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In the world of digital marketing, knowing where you stand is crucial.

Your communication channels, or touchpoints, matter significantly in shaping your overall strategy. But how can you determine what’s working and what isn’t?

The first step is to evaluate your current communication platforms. Are you active on Facebook, Twitter, Snapchat, and do you maintain a website? These are common platforms for businesses to connect with their audience.

However, identifying your existing touchpoints is only half the battle. The next step involves examining the gaps in your strategy. For example, you may discover that your business isn’t utilizing Pinterest, TikTok, or podcasts. The question then becomes, do you need these platforms?

TikTok, for instance, has exploded in popularity in recent years, especially among younger demographics. If your target audience includes Gen Z or younger millennials, establishing a presence on TikTok might be beneficial.

Similarly, Pinterest is a visual platform that works well for businesses with visually appealing products or services. And podcasts? They’re an excellent way to establish thought leadership and engage with your audience on a deeper level.

Ultimately, the goal is to understand what you currently have in your digital marketing toolkit and identify what’s missing. This approach will help you strategically incorporate new platforms into your marketing mix, ensuring that your business remains competitive in the ever-evolving digital landscape.


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