In search of the most effective marketing channel

How effective is a marketing channel - Copyright Genesis Interactive

Effectiveness of a marketing channel was measured using the following 8 criterion.

• · Is the channel Low Cost
• · Does the channel have a broad reach
• · Does the channel allow personalisation (1 to 1)
• · Does the channel deliver targeted messages
• · Does the channel offer any viral features?
• · Can the results be tracked?
• · Is the channel easy to access?
• · What is the longevity of a channel

Each criterion was scored out of a total value of 100. The scores are plotted on the line graph from left to right (highest to lowest). So, the highest socre has highest effectiveness.

Questions around cost were normalised using comparative value proposition offered by each channel.

We considered advanced targeting abilities as a measure for the “target-ability” property of a channel

Reach – Global = Maximum, Local/Regional = Minimum

Tracking: We consider a campaign trackable if you can quantitatively define the number of responses and conversions.

What do you think? Any comments?