SMBs spend 46% of their marketing budget on digital marketing, but with more channel options than ever before, which online channels are you using and why?
Understanding the role of various online marketing channels helps marketers improve performance by anticipating the needs of consumers and creating content and messaging to match their intent. For example, an e-commerce website is considered the “greeter” by 32% of marketers, but the “closer” by the majority, 42%. Another 21% believe an e-commerce website is best in the role of “influencer,” working to generate interest.
These were the three channel roles measured in a marketer survey by Experian:
- Greeter, a channel used to create awareness.
- Influencer, for generating interest.
- Closer, for making the sale.
A fourth segment shows those channels that weren’t used at all by respondents. Of course, there may be many more roles depending on your product or service and your customer’s path to purchase (especially in longer B2B cycles). These insights, however, still give a high-level overview of how marketers view the roles their various marketing channels play.
A few of the key insights illustrated above:
- Email marketing is seen as an influencer channel more than any other.
- The most popular channels for creating awareness are search marketing (43%), online display advertising (42%) and social display advertising (40%).
- Radio, organic social media marketing and social display ads are viewed as equally poor for closing the sale, with just 4% of marketers identifying each as a closer.
- Website, email marketing and search marketing are viewed as the strongest closer channels.
- Email marketing and SMS messaging were the weakest greeter channels, at 15% and 13%, respectively.
How many channels are you using for online marketing and do you understand the specific role of each one? Share your thoughts or questions in the comments.