O'Reilly logo

Real-Time Marketing for Business Growth: How to Use Social Media, Measure Marketing, and Create a Culture of Execution by Monique Reece

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

37. Formula for Success: Real-Time Channel Development

Selecting distribution channels is a combination of art and science. Mass distribution may sound like a desirable strategy, but timing is critical if this is your goal. One mistake that businesses make is choosing this strategy too early in the product life cycle. If your product does not have brand awareness, selling through mass retailers and distributors could prove to be fatal to your business or product line. You need to create market demand for your products first, or you risk low sales and being abandoned by the channels you worked so hard to establish.

Unless you can make a significant investment in marketing and advertising, your strategy should be to build brand awareness through ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required