Between 2017 and 2022, the number of marketing solutions based in Europe rose from 150 to... over 2,000!
Faced with so many possibilities, how do you choose? Which acquisition channels should you choose for your 2023 marketing plan?
Nicolas Boissard, Marketing Director, helps you make sense of it all in a new webinar.
Selecting acquisition channels
The first step is to define all the channels you already use, and then list the channels that could potentially interest you in the coming year. You also need to have an idea of the time and resources used by each of these channels.
Once you've calculated the budgets allocated to each channel, you need to associate the number of leads generated by each. Finally, calculate the cost per lead. All this will give you an overall view of the various potential choices and enable you to select the best acquisition channels for your company.
There are also other criteria to consider when making your selection.
How scalable is the channel?
What is the lead generation potential?
Do I have the internal capacity to increase the volume generated by this channel?
Define budget per marketing acquisition channel
To assign a budget to each channel, we need to go back and start by asking ourselves how we calculate the marketing budget. To determine it, the best method is to measure the impact of investments against the objectives of the past year.
Overall marketing budget = cost per contact X number of contacts to generate
Then you need to hang up all the acquisition channels you plan to include in your company's marketing budget for the coming year.
Overall, to define the budget associated with each channel, the key elements are the various costs incurred and the number of leads/contacts generated.
