Those who base their work on content marketing must have already noticed the difficulty of spreading everything the company has to offer. Doubts usually run into which channel to choose, and as many as there are, the effectiveness of each depends on the intended audience. Whether it’s email marketing, social networking or search networking (Google, for example), the digital marketing channel should be chosen according to who you want to marketing channel

We only cite the three most popular channels, as they are in fact the most popular and used to propagate content. Most companies typically invest in all three on a larger or smaller scale, but without any knowledge of what each digital marketing channel can offer.

In other words, there is no better or worse channel, only one that best fits the needs of each business.

Digital marketing channel never hurts

Talking about digital marketing channel offers more ways for the public to find your business. It is easy to understand the idea if we think of the company as a house built between the side of a road and the sand of the beach, and the canal as the door to enter that house. The more doors we have, the easier it will be to access the house.

If you have a door “walk in the sand”, who comes from the beach can come and go, if you have another behind, who comes from the road will also have easy access. Doors on both sides make the house accessible to those coming from the left or right of the beach or the road. So remember: Channels in digital marketing never hurt.

Which digital marketing channel does each generation use?

Understanding that it is important to have many access channels for your business does not mean embracing the world. Each audience has more familiarity and preference for a particular channel, which varies according to age, social condition and even moment of life.

Just think about the times when we leave a social network due to the high demand of work, or when we leave the email aside accumulating messages for the need to focus on certain activities.

Based on the surveys of the Englandian Internet Steering Committee ( and the National Household Sampling Survey (PNAD), it is possible to see which channels are preferred, according to the social generation of each audience.

  • Baby Boomers – Born between the end of World War II and the beginning of the 1960s, they brought about major social and cultural changes in the Western world. Women in the labor market, civil rights and the breaking of social rites. About 34% of people aged 50-54 access the internet more often, a figure that only drops as the age sample progresses. Not very technology-savvy, it is a generation that prefers to use email and Google search, is less present on social networks, usually just to stay in touch with relatives.
  • Generation X – The so-called Generation X has taken the advent of new technologies such as personal computing, mobile telephony, video games and the birth of the internet. In the age group between 35 and 39, 54% already access the network more often, a number that falls to the oldest of the generation. According to Kissmetrics, this age group uses technology a lot for professional purposes, especially e-mail.
  • Y generation – Known as Millennials, this generation was young or teenage at the turn of the millennium and remembers little of the world without internet connectivity and the presence of personal computers at home. About 70% use the internet frequently. It makes use of the various digital channels to a greater or lesser extent. Email is preferred for business, but some channels, such as WhatsApp, can also take on this feature for corporate messaging. Google searches everything when it has questions and of course makes massive use of the various social networks, often confusing personal and professional life, which is accessed by 58% of Millennials, according to the Telephony Global Millennium Survey.
  • Generation Z, onwards – Children of older Millennials or younger people from Generation X, those who belong to Generation Z onwards are born born of technology. More than 75% of them access the internet frequently. Most remember little of dial-up internet or call-only phones. Smartphones are in your hands, whether you want to access Snapchat, WhatsApp, watch your favorite YouTube vlogger and even consume. Only 35% of them use the internet to read emails, which may have to do with their age and low need to use this channel (understood as more professional).

Digital marketing channel: which one to choose?

Reading carefully so far it is clear that the channel for acquiring potential customers will vary according to the audience and need of each company. It is important to understand that channels complement each other.

In an online store, for example, email marketing matters a lot, but social networking works great for products and branding, but a company that specializes in wiring services can get better results with a well-crafted page and snippets. on Google.

Learn about the top digital marketing channels and their audiences:

Search Network (Organic Traffic or Paid Media) – Do you know that last-minute search behind the pizza place or the plumber? This is not your practice, as many people have already incorporated Google into their daily lives as if it were phone book or yellow pages. Need information about something, just go to Google. It is the most used channel to search for services and service providers.

But according to Google, 70% of users click only on the first three search results and, with the high competitiveness of more and more companies present in the network, it is necessary to work on optimizing the company’s website so that it can be well placed.

An alternative for those behind is paid media, offered by services like Google Adwords, which promotes an auction to display first sponsored results.

Direct Traffic – When a customer already knows the site, they can save time and, instead of searching Google, Bing, or Yahoo, enter their company domain directly. This channel is ideal for strong branded businesses, large presence and well known to their audience, as well as having a simple and “memorable” domain.

References – Well-known brands or those with a good job of press office and institutional communication usually gain referral hits, which is that link to the company’s website available on other websites or portals.

For smaller businesses, you can also get these referrals through relationships with other complementary business sites. For example, a uniform-making company might seek to narrow the relationship and get links to its business on amateur team pages, blogs, and forums and rental sports courts.

Killing content (those that bring new or indispensable information) can also render links to a site, as this content can be indicated in forums, discussion groups, blog comments, and more.

E-mail marketing – One of the best-known customer acquisition channels, Email Marketing has huge appeal in content strategies such as Inbound Marketing. In fact, a well-made newsletter has great power to syndicate content, only to see that the world’s leading news portals maintain a daily (at least) daily news.

The channel is also widely used for advertising promotions, such as that 50% discount on Black Friday, or the clothing store’s free shipping campaign. Email Marketing has a large share in e-commerce results, which can reach 30% of sales.

In addition to being the most used channel by big online sales companies like Amazon, according to digital experts like Neil Patel and Joe Pulizzi, email is the most used channel in business, which makes Email Strategic marketing for B2B companies.

Social networks – Consolidated in England for over ten years due to Orkut, social networks began to be used by the corporate world well after. And there is still a lot of belief and uncertainty about which networks are best for each business.

Each network has its audience and ways of use and this is the first misconception of most companies: treat all social networks, with their functionalities, as if they were equal. Then, the language adopted by the company in social networks as diverse as Facebook and LinkedIn sounds inefficient on both networks.

Another misconception is that the largest network is ideal for business. Facebook has 1.6 billion users, WhatsApp has 1 billion registered phones, LinkedIn has 433 million professionals, Instagram has 400 million users, Twitter has 310 million tweets who access each month and Snapchat has 150 millions of users daily, just to stay on the most popular services…

However, each network has a specific audience that responds differently to different languages. It’s like the illustrious case of a mysterious “Whatsapp group manager” who makes a living from managing groups and curating diverse content in return for monthly fees. He understood that there was a pent-up demand for Whatsapp content seekers who had the “tone” of that network, but without enough time or knowledge to find it.

While for some WhatsApp is fun, socializing and being in touch with loved ones, for others it is an excellent working tool, such as the taxi driver mentioned in the link in the previous paragraph, and other professionals who exchange information with others. clients or even between co-workers.

It may be difficult for some companies to reach audiences through the messaging app, but your client may be active in professional LinkedIn and Facebook groups, or like to catch up on Twitter. Therefore, it is important to know these channels well, to know what the language is and how to reach it in each of the social networks.

Next step to disseminate content

After choosing the marketing channels to disseminate content, the next step is to create a specific buying journey to reach the persona, the ideal customer, the company’s target audience. To help with this step, we have prepared a document very similar to what we use here at CWT Advertising to create our Customers’ Shopping Journey. Leave your email below to download the free material. And if you have any questions about the text or material, just leave your comment below and we will be happy to answer it.

Ah! Enjoy and be sure to see some motivational phrases to inspire you every day!