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Digital and e-commerce
Digital channels: job, best use, watch-outs
| Channel | Main job | Works best for | Watch out for |
|---|---|---|---|
| Search | Capture existing demand | People already searching for your category | Limited volume; AI answers reduce clicks |
| Social | Build community and reach new people | Creating demand; DMs as a sales channel | Algorithm changes, slow replies to messages |
| Display | Cheap reach and reminders | Retargeting and frequency | Low attention, poor placements |
| Video | Emotion, demonstration, brand memory | Launches and brand building | Weak first seconds, no subtitles |
| Email and messaging | Keep and win back customers | Repeat purchases and B2B follow-up | Sending without consent or value |
| Marketplaces | Sell where people already shop | E-commerce brands with strong product cards | Price wars, reviews, stock-outs |
| Retail media | Influence choice at the point of purchase | FMCG and brands sold through retail chains | Unclear owner: brand or sales budget |
| Channel | Main job | Works best for | Watch out for |
|---|---|---|---|
| Search | Capture existing demand | People already searching for your category | Limited volume; AI answers reduce clicks |
| Social | Build community and reach new people | Creating demand; DMs as a sales channel | Algorithm changes, slow replies to messages |
| Display | Cheap reach and reminders | Retargeting and frequency | Low attention, poor placements |
| Video | Emotion, demonstration, brand memory | Launches and brand building | Weak first seconds, no subtitles |
| Email and messaging | Keep and win back customers | Repeat purchases and B2B follow-up | Sending without consent or value |
| Marketplaces | Sell where people already shop | E-commerce brands with strong product cards | Price wars, reviews, stock-outs |
| Retail media | Influence choice at the point of purchase | FMCG and brands sold through retail chains | Unclear owner: brand or sales budget |