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The Necessity of Channel Diversification in Modern Marketing
With the ever-evolving marketing landscape and the competitive environment intensifying as 2025 approaches, small businesses must leverage new advertising channels to maximize their return on ad spend (ROAS). The dominance of Meta and Google is waning as businesses recognize the potential higher returns from diversifying their ad channels. In fact, according to Nift's 2024 report, 73% of brands using three or more marketing channels see improved ROAS.
The Drawbacks of Over-relying on Major Platforms
While Meta and Google have been traditional pillars in the advertising space, their effectiveness is diminishing. Recent statistics highlight a 12% drop in click-through rates on Meta, coupled with a 12.5% rise in cost-per-click. For small businesses, this means higher costs for less impact, further complicated by these platforms' 'walled gardens,' which limit access to essential first-party data. Relying on these giants alone leaves companies vulnerable to algorithm changes and rising expenses.
Exploring Alternative Channels for Higher ROAS
Small businesses gaining momentum with alternative channels such as email marketing, TikTok, and gift-based marketing often find success. Email marketing, for instance, offers a highly personalized touch that resonates with target audiences, driving engagement efficiently. Meanwhile, platforms like TikTok, along with influencer marketing, reach younger audiences with creative content. Another inventive method is the 'surprise and delight' strategy, involving unexpected consumer rewards via partnerships with popular apps. This approach enhances brand exposure and affinity, as supported by findings where 80% of marketers using gifting platforms achieved growth targets.
Practical Tips for Small Business Success
For small businesses, starting with a mix of these alternative channels can ensure a robust marketing strategy. Prioritize personalized email campaigns and leverage social media platforms to engage audiences creatively. Additionally, consider incorporating unexpected rewards to surprise loyal customers, fostering a deeper connection and loyalty.
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