Distribution Channels and Communication

Contributions of Six Major Modes of Communication Increasingly relying on multiple channels of distribution all that need to be synchronized, increasingly shorter product lifecycles, and the fragmentation of their customer bases, many companies are beginning to realize as a result of these dynamics that the modes of communication they use must be synchronized to common messaging and direction. This includes synchronizing messaging across distribution channels and the modes of communication used to promote the company as well (Columbus 2003).

In fact many companies take all six modes of communication and create coordinated marketing strategies that capitalize on the unique strengths of each mode in launching new products, repositioning existing products, and developing entirely new selling strategies. Underscoring the use of these six modes of communication is the need to create a level of trust with both prospect and customer bases in the use of personal data they have provided.

Prospects and customers "opt in" with their specific personal data to get a more tailored and personalized response from companies, often through multiple modes of communication. It is critical for companies to ensure the privacy of their prospects and customers are respected as a result of this trust. Personalized customer information greatly increases the effectiveness of each of the six modes of communications companies use, often based on previous purchasing or interest history.

The personalization at many popular websites today including Apple's iTunes online music store, the many examples at Amazon.com and Expedia.com all underscore this dynamic of how personalization can be used in a mode of communication to be more effective in reaching customers. Of the many considerations.