Prioritize long-term relationships- Instead of focusing solely on short-term gains, invest in channels that foster ongoing engagement and build trust over time. Consistency across the customer journey will turn one-time buyers into loyal advocates.

Think of your budget as a portfolio, not a pie. Start with small ‘test investments’ across multiple channels—social ads, email, influencers, SEO—then let the data tell the story. Double down on what yields early wins, but keep a sliver aside for experiments. Marketing isn’t about picking favorites; it’s about balancing sure bets with smart risks.

Facous on allocate your marketing budget wisely, focus on data analysis, audience behavior, and ROI from previous campaigns to prioritize the most effective channels.

Understand your consumer journey and match your channel and creatives as such. Focus on objective performance and strategic measurement - especially early on. Don't get enamored with glamour metrics such as likes and comments (although these can still provide some subjective insight). When possible, try to use some form of incrementality testing to get a sense for the true business impact of each channel you deploy. At the end of the day, it is better to do fewer channels really well than to do many channels poorly.

We can prioritize our channels according to high flexibility, high results & time to deliver. Rank your campaigns according to the above & have budgets accordingly.