ELECTRONIC MARKETING CHANNELS

WHAT IS
ELECTRONIC MARKETING CHANNELS
Electronic Marketing Channels are part of a 
distribution strategy, helping an organization to reach its
potential customers via electronic means. There are
several digital marketing channels, usually divided into
organic and paid channels. Some organic channels are SEO,
SMO, email marketing. And some paid channels comprise
SEM, SMM, and display advertising.
ELECTRONIC MARKETING CHANNEL IN A NUTSHELL
STRUCTURE OF ELECTRONIC MARKETING CHANNEL
1. DISINTERMEDIATION VERUS REINTERMEDIATION
DISINTERMEDIATION
It allows a consumer to buy directly from a wholesaler rather than through
an intermediary such as a retailer, or enable a business to order directly
from a manufacturer rather than from a distributor.

REINTERMEDIATION
Reintermediation consists of the process of introducing again an intermediary
that had previously been cut out from the supply chain. Or perhaps by creating
a new intermediary that once didn’t exist. Usually, as a market is redefined, old
players get cut out, and new players within the supply chain are born as a
result.
DISINTERMEDIATION AND REINTERMEDIATION IN A NUTSHELL
2. INFORMATION FLOW VERUS PRODUCT FLOW

INFORMATION FLOW
Information flows freely and efficiently among the three main parties:
supplier (manufacturer and/or wholesaler), retailer, and consumer. This
enables the parties to better anticipate and address each other’s
performance expectations.

PRODUCT FLOW
refers to actual physical movement of the product from the manufacturers
through all the parties who take physical possessions of the product from the
point of production to the final consumer.
INFORMATION FLOW AND PRODUCT FLOW IN A NUTSHELL
3. VIRTUAL CHANNEL STRUCTURE VERSUS PHYSICAL CHANNEL STRUCTURE
VIRTUAL CHANNEL STRUCTURE
Is a logical bi-directional channel over which the client communicates with a remote server
that holds the other endpoint of the channel.
PHYSICAL CHANNEL STRUCTURE
Channels that are handle within the physical layers and have the transport channel
mapped on to them.