From the course: Digital Marketing Foundations
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How to prioritize in marketing
From the course: Digital Marketing Foundations
How to prioritize in marketing
- Face it, there are so many channels to choose from that it can be overwhelming to know where to start, and how to narrow down the list. Now, marketing channels are how you distribute your message. And your goal is to identify which marketing channels should belong on your list, and which ones you just can't accommodate. And you can't, and shouldn't be everywhere simultaneously. So to decide which channels are worth your time, I like to use a scoring model popularized by Sean Ellis called ICE, which stands for Impact, Confidence and Ease. When you multiply these together, you'll get a score that lets you rank where to invest your time first. Here's how it works, you'll set up a simple table with five columns. The first column will contain the marketing idea or channel. The second a score for impact. The third, a score for confidence. The fourth, ease and the fifth will be the total score. For each idea, you're going to…
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