How to Recognize When It's Time to Expand Into New Digital Marketing Channels

Marketers often rely heavily on Google and Facebook for their advertising, due to the platforms’ maturity, scale, targeting and reporting capabilities. However, there are both pros and cons to this approach: pros include resources, account support, and measurement while cons include high costs and diminishing returns. Additionally, there could be specific signs that it is time to look at other channels. To start expanding, it is important to pick the right channels and have reasonable expectations for the results.

It is also possible to get help from freelancers or an agency to ensure success in the new channels. Diversifying investments is a good idea to protect against calamity and it will also equip organizations with the skills needed to succeed in a rapidly changing industry.

When expanding into new digital marketing channels, it is important to consider the position of the channel in the purchase journey, use first-party data, and look for channels that best match the business goals. There are many options available, from TikTok to Amazon and Bing, and each channel may require different KPIs for evaluation.