Marketing Channels · The mix · Component
The split
How much is creating demand and how much is capturing it — the allocation decision that everything else follows from.
The deliverable
What it is
The most consequential budget decision is not which channels but what proportion is building future demand against harvesting current demand. Everything else is execution.
The evidence on the balance is well established and consistently ignored, because the harvesting half reports better and the building half is defended by nobody.
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 split moves towards demand capture in every organisation that does not actively hold it.
The other components in the mix
The sequence
What comes before what, and what depends on what — because something has to create the demand before anything can capture it.
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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