Pros & Cons

A low-risk way to get partners to sell on your behalf

Only pay commissions when something sells

Varying degrees of setup costs

Requires regular management of keeping affiliates informed about promotions and product information

Demonstrates thought leadership

Highlights your company personality

Helps you stay up-to-date on best practices

Takes effort to develop content plan

Can be difficult to maintain high quality when using multiple writers

Can face internal challenges recruiting employees to write blog content

Demonstrates expertise in the topic.

Improves SEO because of extended content on website.

Can generate many leads.

Minimum spend fees can be higher than other channels

Need skills and resources to create quality content

Takes time for results to be seen

Requires resources to constantly be thinking of new ideas

Least expensive advertising option for cost per impression

Ads can be seen by thousands/millions of users

Easy to deploy

Minimum spend fees can be higher than other channels

CTR can vary widely

Displays company personality

Keeps users informed

Gets your message into their inbox

Many email systems are easy to create & deploy

Takes time & planning

Requires someone who can write content

Presents risk of over-emailing without appropriate planning

Ensures that the content on your site meets your users needs

Lets you constantly test new layouts/copy to see what yields the best result

Takes times to implement and time to evaluate results

Easy to deploy

Able to tightly control costs and messaging

No graphic design needed

Can easily tie success or failure back to specific ads

Costs can spiral if account is neglected

Requires ongoing management to find out what is/isn’t working

Varying degrees of success

Easy to implement

Can customize ad based on what parts of the site the user has visited

Higher CTR than normal display

Requires a lot of web traffic to make it worth the effort

Time consuming to create multiple ads in multiple sizes to account for all possiblilities

Helps Google understand what information is on your site

Provides you with a standard set of labels that everyone uses

Multiple ways to implement

Lots of labels to chose from so there is a learning curve in knowing which to choose

Typically requires a developer to implement

Improves SEO rankings

Provides consistency of SEO approach across site

Requires development resources to fix changes identified

Ads can be highly targeted

Very successful once correct target is identified

You can advertise where users spend most of their time.

Higher cost than PPC (though better returns)

Can sometimes take time to figure out most effective target audience

Displays company personality

Keep users informed about what is going on

Gets your name in from of your customers and their friends

Takes effort to maintain regular cadence

Leaves you open to public criticism

Good way to get in front of large numbers of people

Allows you to demonstrate expertise in your field

Hard to break into speaking circuit

Can take a while to see results

Great way to show personality and get in front of a lot of people

Gets you facetime with prospects and customers

Easy way to get live customer testimonials

Takes a lot of effort and planning

Can be costly

Generally requires many people to manage the booth

Produce multiple videos during a single shoot

Highly engaging

Displays company personality

Can be used across multiple channels

Requires significant planning and can be costly if not well planned

Employees may be shy about being on camera

Content can become out of date

Easy to deploy

Inexpensive solutions available

Chatbots are very powerful and require few live resources

Low threshold for users to cross to get information

Can take some time to account for all options when using chatbots

May require human resources to monitor the system

Demonstrates thought leadership

Creates lots of reusable resources that can be used in other marketing activities

Time consuming to organize and run

Internal employees may be hesitant to give a live presentation