Ideally, a brand should use all media channels tin spreading the message about its products or services. Unfortunately, most marketing budgets aren't that big. Marketers have to carefully choose which channels to use, as the wrong choice can have very negative consequences.
The Big Channel between Channels
Marketing channels are the platforms that deliver your message to your audience. There are basically as many channels as media but technology has divided them into two large groups: traditional and new media.
Traditional media is composed of channels that have been with us for decades, if not centuries. It includes everything from print publications to radio and television, and even face-to-face interactions. This is particularly effective for older demographics that grew up with these forms of media, and who find it hard to change their habits. However, their ubiquity still ensures their relevance for almost all audiences.
New media is a product of the modern digital age. All channels are now linked with the Internet through websites, social media, email, mobile, and search engines. Generally, new media appeals to younger demographics, especially digital natives, such as millenials and Generation Y who grew up as these technologies became mainstream. But keep in mind that many older people have become accustomed with new media through work or their increasing pervasiveness in everyday life.
To maximize and guarantee ROI, the choice of channel should take three factors into consideration.
Campaign Goal. Certain channels lend themselves better to particular objectives than others because of their nature. Identify your goal. Is it brand awareness? Leads? Sales? Pure brand awareness may be better achieved in print or broadcast media, while email can still pull in the numbers for lead generation for B2B or product sales.
Target Market. Different media channels attract different audiences. Use the channel that makes the most sense. Does your brand want to engage young graduates? Then social media might be your best chance. Does your company want to become known to c-level professionals? Then having an article published in a prominent newspaper's business section or in an industry publication is your correct route.
Message. Always consider the desired effect of your message. Traditional media has a certain gravitas associated with it, which can't be replicated online because pure Internet content has the reputation of being untrustworthy. Announcing a stock split in Facebook would not be taken as seriously as it would in print.
By considering all these factors and choosing an appropriate channel, your brand will be able to launch a successful marketing and PR campaign.
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