Insights / Marketing Strategy
Which Marketing Channels Should I Use?
The best marketing channel is the one that connects the right audience with the right message at the right moment. That might be Google, social media, SEO, video, email, outdoor, radio—or a combination. The goal isn't to be everywhere.
It's to be where your audience is most likely to notice, engage and act.
Start With How Customers Make Decisions.
Before choosing a channel, understand the journey.
1
Awareness
You need to reach people who may not know your business—or realize they need what you offer.
Consider:
Social Media
Video
Display
Outdoor
Radio
Content
2
Consideration
Customers are researching, learning and comparing options.
Consider:
Google Search
SEO
AI Search
Content
Video
Social
Website
3
Action
Customers know what they want and are ready to do something.
Consider:
Google Ads
Local Search
Website
E-commerce
Remarketing
Different channels can play different roles in the same customer journey.
Search Marketing
Search works particularly well when people already know what they need.
Someone searching:
“commercial electrician Hamilton”
is demonstrating very different intent from someone scrolling through Instagram.
Search strategies can include:
01
Google Ads
02
SEO
03
Local Search
04
AI Answer Optimization
Social Media
Social media can help businesses create awareness, demonstrate expertise, showcase products and stay visible to customers.
The right platform depends on who you're trying to reach and what kind of content you can realistically create.
A professional-services firm may approach social very differently from a retailer.
Video & Content
Some products and services need to be seen. Others need to be explained.
Video, photography, articles, guides and other content can help customers understand what you do while providing assets that support websites, social media, advertising and search.
Good content rarely needs to do just one job.
Advertising & Media
Sometimes the objective isn't capturing existing demand.
It's creating awareness.
Digital display, paid social, YouTube, radio, outdoor, print and other media can introduce your business to audiences who aren't actively searching for it.
The right mix depends on the objective, audience, geography and budget.
Your Website Connects Everything.
Search
Social
Advertising
Content
AI discovery
Eventually, many customer journeys lead back to your website. That makes the website more than another marketing channel. It's often the place where all the other channels have to work together.
Don't Choose Channels in Isolation.
The strongest marketing mix often combines channels with different jobs. For example:
01
Video creates awareness
02
Search captures interest
03
Content answers questions
04
Remarketing keeps the business visible
05
The website converts interest into action
Instead of asking:
“Which channel is best?”
Ask:
“What role does each channel need to play?”
How Do I Know If My Marketing Is Working?
Once the channels are running, the next challenge is determining what success actually looks like.
Clicks?
Leads?
Sales?
Engagement?
Search visibility?
The right metrics depend on the original business objective.
Build the right marketing mix
The right channels, the right roles, the right mix.
PLAY helps businesses determine which channels deserve attention, what role each should play and how they can work together as part of a broader marketing strategy.