Choosing digital marketing channels is a resource decision. A business should invest where its audience, offer, skills and measurement capabilities create a credible path to results.
This practical guide explains digital marketing channel selection through clear priorities, ownership and measurement.
Start with audience behaviour
Start with audience behaviour requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Match channels to the buying journey
Match channels to the buying journey requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Assess creative and operational capacity
Assess creative and operational capacity requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Estimate economics and time to learn
Estimate economics and time to learn requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Run controlled channel tests
Run controlled channel tests requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Review contribution across the journey
Review contribution across the journey requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Implementation checklist
- Define the objective and audience.
- Assign an accountable owner.
- Use reliable data and customer feedback.
- Document decisions and review dates.
The right channel mix is focused and adaptable. Earn confidence through disciplined tests before expanding spend or complexity.