Breaking the single marketing channel dependency cycle. Part III

May 5, 2020 | Articles

Andrea Burgueño

Andrea Burgueño


Here it is, finally: the answer to your question. After two articles talking about it, we all agree that a single marketing channel strategy is just wrong. It is definitely not what your brand or business needs. But, how do you break this dependency? I know. It’s hard. The idea of leaving our comfort zone and entering an unknown territory could be scary. However, limiting your marketing activity to one channel is worse than failing to reach your goals through several channels. If at first you don’t succeed, try again. It’s worth it. 

It might seem hard to decide what your first step should be. Though, there is a golden rule that always applies. No matter what you would like to change, start by your own mind. You have to be able to see things from a new perspective. In this case, it could be multi-, omni- or cross-channel or even everything at once. Once you have identified all the relevant channels to succeed in your marketing strategy, everything will start to make sense.

The path to a serious in-house marketing approach is easier than it seems.

From creating interest to finally acquiring a client, the stages of the journey are many. Not just for your potential new customer, but also for you. It’s important to take them by the hand and  accompany them all along the process. That obviously implies being present on the many channels involved. 

In other words: your strategy and funnel, should cover the whole customer journey. It is one process with multiple stages (in terms of time, expectations, intentions and actions) that happen across different channels. This is the reason why you should definitely avoid creating isolated funnels managed by external partners. That will only lead to losing data and creating confusion.

Different marketing channel, different function

Each and every single channel of your strategy should be useful to communicate with your audience. They are relevant in different moments of the journey. Therefore each one of them should have a different goal too. That means that you should expect different results. Whereas SEM, for instance, is useful to connect search and results or demand and supply, social media channels are incredibly effective generating interest. So there is no point in using all these channels the same way, with the same goals and expectations.

Of course, you have guessed it: different channels with their different goals also require different strategies. That’s right. Planning and optimization have to be adapted without losing perspective. Missing the big picture means missing the overall strategy to which every channel contributes in different ways, at different times or stages. 

This is the reason why you should definitely walk away from last-click approaches. They only represent the final stage of a complex process where every single channel adds something important to it. From a last-click attribution perspective, channels that create interest would be totally irrelevant. However, they are actually key for the conversion to actually happen. Interest and necessity are linked and sometimes lines are blurry. It is important to implement strategies that help us evaluate each channel’s contribution from a fair point of view.

The key to success is simple.

Here is the most important point of them all: be patient. The only way to understand what your brand or product needs is to put your strategy in practice. Though, always keeping costs under control. If you fail -and let me tell you that you will-, try again. There is not such a thing as total success from the start. This is a rather immature perspective. It’s a process. A path with its lights and shadows. Some things will be easy to grasp. Some others, more mysterious, will require a bit more thinking and testing. However, the important thing is not to avoid failure, but to learn from it. Take every single mistake as a chance to learn something new. 

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