Identify Target Audience and Channel Suitability
Determining the most effective channel mix is a cornerstone of digital marketing. There are many things to keep in mind, but I usually start by thinking about who the target customer is for the messaging. Where do these customers spend their time? Where would they be most likely to see the message and most likely to be receptive to the message? What kinds of channels are suitable for sharing the content? For example, B2B content for IT consulting services might not be the most effective to share via Snapchat or TikTok, but it would work really well on LinkedIn or Twitter.
One pitfall you have to be really careful to avoid is putting together strategies that have a negative impact on your brand. Maybe you put together an amazing video, but you pushed it so hard on YouTube that customers are sick of watching it. Maybe you created a sleek and professional call to action, but ran it broadly on Facebook and didn’t manage to reach your audience or even diluted the message.
When I spent some time working in news media advertising, one concern that advertisers often had was that they didn’t want their products to pop up on negative articles or stories with messages that clashed. If you were advertising a luxury brand vehicle, for example, it wouldn’t be the best look to have your ad appear on a page detailing the impacts of the auto and oil industries on global warming. Tailoring your message to both your audience and the channel takes a lot of research and careful consideration, but it’s worth doing the legwork to make sure your efforts don’t backfire or go to waste.
Check out the full article at AdvertisingExperts.io