Communication Channels: The “Where” of DCE

This chapter explores the channel selection process of The Digital Engine model. First, the chapter will outline the “where” of digital communication effectiveness and review our model’s guidelines for choosing communication channels that help distribute your digital communications in three distinct channel categories: 1) Content Leadership Channels (i.e. your website), 2) Consumer Acquisition Channels (i.e. Social Media), and 3) Consumer Retention Channels (i.e. email). The chapter proceeds to provide both strategic and tactical advice on both required and optional channels of communication for your online practicum. Acquisition channels are important for bring consumers to your website, while retention channels are needed to create trust, relationship, and gratitude for your content. As The Digital Engine model demonstrates, when all of these channels are working in harmony, maximum effectiveness can be achieved in building engagement and generating leads.

LEARNING OBJECTIVES

• Discover the Channel Selection process for The Digital Engine model of inbound marketing.
• Complete the content matrix by exploring the Target Market x Content Area x Channel Interactions.
• Understand the need for content planning rather than spontaneous content development.
• Identify the tools for consumer acquisition vs. consumer retention.
• Learn important guidelines for successful email retention campaigns.
• Comprehend email terminology and white list compliance.

Below you will see your chapter content and assignments. You need to check your course syllabus for the due dates for each of these assignments. Each assignment will have different instructions regarding the submission process, so please pay careful attention to the directions, including due dates, as to garner full course credit for the assignments.