Marketing Channels · Channel selection · Component
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.
The deliverable
What it is
A channel where the audience is absent cannot be fixed by better creative. A channel where the message cannot survive the format cannot be fixed by better targeting.
The second failure is the subtler one: the message is quietly shortened to fit the channel until it no longer says anything worth hearing.
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 audience presence
Whether the target segment is actually here.
3 attributes: Segment · Channel relevance · Source
LearnThe message survival
Whether what needs saying can be said here.
3 attributes: Format constraint · Message survives · What is lost
LearnThe verdict
Whether the channel is worth using for this audience and message.
3 attributes: Verdict · Reason · Decided by
Learn
The relevant figure is what share of the channel’s audience is your segment, not the reverse.