Marketing Channels · The mix · Component
The sequence
What comes before what, and what depends on what — because something has to create the demand before anything can capture it.
The deliverable
What it is
A capture channel launched into a market with no awareness converts nothing and is judged a failure, when the failure was the sequence.
The lag between building demand and being able to harvest it is months rather than weeks, and plans routinely assume otherwise.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The lag
How long before an earlier channel enables a later one.
3 attributes: Lag · Evidence · Confidence
LearnThe premature
Channels launched before their precondition existed.
3 attributes: Channel · Missing precondition · Outcome
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Where budget is limited, sequencing beats splitting. One channel done properly beats two done inadequately.
The other components in the mix
The split
How much is creating demand and how much is capturing it — the allocation decision that everything else follows from.
LearnThe interactions
Where one channel raises or cannibalises another — because a mix managed as independent lines will misread all of them.
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