The best marketing channel selection strategy for advertising!

"If I give you 10 million, how would you spend it?"

This question seems to be only for large-budget companies, but the thinking behind it is worth in-depth study by every manager.

For example:

Which channels to choose?

How to allocate budget?

What is the purpose of each channel?

How to develop a marketing strategy?

How to maximize the effectiveness of each channel?

…

When you break down a problem, you'll find there are many small details that you need to think about.

Due to time constraints, today we will mainly look at “how to choose channels”. What factors need to be considered when choosing a channel? You will get the answer after reading this article.

Your familiarity with channels means whether you can choose the right channels for brand marketing promotion, and also means whether you can achieve good results in the promotion.

Only by understanding the characteristics of various channels can we screen out channels suitable for brand promotion; only then can we formulate different promotion strategies based on the characteristics of different marketing channels .

Here we divide each channel into five categories based on its characteristics: portal, social, search, video, and self-media.

1. Portal

When we talk about portal websites, we immediately think of some big ones like Sina, Sohu and NetEase.

Advantages: high platform trust, high SEO weight

Disadvantages: Inaccurate audience, low traffic

Application: Brand image enhancement, new product launch

channel:

① Large portals: brand activities, new product launches, interviews with celebrities, negative reviews

②Vertical portal: publish some experience sharing, practical tutorials and other content to increase product awareness.

2. Social

Some communities, societies, and forums that are social and interactive in nature belong to the social category.

Advantages: High user stickiness and clear intention

Disadvantages: small audience, uncontrollable topics

Purpose: ① Increase product awareness ② Guide attention ③ Spread word of mouth

The community is highly interactive but time-sensitive, and every high-quality answer in the community can be seen when it is searched.

3. Search

In a narrow sense, you may think of search as Baidu search and Baidu engine. In fact, search in a broad sense includes SEO, ASO (mobile app search ranking), question and answer, e-commerce, life services, WeChat search, etc.

Advantages: Accurate traffic and controllable conversion

Disadvantages: slow effect, difficult to operate

Purpose: Product sales, user acquisition

When writing search articles, you must choose the right keywords. ASO also recommends that you give it a try. It is possible to turn your website into an app, and the effect may be beyond your imagination.

4. Video

Videos are divided into two categories: long videos and short videos:

01. Short videos

Purpose: Build trust, increase product awareness, and increase product sales

Advantages: high credibility and strong monetization capability

Disadvantages: low retention, high technical threshold

02. Long videos

Advantages: high credibility and strong monetization capability

Disadvantages: low traffic, high technical threshold

Channels: iQiyi, Tencent, Youku, Bilibili

We need to make both long and short videos. For example, long videos are generally suitable for education, while short videos can directly sell things with a shopping cart.

03. Live Broadcast

Advantages: high credibility and strong monetization capability

Disadvantages: low retention, high technical threshold

Channels: Tik Tok, Kuaishou, Bilibili

5. We-media

Generally, there are public accounts, Weibo, Toutiao and other channels

Advantages: high exposure and multiple channels

Disadvantages: low intention, many restrictions (will be blocked, conversion restrictions)

We understand channels in order to find the commonalities among these channels. Because there are too many channels on the market, we cannot conduct in-depth analysis and testing on each one, but if we master the methods, we can draw inferences about other situations.

We need to analyze the underlying logic of each channel. The core of channel insight is demand insight . Think about whether your audience is in this channel and what content they like to watch. What method should be used to transform?

Taking TikTok as an example, I would first wonder whether the bidder will do TikTok? If my audience is in this channel, I will consider what content they want to see? Is it useful information sharing? Or could you please tell me about some industry cases? Or let’s talk about some interesting stories about bidding? If they like my content, how do I convert them in the end?

Finally, when choosing a marketing channel, we need to consider two issues:

1. What marketing objectives can the channel achieve?

Some channels can achieve multiple marketing objectives at the same time, and people with the same marketing objectives often have overlapping attributes.

2. What kind of content can achieve marketing goals?

You will find that as long as the marketing purpose is clear, even if the channels are different, the content is similar, only the form of presentation changes.

Everything has different stages of development, and for a company, the goals to be achieved at different stages are different. Our marketing objectives determine the form in which the content is presented.

As managers, what we need to do is to perfectly integrate these theoretical knowledge with practical operations. Only by constantly summarizing experience, applying these valuable experiences to the actual problems of the management team, and gradually solving the questions that exist in each link, can you become a truly outstanding marketing director.

Author: Pei Xi

Source: Houchang College

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