Question 01
What channels and tactics during the last 12 months have driven success in the following five categories:
Expert Perspective:
How can you be creative with your channel selection?
Katie Colbourne
Senior Manager, Global Demand Generation, Basware
I always recommend holding back some of your media planning budget, so you can be agile when needed and test new channels or persona segments. The key thing is to let results build up for three to four weeks, then make a judgement – to see what is working or to keep testing and learning.
It can be about finding new channels, or using existing channels in different ways. For example, during the pandemic, LinkedIn usage multiplied three or four times; cost of acquisition went up, and clickthrough rates went down. So testing different ways to use that channel became paramount – like enabling employees with materials and social training.
Or consider other partnerships – like close-knit work with smaller networks and communities. Connections to audiences within those are often stronger, but I would recommend testing across many different networks, to find your niche.
“We keep testing and learning… It can be about finding new channels, or using existing channels in different ways.”
