How To Choose, Test, and Scale Emerging Acquisition Channels and the Impact of Environment on Motivation

How To Choose, Test, and Scale Emerging Acquisition Channels and the Impact of Environment on Motivation

Introduction:
In the ever-evolving world of marketing, businesses are constantly faced with the decision of whether to invest their time and resources into emerging acquisition channels. These channels can range from fast-growing new platforms like Clubhouse and TikTok to alpha or beta features within existing platforms such as Facebook's mobile advertising or Instagram's Stories. The key to making the right choice lies in understanding the common points between these channels and how they can naturally connect to your company's goals. Additionally, the environment in which these channels operate plays a crucial role in shaping human behavior and motivation. In this article, we will explore the factors to consider when choosing, testing, and scaling emerging acquisition channels, as well as the importance of the environment in driving success.

Common Points and Channel Overlap:
When evaluating an emerging acquisition channel, it is essential to assess the overlap between the customer problem, channel strengths, and company goals. By identifying common points, you can determine whether investing in a particular channel is worth your time and resources. For example, if you are Spotify considering the role of Clubhouse, it is crucial to recognize the clear overlap between the two platforms as audio-based entertainment platforms. However, it is also essential to acknowledge when there is not enough channel overlap, as in the case of Poparazzi and Spotify, where one is inherently audio-based, and the other is photo-based. Understanding these common points is vital in making informed decisions about channel investment.

The DNA of the Channel:
To effectively choose and scale an emerging acquisition channel, it is important to understand the DNA of the channel itself. This includes four key attributes: new vs. expanded channel offering, channel adjacency, channel growth stage, and channel monetization mapping. By evaluating these attributes, you can gain insights into the potential of a channel and align it with your company's goals. For example, determining whether the channel is entirely new or an expansion within an existing platform can impact the ease of testing and resource allocation. Additionally, assessing the growth stage and monetization model of the channel can help identify opportunities for collaboration and long-term success.

The Impact of Environment on Motivation:
While motivation is often considered the driving force behind success, the environment plays a significant role in shaping human behavior. Jared Diamond's book, "Guns, Germs, and Steel," highlights the impact of environment on the spread of agriculture across different continents. The shape of continents influenced the speed of agriculture spread, with Asia and Europe experiencing faster growth compared to the Americas. This demonstrates that the environment can overpower personal characteristics and motivations. Understanding this concept can help businesses create an environment that fosters success for their teams.

Actionable Advice:

1. Automate good decisions: Design your habits and workflows in a way that makes it easier to make positive choices. Automate processes that support good decision-making, such as setting up reminders or implementing systems that encourage desired behaviors.

2. Get in the flow: Align your habits and routines with your existing patterns. By integrating new behaviors seamlessly into your daily life, you increase the likelihood of sticking to them. This can be achieved by identifying natural triggers and cues that prompt the desired actions.

3. Subtract the negative influences: Identify and eliminate or minimize the negative influences in your environment. Surround yourself with people, resources, and stimuli that support your goals and aspirations. By removing obstacles and distractions, you create a more conducive environment for success.

Conclusion:
Choosing, testing, and scaling emerging acquisition channels requires careful evaluation of common points, understanding the DNA of the channel, and considering the impact of the environment. By aligning these factors with your company's goals, you can make informed decisions and maximize the potential for success. Additionally, recognizing the power of the environment in shaping behavior allows businesses to create an environment that fosters motivation and supports the achievement of desired outcomes. By automating good decisions, getting in the flow, and subtracting negative influences, businesses can create an environment that sets their teams up for success in exploring and leveraging emerging acquisition channels.