Forbes contributors publish independent expert analyses and insights. I write about modern marketing, creative ideas and evolving careers. Just spoke at AMA Chicago BrandSmart about a favorite topic, ...

Marketing channels have several key characteristics. Companies must properly match those characteristics with their products and customers when deciding on a distribution strategy. One consideration ...

Channels of distributions are included in the analysis of place within the "4-P" business marketing mix. The channels of distribution describe how products are delivered to target customers.

Cross-channel marketing can help small businesses boost sales and improve customer engagement, retention and conversion rates. By centralizing your customer data into a single source of truth, you can ...

A lot of marketers will tell you that they’re “channel-agnostic” when figuring out where to put their spend. The idea is to deploy resources across various channels, see how they perform … and then ...

There is a need for businesses to use comprehensive integrated marketing campaigns that seamlessly connect channels with an impactful message. And when businesses use these campaigns, they see ...

So, you’ve probably heard the term ‘Integrated Marketing Communications’ thrown around. It sounds fancy, right? But really, ...

Selecting the marketing channels to use is a complex decision – there’s no one-size-fits-all formula for distributing your product. Whether you’re just getting started or you’ve been in business for a ...

Right now, YouTube marketing has become even more important with all the changes happening in the current digital landscape. What is also important is keeping up with trends and strategies to ensure ...