When is it worth choosing communication channels to focus only on online marketing?

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Of course, you can bet everything on online, but it depends on the context of the business, goals, strategy and of course the target group, its age and breadth. If my target group is teenagers aged 16-20 and, moreover, only from Prague and Central Bohemia, who spend most of their time in front of a mobile phone or tablet and don't even watch TV anymore, then pure online will certainly be the right way. The question will be more which tools, formats and targeting to use. However, if I am offering, for example, a daily necessities product from the FMCG segment (fast-moving consumer goods and items with rapid wear) with a broad target group of working age, then it will still be most effective to use TV and online complementary to build awareness.

Don't forget the context, goals, and strategy
When choosing the media used and online preferences, as follows from the above, the context, goals and strategy slovenia phone number data are key. So, even as a broadly focused institution such as the National Museum, I can focus only on online, but probably only in a campaign to support an exhibition of the best videos from TIK TOK, targeted at teenagers. With more broadly targeted events, I risk not reaching the desired audience. In any case, it is key for such decisions to look at the percentage of online penetration within the target group and to take into account the affinity (index that describes the suitability of a specific advertising medium) of the given tool to the target group when choosing. If both parameters are high enough and speak in favor of online, then within the chosen strategy, a presence purely in the online environment can be a relevant tactic. With a lower overall budget, this decision to focus purely on online will allow you to achieve a greater share of voice within selected online communication channels and thus achieve dominant visibility, which can certainly work much better from a sales impact perspective than being a little bit everywhere, which, in connection with the above, can ultimately mean being actually invisible.

Before you decide to go online, s
For the final decision, whether online and to what intensity, it is definitely key to have a properly compiled marketing strategy. What should you pay attention to when compiling it, what should you focus on? In any case, it is key to really clearly define the company's mission and vision, where it is heading. So what is the task for marketing and what role does it play in the company's overall strategy. Is marketing the main driver of growth, or will we go with a strategy primarily aimed at the growth of classic offline business and marketing is only support? Or is the primary strategy in the following period built on the growth of distribution? All of this and much more is important to answer in order to start creating a relevant strategy for the company and choose the most suitable communication tools. That is why I always recommend that both owners and marketing directors really understand and discuss the overall context of the company's business and build a strategy based on it.