Communication channels - which ones are worth using?
E-commerce
28 June 2025
Without communication channels, it would be impossible to transmit any information or build networks instantly. The Internet provides a myriad of ways to create informed relationships on both a business and personal level. Find out which communication channels will work best for your organisation!
What are communication channels?
A communication channel is a tool used to transmit information between a sender and a receiver. It is part of the whole communication process, without which communication would not be possible.
Communication channels are divided according to a variety of parameters, the basic distinction being:
- oral - the transmission of content, e.g. over the phone, face-to-face or via video chat;
- written - providing information through content e.g. email, leaflet, article, website, etc.
Communication types and channels are used both in everyday life and in business. They play a very important role in marketing and are one of the most important factors in customer acquisition.
Communication channels - how to use them?
The way in which communication channels are used depends on what purpose you want to use them for. Interpersonal communication channels and marketing communication channels are completely different. The former is used when talking to the customer directly in the shop. A good salesperson needs to know how to convince the consumer to make a purchase by talking to him or her face-to-face. It is not only the arguments he gives, but also the way he presents them that counts.
Interpersonal communication is based on tone of voice, facial expressions, gestures or the ability to arouse the customer's need for possession. People with a gift for persuasion should be involved in direct sales in the shop. However, marketing channels have many other facets. They need to be tailored to your business and target audience. They can take the form of a website, social media profiles or newsletters.
The most popular communication channels on the internet
Communication channels on the web are used by companies and ordinary users alike. The web allows content to be communicated in private messages and so reach a wide audience. There are at least several popular ways to contact others.
- Social media and instant messaging - almost everyone has their own social media profiles, which is why they are so important for interpersonal and marketing communication. They are used by companies to build their image, to reach new audiences with their offerings, and to provide information about news or the behind-the-scenes activities of the company. Among private users, social media are mainly useful for sharing daily life with friends. Social media allows direct communication through instant messaging and comments under posts. Writing in chat rooms with both relatives and customers is one of the fastest channels for passing on information.
- Blogs - in the past, they were most often run by individuals who wanted to create their own image online. Today, blogs are a tool for brands to promote their products, increase online visibility and build brand awareness among customers. Usually, users have the option to add comments to individual posts.
- Newsletters - this is run by companies that want to provide their consumers with brand-related content on a regular basis. In order for recipients to receive emails with news, discount codes and competitions, they must first subscribe to the newsletter. This can usually be done on the shop's website. This communication channel strengthens the relationship between the user and the company and, thanks to its regularity, does not allow the customer to forget about the services in question.
- Chatbots - this solution is increasingly common on websites offering products or services. Most often, the user will find a chat icon in the bottom right-hand corner of the screen, thanks to which he or she can instantly connect with a consultant. It is enough to write a message like on a social media messenger to send an enquiry about, for example, a brand's offer.
- E-mails - the electronic letter is still a very popular communication channel that is used primarily for business purposes. Although even companies tend to use shared instant messaging already, the most important matters are dealt with via e-mail. It is a written communication channel that delivers the message to the addressee very quickly.
- Contact forms - a popular solution among companies providing services such as photography, renovation and construction or courier services. An example of a form can be found on the InPost website, where entrepreneurs contact the provider about fulfillment or subscriptions. It consists of fields in which basic data must be entered: name, e-mail or telephone number. On the basis of this information, the company gets back to the user to answer any questions.
Which communication channels to choose for the brand?
Marketing channels for brands should be consistent with each other and tailored to the target group. Parameters such as age, gender, education or audience needs must therefore be examined. The right communication methods can then be selected. Social media sites such as Instagram, TikTok or YouTube have proven to be the best in recent times.
Diversification across communication channels is important nowadays. This means that it is important to deliver messages to your audience through a variety of means. You not only have social media at your disposal, but also email, blog, radio or TV advertising. Choose what best suits the needs of your consumers.
Older audiences are probably more likely to come across your message on radio or TV. Younger ones prefer online reality, i.e. quick doses of knowledge that can be commented on. Remember to use call to action, i.e. exhorting your audience: "Take advantage!", "Get in touch", "Check it out!". Such signals do not only work online.
The right communication channel, i.e. its impact on the customer relationship
Once you know the channels of communication with your audience, you need to decide which solutions you will implement in your company. To be effective, you need to build a relationship based on authenticity and interaction. When customers receive material from the company about services and products, are encouraged to discuss, feel that their opinion counts, and learn about the behind-the-scenes operations of the company - they begin to take an active role in the functioning of the business.
For this to happen, the channels of communication with the customer must be tailored to them. The medium is important in whether the user will feel encouraged to comment and view content. Young users are keen to engage with short and creative messages in video form, for example. Audiences appreciate creative slogans that relate to current events, which is referred to as real time marketing.
The more tailored the content is to the audience, the better the chances of them being active and building a relationship. It is worth following industry trends and using them in your posts and communications.
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