Channels of Online Marketing – A Guide to Choosing the Right Marketing Channel

In a world full of information, consumers have learned to rely heavily on reviews, blogs, and other online content to decide what products are worth their while. According to HubSpot’s 2018 State of Marketing & Advertising Report, 89% of Gen Z, 75% of millennials, and 66% of the adult population look to online reviews for product recommendations. Even more impressively, 27% of consumers have gone as far as purchasing an item solely based on an online review.

To get the most out of your marketing efforts, you need to understand how different generations use the web and what challenges they face. This article will help you choose the right marketing channel to reach your audience and make the impact you’re looking for. We’ll cover each channel in detail, including:

Traditional Media

The world of traditional media is changing as the lines between television, radio, and the internet become blurred. People are listening to radio stations and watching videos online that promote brands. Despite these changes, there are still plenty of benefits to using traditional media to promote your product or service.

Newborn Baby TV Monitoring Devices

Television commercials, magazine spreads, and posters in stores all serve one purpose: to get you to buy a product or service. For decades, the message was simple: ‘Watch TV to learn about the latest products’. While this may still be the case, the media landscape has changed and now encourages you to be educated about products while you’re engaging with content in other ways.

A 2017 report from YouGov and Biggest Fan reveals:

  • 53% of American adults avoid ads while using social media
  • 38% seek products and services online before buying in stores
  • 14% use both online and store-based research

The report also noted that 55% of Millennials trust online reviews as much as recommendations from friends and family, while 44% rely on product images.

The Rise of TikTok

Content creators on TikTok understand the power of the right marketing channel; they constantly measure the success of their videos by the size of their audience. With many millions of users, you may think that TikTok would be difficult to market on. However, with the right approach, you can use this platform to reach your audience and make a lasting impact.

Marketing Channels to Reach Gen Z, Millennials, and Digital Natives

If you want to target these three important audiences for your business, you need to tailor your approach, strategy, and content to fit their needs.

With 88% of millennials and 81% of Gen Z using TikTok and other apps like it, the opportunity to target this audience through these platforms is huge. In fact, 68% of Gen Z use TikTok to learn about the products and services brands share, compared to 49% of millennials.

Based on our research and experience, here are four tips to help you choose the right marketing channel for your product or service:

1. Find your why.

When you choose a marketing channel, you’re also choosing a method of delivering your message to the public. Every major choice you make, from the type of content you produce to the platform you use, has a purpose. Consider why you’re making these decisions and what you hope to achieve by using these methods.

2. Measure your results.

Just because a channel exists doesn’t mean you have to use it. Just because a platform exists doesn’t mean you have to use it. Each choice you make should be driven by hard data and the desire to achieve specific results. In our upcoming report, We’ll walk you through how to choose a marketing channel that fits your brand and the data that backs up your decision.

3. Test.

No channel is perfect for every business. Just because a platform exists doesn’t mean it’s the right fit for your company. Do your research and test different platforms, apps, and channels to see which one(s) work best for you.

4. Be consistent.

The key to a successful campaign on any channel is to be consistent. Many businesses fail to grasp the significance of this step and think that just because they produced one or two viral videos and got some press coverage that their campaign was a success. Well, it was – but that’s all it was. If you want to see your efforts bear fruit in the form of sales, you need to keep up the good work by continually engaging with your audience on social media.

Choosing The Right Marketing Channel Starts With A Vision

To start the process of deciding what channel to use, you need to develop a clear vision of your target audience. What do they value? What are their interests? Having a clear picture in mind of who you’re trying to reach will help you choose the right tool, platform, content, and method to get your message out there.

For example, if your product relates to fashion and you want to target women between the ages of 18-24, then using Instagram to reach this audience might be a good fit. If your product is aimed at the over-50s, using Snapchat might be a better choice since you can customize content to be more relevant to this audience. Whatever your vision may be for your product, prepare to be flexible while you choose your marketing channel since the options are endless.

Look Into The Future Of Marketing

While you’re busy choosing which channel to use for your product or service, also consider what’s next? Which platforms or methods will be relevant in the future? You might surprise yourself with what you discover and how effective content can be when delivered via podcast, for example.

Looking towards the future of marketing, HubSpot’s research indicates that podcasts will emerge as a major form of content in 2022, attracting 25% of the total consumer market share. Additionally, 41% of consumers expect to try a new brand or product based on a podcast they’ve heard about, while 35% expect to purchase a product or service based on a podcast they’ve heard about.

In 2022 and beyond, marketing and advertising will become even more integrated, personalized, and relevant to consumers’ needs. As a result, the way we experience, interact with, and research products will change forever.