Fractional CMO Services:
Optimizing Marketing Channels
for Maximum ROI

It’s hard to imagine that just a few decadeS ago, marketers only had to decide between print, TV or radio.

Marketers today face a staggering number of options when it comes to selecting which marketing channels will comprise their marketing mix.

There are an estimated 120+ content delivery and marketing channels right now. As exciting as that may be, it can also lead to marketing paralysis.

How can I know which channels will work and which won’t? What will be most cost-effective, and how much budget do I need to allocate to each channel? Which ones will work best together to reach my target audiences?

Not to mention, choosing your brand’s channels is a high-stakes situation. Get it right and you will reap the rewards of reaching your target audience with your value proposition. Get it wrong and you will waste time and money chasing a market that isn’t there.

The good news is that creating your marketing mix is not guesswork. By collaborating with the right marketing partner, you can develop a comprehensive, multi-channel plan designed to drive unified demand-generation campaigns for your business.

The Marketing Channel Landscape

Print, radio and television were the stalwarts of the past, but two factors have drastically changed the marketing channel landscape.

One, the digital transformation over the last two decades has resulted in dozens of new marketing channels each year, from apps and chatbots to social media influencers, smart TV ads and now, voice search.

Two, more people – especially younger generations – distrust traditional media and prefer hearing from brands via alternative methods like social media, video or word-of-mouth.
Today, the crowded field of marketing channels is broken up into two major divisions:

• Digital marketing: website, content marketing, social media (organic and paid), email marketing, SEO, PPC, online advertising, etc.
• Offline (traditional) marketing: print collateral (brochures, annual reports, sales playbook), events, public relations, speaker engagements, print advertising

Among online and offline channels, there are also “core” channels that all businesses need versus more experimental channels that may be specific to your brand or industry.