Drawing from my accumulated experience in digital marketing, this article provides an insightful overview of marketing communication (Marcom) channels and strategies. To streamline understanding, I’ve categorized marcom into three main groups:
1. Mainstream Digital Marcom Channels
2. Additional Digital Marcom Channels
3. Traditional Marcom Channels
PS: Like many of my previous articles, I like categorizing or grouping the things I’ve learned. This approach is my way of managing knowledge and applying structured thinking to complex topics.
What is Marcom
Marcom, short for Marketing Communication, refers to the strategies and methods businesses use to deliver messages about their products or services to their target audience.
It encompasses a wide range of channels, including digital platforms like social media and email, as well as traditional mediums such as print, TV, and events.
The goal of Marcom is to build brand awareness, engage customers, and drive desired actions, such as making a purchase or fostering loyalty.
Understand the 5 primary senses of human
Humans rely on five primary senses: sight, hearing, smell, taste, and touch. Among these, sight and hearing play a crucial role in how information or messages are communicated.
Text or images primarily engage our sense of sight, while audio content like podcasts triggers our sense of hearing. Videos, on the other hand, combine both sight and hearing, creating a more immersive communication experience.
With the above introduction in mind, let’s get started.
1. Mainstream Digital Marcom Channels
I define ‘Mainstream Digital Marcom Channels’ as channels that are almost universally suitable—or even essential—for most businesses and industries, serving as critical communication tools for many organizations.
1. Website (SEO)
Website
Among the many Marcom channels, a website is arguably a must-have. Without a corporate website, it can be challenging for a business to convince others of its professionalism, credibility, and trustworthiness. A website serves as your primary digital business card or essentially your menu.
Having a website is also an excellent platform for publishing long-form content, such as blog posts, articles, company news, and more.
Unless you’re selling nasi lemak at the roadside or bubble milk tea at a pasar malam, you can probably skip the website; a Google Business Profile or social media profile should suffice.
Search Engine Optimization, SEO
When you have a business or corporate website, it’s essential to implement SEO (Search Engine Optimization).
SEO involves optimizing your website to improve its visibility on search engines like Google, making it easier for users to find you online.
Without SEO, it becomes difficult for Internet users to discover your website—like selling nasi lemak from your condo instead of a busy marketplace, where only those who already know you might buy from you.
Identify your Search Engine(s)
You also need to identify your ‘playground’—the search engine you’ll focus on. While Google is often synonymous with search engines due to its prominence and market share, other popular options include Bing, Baidu, Yahoo, and DuckDuckGo.
Generally, Google is a must-have, with other search engines serving as complementary platforms. However, if your marketing strategy is region-specific, such as targeting China, then Baidu SEO becomes essential.
Google is the dominant search engine globally, commanding the largest market share and serving as the go-to platform for online searches. Its vast reach and sophisticated algorithms make it the cornerstone of most SEO strategies.
Bing, owned by Microsoft, is a popular alternative to Google, offering unique features like integrated search with Microsoft Office tools and enhanced image and video search capabilities. It holds a significant user base in certain regions and demographics.
Baidu is the leading search engine in China, catering specifically to Chinese users and websites. It is a critical platform for businesses targeting the Chinese market, as Google is somehow restricted in the region.
Further Reading:
Yahoo: Once a leading search engine, Yahoo remains notable in specific markets and is powered by Bing’s search technology.
Yandex: The primary search engine in Russia, offering tools and services tailored to Russian-language users and websites.
DuckDuckGo: A privacy-focused search engine that doesn’t track user data, appealing to those seeking anonymous browsing.
These platforms complement Google and can be essential depending on the target audience or geographical focus.
Further Reading:
Search Engine Marketing, SEM
Search Engine Marketing (SEM) involves promoting your website by increasing its visibility on search engine results pages (SERPs) through paid advertising. It allows businesses to target specific keywords and demographics, driving traffic to their websites quickly and effectively.
For example, using Google Ads, a business selling fitness equipment can bid on keywords like “buy treadmill online” or “home gym equipment.” When users search for these terms, the business’s ad appears prominently, increasing the chances of attracting potential customers.
2. Social Media
- Facebook remains one of the most popular social media platforms globally, offering diverse features like posts, groups, and targeted ads.
- Suitable For: Businesses of all sizes, including retail, e-commerce, and community-driven brands.
- Geographical Region: Especially effective in Southeast Asia, the Americas, and Europe.
- Instagram focuses on visually appealing content, with features like stories, reels, and shopping integration.
- Suitable For: Industries like fashion, food, travel, lifestyle, and e-commerce that rely on aesthetics and visual storytelling.
- Geographical Region: Popular globally, especially among younger demographics in urban areas.
- X (formerly Twitter) is ideal for real-time updates, customer engagement, and thought leadership.
- Suitable For: Tech companies, media outlets, customer support, and personal brands.
- Geographical Region: Strong presence in the US, Japan, and India.
- LinkedIn is a professional networking platform, ideal for B2B communication and talent recruitment.
- Suitable For: Corporate businesses, recruitment firms, educational institutions, and industries seeking professional engagement.
- Geographical Region: Widely used in the US, Europe, and increasingly in Asia-Pacific regions.
- XiaoHongShu 小红书 is a Chinese social platform focused on lifestyle and product reviews, blending social networking with e-commerce.
- Suitable For: Fashion, beauty, travel, and consumer goods brands looking to target Chinese-speaking audiences.
- Geographical Region: Predominantly used in China, with growing popularity among Chinese communities worldwide.
Digital Marketing in China
- Reddit is a community-centric platform organized into niche communities (subreddits) where users discuss, share, and interact on specific topics.
- Suitable For: Businesses in tech, gaming, education, or niche industries looking to engage deeply with specific interest groups. Ideal for generating awareness, getting feedback, or fostering community engagement.
- Geographical Region: Popular in the US, Canada, and parts of Europe, but with limited reach in Asia.
- Quora is a Q&A forum where users ask questions and get answers from experts or community members. It’s a platform for knowledge sharing and thought leadership.
- Suitable For: Industries like tech, consulting, education, and health where businesses can establish expertise by answering relevant questions.
- Geographical Region: Popular in English-speaking countries, with growing adoption in India.
Weibo
- Often referred to as “China’s Twitter,” Weibo is a microblogging platform combining elements of Twitter and Instagram, widely used for news, entertainment, and marketing campaigns.
- Suitable For: Fashion, entertainment, beauty, and brands targeting a younger Chinese audience.
- Geographical Region: Predominantly used in mainland China.
3. Video Sharing Social Platforms
YouTube is the largest video-sharing platform globally, offering long-form video content and monetization opportunities through ads and partnerships. It caters to a diverse audience and supports educational, entertainment, and promotional content.
Suitable For: Businesses in education, technology, lifestyle, entertainment, and e-commerce. Ideal for tutorials, product reviews, brand storytelling, and advertisements.
Geographical Region: Popular worldwide, with strong user bases in the Americas, Europe, Asia, and increasingly in Africa.
TikTok focuses on short-form, engaging video content with a strong emphasis on trends, creativity, and user-generated content. Its algorithm effectively promotes viral content and encourages brand interaction through challenges and campaigns.
Suitable For: Fashion, beauty, food, travel, and brands targeting younger audiences. Ideal for quick product showcases, storytelling, and user engagement.
Geographical Region: Globally popular, especially in the US, Southeast Asia, China (as Douyin 抖音), and Europe.
Vimeo
- Vimeo is a video-sharing platform known for its high-quality, professional-grade content and strong creative community.
- Unlike YouTube, it caters to businesses and creators focusing on ad-free, polished video presentations.
- Suitable For: Creative industries, filmmakers, marketing agencies, and businesses showcasing high-quality portfolios, training videos, or product demos.
- Geographical Region: Popular in the US, Europe, and among professional communities worldwide.
Dailymotion
- Dailymotion is a video platform that offers a similar user experience to YouTube but with a smaller user base.
- It’s often used by brands targeting niche markets or looking for an alternative video-sharing option.
- Suitable For: Media companies, news outlets, and content creators aiming to diversify their reach in markets where Dailymotion has a foothold.
- Geographical Region: Popular in Europe (especially France, where it originated), parts of Asia, and some regions of Africa.
BiliBili
- BiliBili is a Chinese video-sharing platform with a focus on anime, gaming, and youth culture.
- It supports a wide range of content, including e-sports, music, and vlogs, and features a highly interactive community.
- Suitable For: Gaming, entertainment, anime, and brands targeting younger Chinese audiences and niche interests.
- Geographical Region: Predominantly used in mainland China, with growing influence among Chinese-speaking audiences globally.
4. Email
Email as a Marcom Channel
Email is a reliable and cost-effective marketing communication channels. It allows businesses to connect directly with their audience, delivering personalized messages, promotions, newsletters, and updates.
Email is versatile and suitable for various purposes, from nurturing leads and building customer relationships to promoting products and driving conversions.
Advantages of Email Marketing
1. Direct Communication: Emails go straight to the recipient’s inbox, ensuring a high level of engagement.
2. Personalization: Emails can be tailored to individual preferences and behaviors, enhancing user experience.
3. Cost-Effective: Compared to other channels, email marketing is budget-friendly, offering a high ROI.
4. Scalable: Suitable for small businesses and large enterprises, scaling as your audience grows.
5. Measurable Results: Tools provide insights into open rates, click-through rates, and conversions, helping to optimize campaigns.
Popular Email Marketing Tools:
- Mailchimp: Known for its ease of use and robust features like templates and analytics.
- Constant Contact: Offers excellent support and tools for email campaigns and surveys.
- HubSpot: Provides advanced automation and integration with CRM systems.
- SendinBlue: A versatile tool with email and SMS marketing capabilities.
- Campaign Monitor: Focuses on beautifully designed emails and detailed analytics.
- ActiveCampaign: Known for its automation and personalization capabilities.
- Zoho Campaigns: Affordable and integrated with Zoho’s suite of business tools.
5. Instant Messaging Platforms
WhatsApp is a widely used instant messaging app that supports text, voice, and video communication. It’s popular for personal and business interactions due to features like broadcast lists, group chats, and WhatsApp Business tools.
Geographical Region: Dominant in Europe, South Asia, Southeast Asia, Latin America, and parts of Africa.
Telegram is a cloud-based messaging app known for its robust security features, large group capacity, and channel functionality for broadcasting content. It’s popular among tech-savvy users and for community-building.
Geographical Region: Popular in Eastern Europe, the Middle East, and parts of Asia.
WeChat is more than a messaging app—it’s an all-in-one platform offering chat, payment, e-commerce, and social media features. It’s essential for personal and business communication in China.
Geographical Region: Predominantly used in China and by Chinese-speaking communities worldwide.
Messenger, integrated with Facebook, allows seamless communication between users and businesses through text, video, and chatbots. It’s often used for customer support and marketing campaigns.
Geographical Region: Strong presence in North America, Europe, and Southeast Asia.
Line is a messaging app with additional features like stickers, games, and payment integration, catering to casual and business use.
Geographical Region: Popular in Japan, Taiwan, and Thailand.
Snapchat
- Snapchat is a multimedia messaging app known for its disappearing messages and filters, catering to younger audiences.
- Geographical Region: Popular in North America and parts of Europe.
Discord
- Originally designed for gamers, Discord is now used by various communities for group communication, including text, voice, and video.
- Geographical Region: Popular among gaming and tech communities worldwide.
- Tencent QQ is a Chinese instant messaging platform that offers chat, entertainment, and gaming features, catering to a younger demographic.
- Geographical Region: Primarily used in Mainland China.
2. Additional Digital Marcom Channels
I define “Additional Digital Marcom Channels” as platforms that aren’t suitable for all businesses or industries. They are typically applicable to specific niches and act as supplementary tools to mainstream Marcom channels. These channels are also distributed digitally or via online.
1. Mobile App
Not all businesses or companies have their mobile apps, but for those that do, mobile apps serve as a marketing communication channel too.
Apps allow businesses to directly engage with users through personalized notifications, exclusive in-app promotions, loyalty programs, and seamless customer support.
They can also provide valuable insights into user behavior and preferences, enabling more targeted marketing strategies.
For e-commerce, service-based industries, or brands with frequent customer interactions, mobile apps enhance customer experience and foster brand loyalty.
1.1 App Marketplace
App marketplaces are digital platforms where users can discover, download, and update mobile applications. They serve as a bridge between app developers and users, providing a centralized space for app distribution, marketing, and monetization.
Businesses leverage app marketplaces to reach a global audience, increase visibility, and establish credibility for their mobile apps.
1.2 Major App Marketplaces
- Overview: The Apple App Store is the exclusive platform for iOS apps, known for its stringent app review process and high-quality standards.
- Advantages: Offers access to a premium audience, robust monetization options, and strong brand trust.
- Geographical Reach: Global, with a particularly strong presence in the US, Europe, and developed markets.
Apple Search Ads
- Overview: The Google Play Store is the primary marketplace for Android apps, catering to a vast user base across diverse devices and price points.
- Advantages: High reach, flexible app submission process, and extensive monetization options.
- Geographical Reach: Global, with significant presence in Asia, Latin America, and emerging markets.
- Overview: Huawei AppGallery is Huawei’s proprietary app marketplace, designed as an alternative to Google Play for Huawei devices.
- Advantages: Offers a growing user base, especially in China, with regional incentives for app developers.
- Geographical Reach: Predominantly popular in China, with increasing adoption in Europe, the Middle East, and parts of Asia.
1.3 App Store Optimization (ASO)
ASO (App Store Optimization) is the process of optimizing a mobile app’s listing to improve its visibility and ranking within app marketplaces like the Apple App Store, Google Play Store, and Huawei AppGallery.
Similar to SEO for websites, ASO involves using relevant keywords, compelling visuals, and user-friendly descriptions to attract potential users and encourage downloads.
Tools for ASO:
1. AppTweak: Offers keyword optimization, competitor analysis, and performance tracking.
2. Sensor Tower: Provides insights into app performance, keyword rankings, and market trends.
3. App Annie: Tracks app rankings, user reviews, and competitive intelligence.
4. MobileAction: Helps with keyword research, store optimization, and A/B testing.
5. Keyword Tool: Focuses on discovering relevant app store keywords.
1.4 Gamification
Gamification in mobile apps refers to integrating game-like elements into non-gaming apps to enhance user engagement, motivation, and retention.
By incorporating features such as rewards, points, leaderboards, badges, or progress tracking, apps create a more interactive and enjoyable user experience.
For example:
- Fitness apps like Strava use challenges and leaderboards to encourage activity.
- E-learning apps like Duolingo use streaks, badges, and rewards to motivate users to complete lessons.
Gamification taps into users’ intrinsic motivations, making tasks feel rewarding and encouraging them to stay active within the app.
2. Podcast
A podcast is a series of audio episodes, often focused on a specific topic or theme, that users can stream or download to listen to at their convenience.
Podcasts are an effective marcom channel for storytelling, sharing insights, or building loyal audience, especially for industries like education, entertainment, business, relationship, and lifestyle.
Tools to Create a Podcast:
- Audacity: A free, open-source audio editing tool suitable for beginners.
- GarageBand: A free, user-friendly option for Mac users to record and edit audio.
- Adobe Audition: A professional tool with advanced features for high-quality editing.
- Anchor: A free platform that simplifies podcast creation and distribution.
- Buzzsprout: An easy-to-use podcast hosting and analytics platform.
Top 4 Podcast Platforms:
- Spotify: One of the largest platforms for streaming podcasts globally, with a wide range of topics.
- Apple Podcasts: The leading platform for iOS users, offering extensive podcast discovery options.
- Google Podcasts: A free, simple platform integrated with the Google ecosystem.
- Stitcher: Popular for niche audiences, focusing on personalized podcast recommendations.
3. E-Commerce
E-commerce (Electronic Commerce) refers to the buying and selling of goods or services over the Internet. It encompasses a wide range of online business models, including retail (B2C), wholesale (B2B), and consumer-to-consumer (C2C).
E-commerce platforms allow businesses to showcase products, process transactions, and manage orders, offering customers the convenience of shopping anytime, anywhere.
Key components of e-commerce include:
- Online stores for direct selling through your E-commerce website.
- Marketplaces like Amazon, Shopee, and Lazada, where multiple sellers offer products.
- Payment gateways to securely handle transactions.
- Fulfillment in e-commerce is managing and efficiently delivering customer orders from inventory to their doorstep.
E-commerce has transformed how businesses reach and engage customers, making it a new channel for many companies.
Online Stores
Online stores are standalone websites owned and operated by businesses, offering full control over branding, product listings, and customer data, unlike third-party e-commerce marketplaces like Shopee, Lazada, or Amazon, which serve as shared platforms with pre-set structures and limited customization.
Platforms like Shopify, WooCommerce, or Magento help businesses build and manage these online stores with ease, providing tools for design, inventory, and payment integration.
E-commerce Marketplaces
Shopee is a mobile-first e-commerce platform popular for its gamified shopping experience, including daily deals, vouchers, and interactive features like Shopee Live.
Popular Region: Southeast Asia, Taiwan, and Brazil.
Uniqueness: Combines social engagement with e-commerce, appealing to budget-conscious shoppers.
Lazada is a e-commerce platform offering a wide range of products with a focus on fast delivery and seller support.
Popular Region: Southeast Asia.
Uniqueness: Backed by Alibaba, Lazada excels in logistics and integrates with the Alibaba ecosystem.
Amazon is the world’s largest online retailer, offering everything from books to electronics with extensive international shipping options.
Popular Region: North America, Europe, and expanding in Asia and Latin America.
Uniqueness: Known for its massive product selection, Prime membership perks, and reliable delivery network.
TikTok Shop integrates e-commerce with TikTok’s video-sharing platform, allowing users to purchase directly from short videos or livestreams.
Popular Region: Southeast Asia, UK, and expanding globally.
Uniqueness: Combines social media engagement with a seamless shopping experience, leveraging influencer marketing.
5. eBay
eBay is a pioneer in online marketplaces, offering both new and second-hand products.
Popular Region: US, UK, Australia, and parts of Europe.
Uniqueness: Specializes in rare, collectible, and secondhand items.
6. Temu
Temu is a fast-growing e-commerce platform offering ultra-low-cost products across a wide range of categories.
Popular Region: US, Canada, and expanding globally.
Uniqueness: Focuses on affordability and bulk purchasing, appealing to price-sensitive buyers.
7. Taobao 淘宝
A Chinese e-commerce platform under Alibaba, catering to individual sellers and small businesses.
Region: Predominantly popular in China, with some reach in Chinese-speaking regions globally.
Uniqueness: Known for its massive range of products at competitive prices and its social shopping experience.
8. SHEIN
SHEIN is a fashion-focused e-commerce platform known for its trendy, affordable clothing and accessories.
Region: Global, with strong presence in the US, Europe, and Asia.
Uniqueness: Uses data-driven design and a fast production cycle to stay ahead of fashion trends.
Payment Gateways
A payment gateway is a secure technology that processes online payments, enabling customers to pay for goods and services by transmitting their payment details between the merchant’s website and the payment processor, ensuring safe and seamless transactions.
Fulfillment
Fulfillment in e-commerce refers to the process of receiving, processing, packing, and delivering orders to customers. It ensures that products move efficiently from inventory to the customer’s doorstep, often involving services like warehousing, shipping, and handling returns. Efficient fulfillment is key to customer satisfaction and smooth business operations.
4. SMS
SMS (Short Message Service) is a text messaging service that allows the exchange of short, text-based messages between mobile devices. It is a direct and reliable communication channel, often used by businesses for marketing, customer support, and notifications.
5. Webinar
A webinar (short for web seminar) is an online event that allows individuals or businesses to connect with a global audience in real time through video conferencing platforms.
It often involves presentations, discussions, or workshops, making it a powerful tool for sharing knowledge and engaging with participants.
Online Classes
An online class is a structured educational session conducted over the Internet. Unlike webinars, online classes are usually part of a larger course or training program and may include interactive lessons, assignments, and long-term engagement.
How Webinars work in Marketing
- Educating Audiences: Webinars are an ideal platform for sharing expertise, demonstrating products, and addressing audience pain points, positioning your brand as a trusted authority.
- Lead Generation: Registration forms collect valuable contact information, turning attendees into potential leads for follow-up.
- Building Relationships: Real-time interaction fosters a personal connection with the audience, enhancing trust and brand loyalty.
- Global Reach: Webinars eliminate geographical barriers, allowing businesses to engage with audiences worldwide.
- Cost-Effective: Compared to in-person events, webinars are budget-friendly and scalable, making them ideal for businesses of all sizes.
Webinar Tools:
- Zoom: A versatile video conferencing platform widely used for webinars due to its easy setup, screen sharing, and interactive features like Q&A and polls.
- Microsoft Teams: Offers seamless integration with Office 365, making it ideal for professional webinars and corporate training.
- WebinarJam: Designed specifically for webinars, it includes features like automated follow-ups, live chat, and analytics to enhance audience engagement.
WebinarKit: simplifies webinars with automation, live chat simulation, and advanced analytics, making it perfect for businesses to scale outreach and engage audiences effortlessly.
- GoToWebinar: A robust platform with advanced scheduling, engagement tools, and analytics, suitable for businesses of all sizes.
- Google Meet: A simple and reliable tool for hosting webinars, especially for users in the Google ecosystem.
Online Class Platforms:
- Teachable: A popular platform for creating and selling online courses, offering tools for video hosting, quizzes, and progress tracking.
- Thinkific: Provides course-building tools with customizable templates and integrations for marketing and analytics.
- Kajabi: An all-in-one platform for online courses, email marketing, and membership management.
- Udemy: Allows instructors to upload courses and reach a broad audience of learners globally.
- Coursera for Business: Tailored for organizations, offering corporate training and upskilling opportunities.
6. Affiliate Marketing
Affiliate marketing is a performance-based marketing strategy where businesses reward affiliates (partners) for driving traffic, leads, or sales through their referral efforts.
Affiliates use unique tracking links to promote products or services via websites, social media, or email, earning a commission for every successful conversion.
Tools for Affiliate Marketing/Tracking Performance:
-
Post Affiliate Pro:
- A comprehensive tool for managing affiliate programs, tracking clicks, and calculating commissions.
- Offers detailed analytics, fraud detection, and multi-language support.
-
ShareASale:
- A popular affiliate network that connects businesses with affiliates.
- Provides robust tracking features, including performance reports, real-time analytics, and automated payouts.
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Impact:
- A powerful partnership management platform designed for scaling affiliate programs.
- Tracks performance across multiple channels, automates payments, and provides advanced insights into affiliate contributions.
3. Traditional Marcom Channels
As its name suggests, I define ‘Traditional Marcom Channels’ as methods of distributing information through offline means, without relying on the Internet.
These traditional channels, while effective in specific contexts, often work best when integrated with digital strategies to amplify their reach and impact.
1. Offline Events/Activities
Includes trade shows, networking events, workshops, sample distribution, and community gatherings that allow businesses to interact with their audience face-to-face.
- Pros: Personal engagement, builds trust and relationships, immediate feedback, and memorable experiences.
- Cons: Can be costly to organize, limited reach compared to online channels, and is time-intensive.
2. Outdoor Advertising (Billboards, Signboards)
Advertising on physical ad spaces like billboards, signboards, or transit media to capture the attention of passersby.
- Pros: High visibility, strong local impact, and effective for brand awareness.
- Cons: High cost for premium locations, limited targeting capabilities, and difficult to measure ROI.
Interactive Out-of-Home Advertising (OOH)/ Digital OOH
Interactive OOH or Digital OOH refers to advertising displayed on digital screens or traditional outdoor spaces integrated with interactive elements like touchscreens, QR codes, motion sensors, or augmented reality (AR). These ads are designed to engage audiences actively, often encouraging direct participation or further online interaction.
3. Physical Printing Materials
Printing materials are like Newspaper, Magazines, Flyers, Brochures, Business Cards. These tangible marketing materials distributed to convey information or promote products and services.
4. Traditional Media (TV Shows, Radio Stations)
I also refer to this as ‘Centralized Media,’ as we don’t have the freedom to choose what we want to watch or listen to.
Traditional media was once a powerful tool used by capitalists and governments to distribute their intended messages and, at times, misinformation to the public.
Back in the days when the Internet was not prominent, big food and big pharma companies heavily relied on these methods to distribute misleading information, promoting their drugs and ultra-processed foods (often marketed as ‘healthy’) to the public. (IYKYK)
5. Telemarketing
Direct interaction with potential customers through phone calls to secure leads, set appointments, or promote services.
E.g. Cold Calls, Appointment Setting, 1-to-1 Marketing
Conclusion
The above content doesn’t come from a university syllabus but is instead derived from my real-world experience in the field.
I personally believe this is a well-structured blueprint that provides readers with a comprehensive overview of Marcom channels, helping to paint a bigger picture of the vast marketing landscape.
If you think I’ve missed any Marcom channels or you have additional insights, feel free to share—I’d love to hear your thoughts!