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05 March 2019

How to Select the appropriate communication channel

Puzzled about which communication channel to use for your marketing? You don't know yet how to reach your target audience efficiently. Here are a few things that will help you decide on the best choice for you.

messaging tips-how to select the appropriate communication channel

Congratulations on your decision to integrate business messaging into your marketing strategy! It’s now time for you to select the right communication channel to reach your target audience.

Every communication  channel needs you to invest time, effort and resources. That’s the reason why you need to plan your approach properly. Since there is not a single option out there, here are a few things to think about before you decide which channel is the best for you.

Know where your customers hang out

It might seem obvious, but the right channel choice largely depends on the preferences of your buyers.  Who are they and what platforms do they engage in?

Knowing where your customers hang out is really important in order to ensure your message is delivered to them through their preferred means of communication. Customer fit is a significant factor, so take the time to think carefully about who your audience is and what channels they already use!

Define your primary goals

The type of your business and your overall business goals is another thing you should take into consideration. Are you rooting for brand awareness? Sales generation? Lead generation? Is your aim to educate potential customers about new products and services? Maybe you just want to generate traffic to your website.

Your goals is an important aspect of your overall business messaging strategy and each communication channel can help you achieve them in different ways. If you still haven’t devised a strategy, here are a few tips that you will definitely find helpful.

Channel characteristics

If you have already defined your goals, it’s time to think about what each channel has to offer in order for you to achieve them! Each communication vehicle has its own unique characteristics. Ask yourself: does the channel allow me to provide the message or visual I need to get across? If, for example, you’re aiming at increasing brand awareness then you might want to take advantage of the short SMS text.

On the other hand, email might be a better choice for lead generation. If you’re not sure what each channel has to give, we are here to help you. Have a look at Viber, SMS and Email key channel features to help you decide on the best choice for you.

Identify your budget

Of course your budget plays an important role in your decision because each channel will need you to invest some money. Is the channel affordable and sustainable given your company’s overall marketing budget?  What ROI do you expect? Maybe you’ve decided to implement multiple channels into your strategy, how much money will you invest in each? Keeping these in mind will help you identify the budget you need to set aside for campaigns.


More often than not, it’s difficult to be sure which channel is the best for your business. There’s no ‘one size fits all’ and our best advice to you is this: test, test, test!

You might have decided that one channel is right for you, but you are not stuck with it. Experiment with a few channels to determine their effectiveness. And make sure that you use the right platform that will give you all the reporting tools you need to gain information and measure the campaign results!

Remember, not all businesses have a homogenous audience. Each channel has its pros and cons and you might need a mix of channels that work together. So take the time to develop a plan that best meets your company’s unique needs, experiment and you will soon know what’s the channel that will make your business thrive.