Selecting the right channel is the first step to any successful marketing strategy. View the chart below to see what factors influence this decision for marketers faced with an increasing array of choices in our digital world.

The chart below shows: Inbound or outbound - degree of difficulty not affecting use of effective tactics

Today’s marketers have no shortage of tools at their disposal to deliver messaging to audiences. From the old standby tactics of direct mail, print advertising and trade shows, to newer online tactics like social media, search engine marketing and email, how does one choose the channel that will inspire conversions?

The real question Organizations lack maturity in the planning and execution of lead generation tactics is which channels will convert audiences. When your targets receive the same message from you via multiple channels, you create a consistent and engaging experience.

During our 2012 Lead Generation Benchmark Study, it was uncovered that organizations lack maturity in the planning and execution of lead generation tactics. In fact, only a quarter of respondents had formal processes with thorough guidelines that they routinely performed.

While the majority lacks maturity in planning and strategy, marketers are not lazy. Results indicate that degree of difficulty does not affect the level of usage for the most effective lead generation tactics, such as SEO, There is an ongoing trend of marketers moving to online marketing tactics website optimization, email marketing and content marketing. Clearly, marketers are willing to put in the work for the tactics that deliver the greatest returns.

From budget allocations to ratings of effectiveness, there is an ongoing trend of marketers moving to online marketing tactics. These tactics have a well-known reputation for being cost effective and quick to generate results.

However, despite this undeniable trend, marketers must be cautious. A large number of organizations still find it hard to grasp how online marketing can help them when they have grown up and learnt their trade in an offline world. Before migrating to a highly online-focused strategy, marketers must test and assess the appropriate channels to convince and convert their specific targets.