Choosing channels - How to select the most effective marketing channels
With so many channels to choose from, it’s not that easy to get the balance right.
Your brand is every perception of every experience associated with your company – from using your website to speaking with a representative over the phone. Every single marketing channel you use is important. However, selecting the most effective marketing channels and getting the mix right is not as simple as it used to be.
The media channels that you choose to bring your marketing strategy to life are just as important as the messages that you communicate on these platforms. This is because each channel creates a unique customer experience – which impacts the extent to which your message resonates with your audience.
We look in detail at some best practice recommendations and five key steps to take when choosing your channels:
- Let the consumer guide you
- Combine carefully
- Be relevant
- Gather both data and insights
- Measure and test
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