Making the right marketing channel decisions

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Q&A feature for Insider South West, June 2019


Successful marketing happens when you send the right message to the right people at the right time. Delivering that message via the right marketing communications channel is also critical. 

What actually is a marketing communications channel?

A marketing communications channel, sometimes called a media channel, is simply the way in which you deliver your message to reach your target audience. Traditional channels include television, radio, and print. The term ‘digital’ is used for options such as websites, email, and social media. It’s important not to forget the importance of face-to-face as a communication channel and the power of networking, both online and offline.

How do I decide what channels to use for my marketing?

There are a number of factors to take into consideration, including budget. The decision should always be guided by your target audience, and where you are most likely to find them. I like the phrase ‘fish where the fish are’. You do of course also need to use the right bait! All channels can work if the message is clear, compelling and relevant, but if the messaging isn’t right, just because you can reach your target audience via certain channels, there’s no guarantee that your marketing is going to be effective. The key to success is understanding your target audience in terms of their interests, values, needs, and desires, and delivering relevant content to them at the right time and in the right place.


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