Is the trend really your friend? If you’re an active trader in the financial markets, it probably is. For B2B marketers, however, the answer may be a lot harder to arrive at. Nowadays, we face a bewildering array of new online marketing vehicles, promising a whole dimension of customer/prospect engagement and marketing experience – from building business contact databases all the way to developing an extension of the sales pipeline. But do these channels/sub-channels really work for your particular situation?
While the benefits that fresh and unsaturated marketing channels have to offer can be very tempting, the downside risks are equally as compelling. More often than not, untested platforms tend to carry a lot more uncertainty than their conventional counterparts. Aside from the risk of producing negative returns, uncharted online marketing territory can impact your existing programs as well.
So, how should you go about with the decision to pursue new marketing channels as part of your mix? Here are some key steps to guide you along the way: