A seamless cross-channel experience is something today’s consumers increasingly expect, with 27% of online shoppers saying they want a brand to provide services and products that help to simplify daily life. According to Accenture Strategy, 51% of UK consumers are comfortable using multiple channels when online, even within a single interaction. Reaching these consumers is no longer about booking a prime TV ad space or running a homepage takeover. Channel planning has grown both more complex and more important, presenting a tricky challenge for marketers who need to reach the right people, at the right time.

The secret to effective channel planning lies in mapping out the consumer journey and responding to the touchpoints that convert. Optimizing your channel planning in this way starts with some simple steps.

1. Identify your key personas

Start by knowing exactly who you’re targeting. Create a handful of customer personas that bring these characters to life, drawing on key information such as age, gender, career and family to get a better understanding of who these people are. From here, dig into more in-depth data to build out these personas – adding key insights into their needs, behaviors, interests and attitudes to translate what really defines them.