Each channel has different strengths. Video builds recognition, search captures active demand, and retargeting answers doubts. Problems start when every channel is given the same target.
Map the audience decision stages
Start with simple questions: where does the audience first learn about the category, where do they compare options, and where do they decide.
Set KPIs per role
Awareness channels are measured by reach and recall, conversion channels by cost per result. Judging both with the same metric leads to wrong budget decisions.
Frequently asked questions
Yes, but separate the message and measurement for each role so reports stay easy to read.
Start from the audience journey: where they first discover the brand, where they compare, and where they decide.
