How do you pick the right marketing channel
There are over 30 marketing channels in existence today. Traditional marketing, Direct marketing, online marketing, social media marketing, search engine marketing, mobile marketing etc.
As a business owner or the marketing manager, how do you correctly choose which mediums to engage. Unless you are an enterprise company or have a lot of money to throw around, it is very hard to engage all of these marketing channels.
Do you need to use all of these marketing channels?
No. You should work on a channel(s) which your target audience will most likely interact with.
How do you pick the right marketing channel for your target audience?
Do some research on the audience. By research you don’t have to run focus groups, all you have to do is think what marketing channels your target will use.
- What age-group are they?
- What social networking site do they use?
- Do they watch a lot of TV?
- Would they drive to work and listen to FM on the way?
- Do they use e-book readers?
- Are they hip and music oriented?
- Do they go to pubs?
- Do they subscribe to newspapers?
- What can the content of the going to be more interested in?
- What kind of mobile are they most likely to use?
The more you know about the audience or that target market, the better you can focus your marketing and advertising around channels that they are more likely to be interested in and interact with. If you have a tracking and reporting analytics system on your website, you can get answers to some of these questions through that.
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