Traction Channel Bullseye

Choose where customers will come from by considering every recognised acquisition channel, testing the three most promising in parallel with capped budgets, and funding the one the numbers favour (Weinberg & Mares, 2014).

Use When

• A client arrives asking for one fashionable channel ("we need TikTok") before anyone has compared alternatives.
• A marketing or advertising plan needs a defensible channel section with cost and volume assumptions.
• Growth has flattened and the current channel is saturating or decaying.
• A new market, segment or product needs its first customers.
• Channels such as radio, SEO, sales agents, partnerships, referrals and events have never been compared with social media.

Do Not Use When

• strategy-channel-architecture for roles, flows and effort inside channels already chosen.
• media-planning for scheduling and weighting paid media inside a chosen mix.
• marketing-foundations-stp-positioning when positioning and target are not yet agreed.
• Stop when a regulated or contractual route is mandatory (for example a public tender); follow that route instead.