[SOUND] We use the channel in order to communicate, it's a video. Channels is a term marketing people use quite often in order to describe the technology for sending messages. When it comes to different kinds of channels, we could characterize them differently for instance, if we consider them as part of sender receiver model. It's the only channel that we can push messages with a newspaper. A magazine is a good example of a one way traffic channel, so to speak. Now a days, we find more and more dual models meaning, we can pull and we can push. Here's a list of channels you already know them. Printed media, radio, TV, mail, SMS, phones, social media. What it actually tells us is that technology constantly give us new kinds of marketing channels. In that sense marketing as a profession has always been extremely depending on technology and engineering. Now which channels should we use? Well of course, it depends on the customer. Why call a customer, if they don't have a phone? Why put something out on LinkedIn, if they don't use LinkedIn? So the best answer to the question, what channel should we use depends on what channel do the receivers use? So the basic thing is exactly learning how people use channels before we decide what kind of marketing channels, strategy we should have. So how do we learn the characteristics of every channel? Well mainly by being there, trying to do things. Like learning, learning how to go to a party actually. How do people act at parties? Parties are different, what is a good manner? What is the right kind of technology? How do the people eat? What is okay to say, what is not okay to say? What's the tradition? What's the technology on the channel as such? Channels are different, and when it comes to the digital channels. It's quite obvious that we still haven't learned differences between for instance, Facebook, Pinterest, YouTube, Twitter, LinkedIn, etc, etc, etc. Every channel have its embodied characteristics. Every time a new channel pops up, because it does, because of technology. We have a tendency doing the same king of mistakes again and again and again. Meaning, we do bad marketing in the beginning with the channel is new. But we learn, and gradually make better and better on the channel. Social media is definitely one of the best examples nowadays. We can see that still a lot of companies still a lot of people trying to sell via social media consider it as a push media. The point by social media is actually, I can talk to you, you can talk to me, that's totally impossible to do within newspaper magazine. Some people still don't know how to make a phone call, some people still don't know how to make a SMS. Some people still don't know how to write a good email. Every channel has it's characteristics. So what do happen every time we get a new channel? [LAUGH] Well first of all is not noticed than it's gradually grows, some might actually die. The fax machine is quite dead nowadays, but most channels stay. They grow, and the interest of using that channel grows. Then gradually, it becomes crowded, and then it gets overcrowded. And a lot of people move to a new kind of channel, even though old channels have a tendency to staying. A really interesting old channel nowadays is hand written letters. Young women in the age of 25 in at least our country, have never in life got a hand written letter. That's an interesting channel, that is if they know what a traditional mailbox is. I'll tell you a story, but when I tell it, please hear the word Internet instead. How to start a story? Well once upon a time, there was a king and a queen, and the market was simple, customers called and the kind and the queen delivered. But suddenly, the customers stopped calling. What did the king and queen do? They started to realize we've gotta make the customers aware of our existence. Where should we do that? Well let's look for the traffic, still thinking about the Internet, right? Where was traffic at that time? Highways. Let's put a sign beside the highway so people see our company is existing. And then competition came, but by the way, I could make my sign in four colors, but he could too. But I could make my sign blinking, he could too. I could make a bigger sign, I could make my sign scream. Still thinking about what's happening and is still happening on the Internet? But I have an idea, I'll do mobile marketing which literally meant at that time, as you can see, taking a car, putting the ad on the car, and driving around on the highway, that's mobile marketing. That kind of pattern is something you can see every time a new channel pops up. How many channels should we care about and how many channels will we have in the future? Well we can nearly actually take for granted that we will get more and more, and we will get channels for certain kind of niches. There was an open space for television when radio existed. Radio is still not dead, but it has another kind of position in people's life. Why do we get new kind of channels? Well, simply because of technology, and simply because of need. And if there is a possibility to communicate, we have a tendency of communicating. So far, even though we communicate quite a lot on the globe, we still grow in terms of amount of communication. So let's look ahead, what's to be expected quite soon, drones? Good idea. Of course, you could already see in different countries that advertising agencies have used drones for marketing. Smart pants likely, VER, Google Glasses, etc, etc, yes of course. The conclusion is actually quite obvious, there is a constant change of channels. We look and find a new one, we learn it and try to exploit it from a marketing point of view. But don't forget, do that in a pace that follow your customer. It's actually not a good idea to scream in an empty room, if no one's there. [SOUND]
