How do you choose the right channels to activate the audience when you're launching a brand new product?

Great question. I believe in data-driven market insights as a foundation for your channel strategy. I always start the assumption that the market is heterogeneous, and therefore, requires a personalized communication strategy. For example, a recent marketing research project I was able to lead here at Uber, helped us understand the different business travel personas, their demographic information, their individual needs, pain points, wants and values and the channels they use to communicate and ...Read More

The only way to figure out what channels reach and influence your audience is to ask and observe them. You have to do both - ask and observe. Asking is helpful. Most people can tell you where they hang out online, or how they heard about recent product purchases in their lives. But they often won't tell you the full story. People may say that they decided to sign up for a product because their friend tweeted about it. But really, they made the decision because they also saw your product remarket ...Read More

Choosing the right channels to activate your audience when launching a new product depends on 1) your target audience 2) your budget 3) your goals. If you are launching a new product that you want to drive awareness on with new business, advertising is often used because it has broader reach. With Demandbase we use our own advertising because our B2B bidder can optimize for accounts. If you want to also market to your existing base, email is a great way to reach your target especially if they ar ...Read More

The best channel will depend on: · What channels your customers use, rely on for gathering information. Customer research will help you find that information. · Your team's skills and the amount of money you want to invest. · Most importantly, what is their stage of awareness related to the problem area you address. (Brand Aware, Solution aware, Problem Aware/Unaware)   Brand Aware: These customers might have bought products from you in the past. You can take a direct, sales-based approach with ...Read More

Launching a new product is thrilling, but reaching the right audience and sparking interest can be tricky. That's where strategic channel selection comes in. It's not one-size-fits-all; it's a multi-layered approach that considers your launch goals at every stage of the customer journey (awareness, consideration, adoption, etc.), your target audience's online habits, and meticulous budget allocation. Think of it as building a bridge to your ideal customers, using the right channels as sturdy pla ...Read More

The channels you use depend upon the audience you're reaching. Where does your audience spend time? What channels have historically worked best for your organization or similar products?  You can usually get a good sense of channels to activate based on persona research. Even if you're launching a first-of-its-kind product, your audience has preferred publications, sites, and places where they spend time. Prioritize those channels based on budget and funnel stage (and work with your demand gen t ...Read More