Six key principles for identifying and ensuring success in marketing channels

Heather Oldani

Journal of Brand Strategy, 2015, vol. 4, issue 2, 127-133

Abstract: In today's continuously evolving media landscape, consumers expect brands to engage with them over multiple channels. Indeed, 87 per cent of people surveyed want meaningful interactions with brands. Yet only 17 per cent think that brands actually deliver that interaction effectively. With such an opportunity in front of all brand marketers, it is critically important to understand how to set priorities and maximise communication channels in order to engage effectively with customers and other key stakeholders. This paper provides the reader with six key tenets for assessing and establishing channel priorities for a brand's marketing and engagement efforts. Tenets centre on the premise that brands should not try to be all things to all people but rather should identify those channels which both offer the strongest return on investment in reaching very targeted audience segments and which align with the brand's overall voice and content. Often overlooked and critically important is a focus on search and paid amplification in order to ensure broader reach.

Keywords: marketing; channel; strategy; optimising; paid; content; search (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2015:v:4:i:2:p:127-133

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