Media Channel is a medium through which brands communicate with their target audience. This can be done through traditional or alternative channels such as social media, television and radio.

There are many advertising types of media channels available to choose from and it can be confusing to decide which is best for your campaign. However, the right combination of marketing and advertising channels can help achieve a variety of goals and ultimately boost sales.

1. Reach

Media channels are the vehicles used by marketers to relay their messaging to consumers. They range from traditional channels such as print ads, to digital channels like social media.

The most successful marketers know that it’s best to spread their ad campaigns across multiple media. This is because each medium has its own strengths and weaknesses.

Reach and frequency are two important metrics that marketers use to determine the success of a campaign. They can be used to identify the target audience and to determine how many people are exposed to the message within a specific timeframe.

Reach can be especially important for brand campaigns aimed at broad demographics; it helps advertisers create more awareness of their brands and promotes stronger sales. Frequency, on the other hand, is more beneficial when targeting a narrowly defined group within a very specific niche. It promotes brand familiarity among the audience and is a better measure of overall ROI.

2. Influence

The influence of media channels is a critical component of any marketing campaign. These channels can be used to promote a wide variety of content, including products or services, blog articles, special offers and news about the business.

Influence is important because it can help generate brand awareness and increase customer engagement. In addition, it can be useful in promoting other types of content, such as photos and videos.

There are a number of ways that influence can be measured, including by using tools like Klout. These tools provide a numerical score that represents how influential an individual is on social media.

Other methods of identifying influencers involve analyzing big social data available from the APIs of popular social media networks. These data can be used to identify influential mavens who may be able to share information about your business.

3. Conversion

A conversion can be anything from viewing a marketing video to buying a product or service from your website. Some of the more popular conversions include newsletter signups, a call to action (CTA) in an email, or a form submission.

Using a multi-channel report like MCA-ADC to analyze conversions can be a valuable way to determine which channels are the best performers. A savvy marketer will use this data to optimize their overall media strategy and boost the bottom line.

Assisted conversions are one of the most impressive facets of an overall media strategy. The best way to track these is to create a specialized multi-channel report highlighting the top-performing channels. Using the multi-channel’s built-in conversion segments, marketers can see which campaigns are the most effective in converting leads into sales. The multi-channel’s “time lag” and “path length” reports can also be used to pinpoint the most influential channels in your lead-to-sale process. This information can be applied to future optimizations and help you improve your lead-to-conversion rate.

4. Retention

Retention marketing is the process of keeping current customers happy and loyal. It’s a much more cost-effective way to grow your business than acquiring new customers, as acquisition expenses can chew up marketing budgets quickly.

Retaining customers is the key to ensuring that your ecommerce business is profitable and sustainable in the long run. Having a strong retention strategy means that you’re not only maximizing your customers’ lifetime value, but also their repeat purchases and referrals.


A great retention strategy can run the gamut, from a simple email campaign or SMS text to advanced retargeting techniques. However, the bottom line is that it takes time and effort to implement.