid); and email marketing.

What are ‘marketing platforms?’

Platforms refer to the actual tools being used to execute the above channel strategies, such as:

  • Billboards, bus shelters, magazines, ad/commercial breaks, sponsored feature stories
  • WordPress, Squarespace or Lodgify; Optinmonster or ClickFunnels; Google AdWords or AdSense; Facebook or Instagram; Mailchimp or Convertkit.

What are ‘marketing media?’

The medium – or ‘media’ plural – refers to the actual form the content takes, such as:

  • Written copy, image (in various formats), double-spread print
  • Blogs, vlogs, on-page pop-ups, direct action funnels, banner ads, search ad, social video post, Facebook Live, IG story, plain-text email, etc.

So there you have it. Get in touch if you have any questions 🙂

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