Which marketing channels show the best effectiveness

Effective marketing channels and how to use them to promote your business

Professionals use a variety of marketing channels to attract audiences. Some are highly effective when used alone, while others work better in combination. The choice depends on the characteristics of the target audience, the business niche and other features. 

Marketing channels are closely related to the target audience, and their choice should be based on customer needs. Surveys show that 70% of B2B and B2C professionals focus on millennials, and 30% of marketers consider Generation Z as their key audience. At the same time, business interest in Generation X and Baby Boomers is starting to wane. Each of these consumer categories prefers different channels. For example, the younger generation chooses social media, while the older generation likes blogs and websites.

Trends in marketing strategies

The most common marketing strategies are the following:

• increasing brand awareness;
• promotion through website/blog/SEO;
• SMM and paid advertising on social media;
• video marketing.

When it comes to trends, increasing brand awareness is at the top of the list. Modern consumers are looking for authenticity, and it is possible to attract their attention by demonstrating the authenticity of a company. In this context, marketing campaigns that emphasise brand values play an important role. It is also worth stressing the importance of social responsibility. This involves the participation of companies in solving the real problems of society.

Social networks

Social networks are one of the most effective marketing channels. They offer high reach and audience engagement. You can use these platforms to achieve a variety of objectives, such as raising awareness or attracting customers. 

Content has a special place. Modern marketers are moving away from text-based content in favour of visual content. Short videos are becoming an established trend. They introduce audiences to companies and their products simply and entertainingly.

In the B2B sector, in addition to video, images and interviews are actively used. The main platform for this segment is LinkedIn, followed by Facebook and X. B2C representatives focus their strategies on Instagram, TikTok Tok and YouTube. In addition, this sector is adopting live streaming and user-generated content (UGC) strategies. B2C marketers value authenticity, and social media is ideal for demonstrating this.

Influencer marketing remains one of the leading channels, demonstrating high ROI. The authority of an opinion leader only influences the actions of the end consumer. B2B decision makers are also more likely to be influenced by an opinion leader.

Micro and nano influencers have the greatest impact on audiences. Niche bloggers have earned a high level of trust, which has a positive impact on advertising collaborations. Therefore, engaging such influencers to work with brands shows a high return on investment.