In marketing, it’s common to assess channels purely based on ROI, but this approach often overlooks the broader advantages certain strategies bring. Inbound channels like pay-per-click advertising can help businesses reduce labor and overhead costs by increasing lead quality. Additionally, channels like TV advertising build invaluable credibility and brand trust, making prospective clients more likely to choose your company, even at a premium. TV, for example, not only attracts leads directly but also supports other channels like direct mail by establishing a trusted reputation. Some marketing benefits—such as brand recognition, trustworthiness, and long-term positioning—are intangible yet critical. Ultimately, companies should balance high-ROI tactics with brand-building strategies for a more resilient and impactful marketing approach.

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