Importance of Aligning Marketing Channels with Business Objectives

In cricket, you have batsmen & bowlers. The batsman’s job is to score runs. The bowler’s job is to take wickets. Seem’s like a simple concept. If we apply that to marketing, there are different channels, all of which are designed to perform different roles. However, it is amazing how often businesses have these roles confused and wonder why KPIs aren’t being met.  

It’s common in my role to see many businesses who have enquired with us have previously embarked on marketing campaigns without a strategic alignment between the chosen channel and the desired outcome. This lack of synchronization often leads to suboptimal results. In this blog, we unravel the importance of selecting the right channels to achieve peak performance against the marketing or business objectives that have been set.  


Aligning Channels with Objectives 

One common pitfall is businesses activating channels without considering their primary purpose. Take, for example, the misconception of using paid social campaigns for both awareness and conversion goals. In reality, paid social serves as an awareness channel, similar to a billboard, targeting new audiences with the hope of conversion. On the flip side, channels like Google marketing, when activated, focus on individuals who have already demonstrated intent, making it a more conducive environment for driving conversions. 


ROI Dilemma: Awareness vs. Conversion 

The pursuit of return on investment often takes a backseat when businesses opt for traditional above-the-line campaigns on platforms like radio and TV. These channels primarily excel at increasing awareness, with conversion acting as a secondary byproduct. It’s essential for marketing managers and business owners to recognize that different channels play distinct roles, and expectations should align accordingly. 


Google as the Starting Point 

If there’s an opportunity for Google to generate intent-based traffic for your business, it makes sense to exhaust this channel as a starting point. While this may not be feasible for every industry, conducting due diligence by leveraging Google’s capabilities can set the foundation for a robust marketing strategy. 


The Role of Omni-Channel Marketing 

While Google may be a powerhouse for intent-based traffic, businesses cannot solely rely on it. Establishing brand awareness and differentiation within the market is crucial. This is where omni-channel marketing strategies come into play. A well-defined roadmap that adapts to customer media behaviours and market dynamics ensures continual growth within the industry. 


Conclusion: The Power of Strategic Choices 

In the intricate dance of marketing strategy, choosing the right market is imperative. Businesses should align their channel selection with specific objectives, recognising the unique strengths of each platform. Whether leveraging Google’s intent-driven approach or adopting an omnichannel strategy for long-term growth, the key lies in making informed and strategic choices. By doing so, businesses can unlock the full potential of their marketing efforts, achieving the right performance metrics and driving success in the ever-evolving landscape of digital marketing. 

This blog was originally published on Sentius Digital (View here).

Sentius Digital
Written by Sentius Digital

Sentius is a full-service consulting agency, providing in-house marketing strategy, design, complete agency services, and digital solutions.

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