Every new marketing channel creates new possibilities.
But more ways to reach people don’t automatically give them more reasons to care.
Every generation of marketing brings something new.
Search changed discovery. Social media changed how brands and customers interact. Smartphones changed when and where people could be reached. Today, AI is changing how quickly marketing can be created, adapted and distributed.
Each new channel creates opportunities. It also creates pressure to be present.
Should we be on Instagram?
Should we make more Reels?
Should we advertise on Google?
Should we use influencers?
Should we be doing something with AI?
These are useful questions. But they shouldn’t be the first ones.
Before choosing the channel, the more important questions are:
Who are we trying to reach?
What matters to them?
What are we trying to communicate?
Why should they pay attention?
What do we want them to do next?
Without those answers, adding another channel often creates more activity rather than better marketing.
The Takeaway
New channels can expand reach, improve targeting and create new ways to engage with customers.
But the channel is only the means.
Clarity about the customer, the message and the objective has to come first.
Choose the thinking first. Then choose the channel that best serves it.
More ways to communicate don’t automatically make the communication more meaningful.