For most of my career I’ve answered this question and the answer has been a rationale one based on the needs of the business owner I’m talking to.
E.g paid search to get quick traction, or SEO being a better fit as target audiences need educating through content marketing first…
But it hit me earlier today on an introductory call with a business owner how dead this type I’d marketing channel comparison is.
Today, a business has no choice but to implement a 360 holistic approach encompassing all digital channels, working together.
All have to come together to create a fully rounded strategy which exposes your product offering to your target audience at all points of their online journey, regardless of
- Stage of journey
- Device type
- Intent (research- purchase)
If your a business owner investing in 1 or 2 of the above, consider how the others can fit in..they need to.