Marketing Channels · Channel selection · Component
The channel list
What is used, for which audience, and whether it was chosen or inherited.
The deliverable
What it is
Most mixes contain channels nobody would start today. Marking each as chosen or inherited is what makes the annual review possible without an argument about every line.
The audience each channel serves should be named. A channel serving no defined segment is being run on the assumption that reach is generally useful.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The channels
Each channel in use, with spend and audience.
3 attributes: Channel · Annual spend · Serves segment
LearnThe annual question
Whether the organisation would start this channel today.
3 attributes: Would start today · Reason · Action taken
Learn
Ask of each channel whether you would start it today. It is a different question from whether it performs.
The other components in channel selection
The fit
Whether the audience is there and whether the message survives the format — the two tests that decide whether a channel can work at all.
LearnThe experiment
The deliberate unproven line, without which the mix converges on whatever worked three years ago.
Learn