Choose the right channel for effective marketing, expert says

Executives in marketing jobs must identify the most appropriate channel for promoting their message to ensure their strategies are effective, an expert has claimed.

There is little point pitching a marketing campaign through a channel unlikely to be picked up by its intended audience, suggested the Marketing Magician Stefan Drew, owner of stefanandrew.com.

He said: “The first question you have got to ask yourself is where are my audience?

“If I was advertising to young people, where would I find young people these days? Facebook. Putting an advert in the paper will not reach young people.”

Conversely, those targeting people in retirement should consider newspapers as an appropriate channel as older people still tend to read them, whereas many are not so inclined to use social media.

To reach young people interested in sport, it might be advisable to advertise in a relevant magazine or e-zine, while business people can be targeted on sites like LinkedIn.

Mr Drew concluded: “It is about choosing the right channels for your marketing.”

According to the Econsultancy 2012 Email Marketing Platform Buyer’s Guide, the UK email marketing industry grew by 15.5 per cent last year.

Posted by Steve Williams

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