Channel Planning

Effective marketing considers both channels and communication techniques needed to enable customer acquisition for particular service or product categories. Each channel has its weaknesses and strengths, costs and benefits, limits and freedoms, and must be scrutinized carefully to understand how it will or won’t improve the campaign strategy. Therefore, let’s discuss how to determine which digital and traditional channels to use for your campaign.

Target audience measurement

First, measure where the potential audience is spending their time. Determine who you want to target; for instance, are you targeting an older demographic that primarily uses TV, email, Facebook, and radio – or are you targeting Gen Z, who are heavy users of TikTok, CTV and new digital media platforms. Use top content creators and brands in your vertical and analyze their audience engagement across several channels. Meaningful metrics to use include content engagement, audience size, video views, and mobile app usage.

Allocate marketing budget across multiple channels

Establish an overall budget for the campaign and then divide the budget amongst targeted channels. Understand that doubling the campaign budget of a high-performing channel may not proportionally increase performance. Therefore, never rapidly invest a massive amount of money in campaigns. Instead, consider running more ads, targeting new markets, or more keywords to determine which channels are getting more results in terms of reach, impressions, views, and conversions.

Determine how to schedule the campaigns across multiple channels

A campaign schedule will help keep you organized; however, there’s no one-size-fits-all perfect schedule. The ideal timing and frequency of the campaign across multiple channels will depend on your targeted industry and audience, among other things. Moreover, some channels can be active during the campaign’s life, while others will provide a better lift by overlapping during specific moments in the campaign. For longer campaigns, this is more difficult as you must adequately plan the budget for the campaign’s duration. For example, a campaign that will be active for 3 months may not necessarily have all paid channels running during the entire duration to be cost-effective. Therefore, campaign scheduling is essential to enhance your chances of achieving goals. 

Track campaign channel utilization

If you’re not using a campaign management platform, create a spreadsheet to document which channels have been utilized for campaigns. Use spreadsheets for items like content and financials. For example, you can track ad spend, budgets and ROAS (return on ad spend). Spreadsheets can also be used to manage campaigns, ad effectiveness, social media posts, blog calendars, web traffic, SEO, and many other metrics.

Gather learnings for creating your next channel plan

Do some in-depth market research to find which platforms your audience is using more in that timespan and mold your campaigns and content to their expectations. Then, you need to constantly track the results to determine how well the campaigns and channels are performing and what tweaks should be done. Essentially, channel planning is all about delivering what the customers need and where and when they need it – vital knowledge that’s driven by data.

Conclusion

By integrating digital and traditional marketing channels, you can attract a potential audience in their preferred way; furnish and motivate sales and marketing teams, and maximize your chances of achieving your desired business goals. 


Rolanda Gregory ©2022
All Rights Reserved.

Omni-Channel Campaigns…Connecting the Dots

Intersecting circles

When launching a new service, product or startup, it’s important to do so from an integrated and connected perspective. Marketing campaigns should be planned strategically across all available marketing channels. If a particular channel isn’t utilized it’s important to understand and notate why.

Creating awareness and buzz is best done in concerted partnership across multiple marketing channels, leveraging the audience and strengths available in each channel.  Omni-channel marketing ensures that you’ve covered all the bases.

Once the purpose, theme, budget and schedule are determined, drilling down to analyze each marketing channel is necessary.  Campaigns aren’t one size fits all, so a strategic play on how to utilize digital, traditional and out-of-home, as well how as how key tools such as targeting and segmentation impacts your messaging are important. How you communicate on social media platforms such as Facebook and Twitter, can be decidedly different from Email Marketing, Radio, Banner Ads, Direct Mail, PPC or DRTV so it’s necessary to create customized copy for each channel that ladders up to your overall campaign theme and message.

Measurement is crucial in understanding what roles marketing channels play in the performance of your campaign.  Implementing multi-channel attribution tools can assist in this area.  While you may not see a direct conversion from some channels, knowing which channels are introducers and influencers are just as critical as knowing which ones are closers.

When launching marketing campaigns, do not do so in separation.  Leveraging at least multi if not omni channels will yield better performance.  I have witnessed organizations that launch campaigns in isolation – with different teams being responsible.  The email team is launching a totally different campaign and message than the social team, etc. with no integration or coordination from the top.  Creating an editorial and acquisition marketing calendar will help coordinate the efforts of multiple teams, and ensure everyone is on-message.

On your next campaign, utilize omni-channel marketing to engage consumers on their turf and to see a lift in performance.


Rolanda Gregory ©2016
All Rights Reserved.

Knowing Your Audience

When it comes to marketing, knowing your target audience is key.  Sophisticated organizations understand that there is no one size fits all when it comes to advertising.  Therefore these organizations utilize targeting, segmentation, look-alike models, and personalization to ensure that the content of their marketing campaigns speaks directly to the intended audience.

Historically, the financial and investment services industry has been very buttoned-up and conservative when it comes to marketing.  However, that’s changing with the likes of companies such as Wealthfront who are shaking up the financial status quo.  Wealthfront understands the relationship between its message and its audience.  The following commercial runs on cable TV channels frequented by Generation Y viewers, that you simply wouldn’t expect from a financial services organizations – yet, this is the very thing that is setting Wealthfront apart from the competition.  It really gets interesting at 0:43.

However, let’s not be fooled.  Wealthfront chooses it content and messaging carefully when advertising on more conservative cable television channels such as FOX News.  See what runs there.

Notice the lack of lifestyle images, people, humor and butt-grabbing.  Instead the visuals are of graphs and value propositions.

Knowing your customer base and target audience is instrumental in creating the right types of marketing campaigns.  How you message to your target demographics should remain consistent through the entire customer journey – from lead generation to retention marketing.  Your customers aren’t cookie cutter, and your marketing campaigns shouldn’t be either.


Rolanda Gregory ©2016
All Rights Reserved.