In the previous post about the marketing flywheel model, we ended with the idea of placing specific content at each touchpoint in the buying journey. Since the buying journey can be very complex with several touchpoints – especially in today’s digital age – the goal would be to distribute a mix of content and brand experiences across a mix of channels. This marketing mix would be informed by your marketing research so you know what channels your target audience uses to consume content. In other words, meet your customers where they are. Use the channels that they use. Offer them entertaining, educational, experiences that you know will resonate with them at a given stage in their buyer journey.
Examples of traditional marketing channels: billboards, TV and radio broadcasting, direct mail, telemarketing, newspaper/magazine/print
Examples of digital marketing channels: email, display ads, social media, website, search, podcasts, video, text, webinars
It’s harder to target and segment with traditional marketing, therefore making it harder to justify budget for it. The media can come with a level of refinement that makes it difficult or impossible to change or iterate on the fly. Digital marketing allows for better targeting and segmentation, along with easier iteration (a landing page can be changed instantly for example). However, since digital is easier to enter, it can be more competitive. It’s also highly dependent on technology which is constantly evolving and presents a challenge to keep up.
Suffice to say, which channels you use and to what degree totally depends on your goals. The next post will frame marketing goals.
Want to learn more about Marketing? See my Marketing Framed publication for these key topics:
marketing, market, TAM-SAM-SOM, market research, go-to-market, product-market fit, positioning, marketing funnel, marketing flywheel, marketing mix, marketing goals, marketing strategy, marketing execution, marketing budget, brand marketing, content marketing, copywriting, storytelling, marketing projects & initiatives, marketing project management, marketing agency, marketing technology, marketing automation, marketing & AI, marketing analytics, marketing metrics
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