Succinct, easily digestible and seriously meaty, this is my favourite favorite chart on marketing communication channels. Why?
Because this chart provides a great overview of what channel you should be using, and what you’re letting yourself in. Because nobody’s marketing communication resources are a bottomless pit.
To be sure, the right mix of the 3Cs of Marketing Communications marketing channel/media and marketing content and campaigns depends on;
- your business objectives
- your resources and
- the particular landscape of your market, particularly your customers’ journey to purchase.
Marketing Communication Channel Effectiveness
It’s important to understand, for your situation, what ‘level of effectiveness’ means. Different channel offer a different cost per leads. Some channels may results in better lead quality (such as larger deals or a better conversion rate from leads to sales).
Typically many communication channels contribute touchpoints on the customer’s journey to conversion. Attribution models attempt to share out the credit across these multiple channels.
More Resources On The Effectiveness of Marketing Communication Channels
- Using Google Analytics Custom Campaign Tracking – A Resource List
- Audit Your Digital Marketing Effectiveness
- Ascend2 Research On Marketing Effectiveness on MarketingCharts