Choosing Your Campaign Channels
Match your goals and audience to the right marketing channels for maximum impact.
Matching Channels to Objectives
Every marketing channel excels at a different stage of the customer journey. The fundamental principle of channel selection is matching the channel's natural function to your campaign's objective. Using a conversion-focused channel for an awareness goal wastes money, and using an awareness channel when you need immediate sales produces disappointing results.
Awareness Channels
Channels best suited for awareness include YouTube pre-roll ads (reaching people who are watching content in your niche), programmatic display ads (appearing across thousands of relevant websites), Facebook and Instagram feed video ads (interrupting people in their natural scroll), and podcast advertising (reaching engaged listeners in specific interest categories).
All lessons in this course
- Defining Campaign Goals
- Choosing Your Campaign Channels
- Creating a Simple Campaign Brief
- Launching and Monitoring Results