Marketing Channels - How Do You Choose The Right Ones? 

Are you trying to figure out how to allocate your budget between different marketing channels? Or are you starting to suspect that your previous marketing channels may have not been the best? New marketing channels are sprouting all the time, how do you know if you have to be in TikTok or Snapchat, or is just the printed media enough for our company? We put together a few ideas to make it easier for you to reflect on your own marketing channels!

Marketing channels in the 2020s

Marketing channels can be divided into digital and non-digital, i.e. the so-called traditional channels. The number of digital channels is constantly growing, but the biggest and most popular digital marketing channels are the Google search engine (aka Google Ads, formerly known as Adwords), display advertising (often referred to as banners), social media paid marketing, and various forms of affiliate marketing such as blogging. Digital marketing channels also include Search Engine Optimization, email marketing, unpaid social media marketing and of course websites. 

The traditional ones are, for example, television, radio, outdoor advertising and, for example, film advertising, as well as various sponsorships.

Which marketing channels are right for your business?

This question cannot be answered without a counter-question: who are your target audiences? This is because different audiences use marketing channels differently. Your product or service also matters when choosing marketing channels. The grocery store advertises the week’s food offers several times on TV during the evening, because the target group, i.e. the parents who are responsible for buying food, are then in front of the screen. TV advertising, on the other hand, may not be the right marketing channel for a company in the heavy metal industry, for example, which is trying to reach only players in a particular industry. In TV advertising, their budget would be completely wasted and for this reason, a better choice would be digital channels. There you can better target the message for just the right people. In short, a poorly chosen advertising channel can become really expensive.

This is how you choose the marketing channels for your business

Do a quick exercise to help you figure out which marketing channels might be right for your business. Write on paper your:

• target group
• marketing budget
• marketing goals (these should, of course, support the goals of the entire business)

Then quickly recap the pros and cons of different channels. Through them you can think about which marketing channels are right for your business.

When you don’t want to pay in vain: Focus your messages precisely on digital channels

In our extensive experience, digital channels allow for the best targeting methods. For example, you can target your message to people who have visited your site, or you can build an audience of, for example, men between the ages of 24 and 30 who like to knit. Building audiences in social media channels is the easiest of all. This way, you target your marketing budget only to the audience you perceive as potential, and you don’t pay for unnecessary contacts. It is thanks to the precision of this advertising that Kubla specializes in digital channels, enabling us to provide the best added value to our customers.

If your product truly suits everyone and you are aiming for large sales volumes, choose wide reach

Traditional marketing channels still reach people well, the prime time of TV, i.e. the best time to watch in the early evening, is one of the best ways to reach wide audiences. Keep in mind that a one-time presentation of your ad is not enough. You also need repeat marketing. Therefore, you need other channels for wide reach. Unlike before, the front page of the newspaper no longer reaches as many pairs of eyes today, but does serve as an effective means as part of another campaign. The same goes for all print advertising. The most common way is to combine traditional and digital marketing to reach the largest possible target group.

When your budget is low, choose low-cost channels

The cheapest paid channels are definitely digital channels, especially social media. This is for two reasons: precise targeting for just the right audience doesn’t result in wasted money, and the way you buy is more efficient than traditional channels: you only pay for clicks, or even for clicks that end up in your purchase.

Other affordable ones are email marketing, organic or unpaid social media and Search Engine Optimization. These channels do not use a media budget at all, but work and software costs are part of them. These so-called organic marketing channels are growing in popularity all the time.

The best channels for B2B marketing

Take advantage of inbound marketing tools. This means data, CRM system and marketing automation, which is advanced email marketing, with the help of B2B marketing. You support inbound marketing best with paid marketing, especially on LinkedIn and Facebook.

Finally

Now bring up the note you wrote about your audience and goals: Did you find the right channels? If you are not quite sure which marketing channel you can best reach your target audience with, you should contact Kubla so that your advertising budget is not wasted. We will be happy to tell you more about marketing channels and discuss more about which channels are right for your business!

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