E-Commerce Marketing: Distribution Channels and Hofacker's Model

This article discusses the importance of distribution channels in e-commerce marketing and how Hofacker's model of customer information processing can be applied to websites. It covers the types of distribution channels, marketing tactics, and the five stages of Hofacker's model. The article also provides examples of how the model can be used to improve website communication and engagement with customers.

Running Head: E-COMMERCE MARKETING
E-Commerce Marketing
Name of the Student
Name of the University
Author Note

Introduction
A distribution channel is necessary for a particular organization to convey the product
from the producer to the customers. The distribution channels are also called the marketing
channels or marketing distribution channels (Chernev, 2018). Distribution channels can be of
two types, direct and indirect. However, there are sub channels too within those channels. A
product is directly sold to the customer through a direct channel. The vendor might sell its
products to the customers through e-commerce websites or it might hire trained sales teams for
promoting the product and sell to the customers (Gans & Ryall, 2017). On the other hand,
through the indirect channels, the selling process is done through intermediaries. There are so
many examples of intermediaries such as the consultants, value added resellers, system
integrators, original equipment manufacturers, managed service providers, wholesalers,
distributors and many others. The main purpose of this paper is to highlight how changes can be
made to the distribution channel of a particular organization. It also elaborates how Hofacker's
model of customer information can be applied to the website of an organization.
Discussion
The type of distribution channel differs from organization to organization. Various type
of goods and services also measure the type of distribution. There are other factors on which the
distribution channel depends such as the logistics of the customer need (Lu & Liu, 2015). Hence,
we should choose effective distribution channel for our organization. The cost –friendliness,
customer handiness and other benefits should be looked after. It is well known to us that
marketing tactics is a method of establishing a steady image of the product or the brand in front
of the end users. So, while creating marketing plans we need to start with broader and deeper

strategies that maintain them within the organization. The e-marketing strategies help to promote
the products via emails and other e-distribution channels with best possibility for achieving
higher profits and accomplishing the organizational goals.
The Hofacker’s model is a tactic which helps different promoters and marketers to
consider how effective and healthy their websites are. Hofacker’s customer information
processing model is truly important because it enhances the communication capacity or
competence of the websites of organizations. This model was actually created by professor
Charles Hofacker in his book ‘internet marketing’ published in the year 2000. The model was
created in order to support the advertisers in knowing how well their promo panels conveyed
value to the targeted audience (Filieri, Hofacker & Alguezaui,2018).
There are five stages of information processing in the model. They are exposure,
attention, comprehension and perception, yielding and acceptance and the last one is retention
(Filieri, Hofacker & Alguezaui,2018). I have applied the five stages as a checklist while
planning, testing and creating online advertises and also reviewing the websites of our
organization. First of all, it has been ensured that critical elements on the website are placed as
‘high and early’. Instead of pay per click, the cost per thousand impression adverts (CPM) and
the call to action adverts have been used. These format are more potential and provide greater
disclosure to our target audience.
The best way to gain attention is the social media presence. Bigger and elaborate banner
adverts on social media websites such as Facebook and Instagram helps to gain huge attention
due to their popularity. We have used colorful and captivating headlines on the social media
pages to become catchier to the viewers According to the Hofacker’s model a site map is the best

way to guide the web visitors. Our organization has applied this tactic in such a way that the
visitors are compelled to browse our website and get sunk into the pages.
keeping in mind the principles of the model, our organization has focused on keeping the
adverts clear and understandable to the viewers. The content of the site is balanced and managed
in an order along with a navigation bar to avoid much complexity and confusion of the visitors
(McDONALD, 2016). An automated range of options have been provided on the website which
is helpful for recalling the websites. These are ‘follow me’ marketing, abandoned basket emails,
retention of products in a basket up to 6 days later. These options help to keep the websites in
quick access of the mind of the viewers after they have explored a good deal on the website but
have not purchased anything.
Conclusion
Therefore, from the above discussion it can be said that marketing of the distribution
channels is necessary as they make the target audience educated about the brand and the brand
products. Distribution channels can be direct or indirect. The Hofacker’s five stage customer
communication process is one of the best models for evaluating how well the website of a
particular organization works.

Reference
Chernev, A. (2018). Strategic marketing management. Cerebellum Press.
Filieri, R., Hofacker, C. F., & Alguezaui, S. (2018). What makes information in online consumer
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Gans, J., & Ryall, M. D. (2017). Value capture theory: A strategic management review. Strategic
Management Journal, 38(1), 17-41.
Lu, Q., & Liu, N. (2015). Effects of e-commerce channel entry in a two-echelon supply chain: A
comparative analysis of single-and dual-channel distribution systems. International
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McDONALD, M. A. L. C. O. L. M. (2016). Strategic marketing planning: theory and practice.
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