Signposting is used to assist people with spatial orientation in a building, a particular area, or a public space. This channel is used in many ways by companies, from the signs at the company headquarters (channel no. 59) to car park signage (channel no. 14) and signs pointing the way to different departments at the POS (channel no. 84).
Streaming (as opposed to downloading, channel no. 43) refers to the simultaneous transmission and playback of video and audio files on the Internet. Streaming provides digital communication and advertising opportunities for companies in the form of web radio and web TV.
The customer is perhaps the most important channel of them all. If they are satisfied with a seller, they essentially create a channel to further customers by word of mouth (channel no. 78/129) and can consciously or unconsciously act as an advertising vehicle or as a brand ambassador (channel no. 8) for a company.
Search engines are a channel for finding content on the Internet. It is therefore important that a company’s products and services, or website, can be found quickly and easily on search engines. Positioning can be optimised using various measures, which are referred to as search engine optimisation (SEO). Companies are willing to invest heavily in such measures.