Embracing a Fluid Multi-Channel Approach
This year has shown a continual change in how once stable digital marketing channels are adjusting to an AI centric approach by their users; fighting for market share while changing what businesses need to do to compete as well. 2025 isn’t about set-and-forget channel plays anymore. You need to weave paid search, social media, video, audio, local listings, organic search and AI-powered content together.
Pivot your spend and maintain growth by changing your strategy with the times; seasonal, client / user behavior and platform changes. Recognizing the need to shift timely helps your budget, track offer / creative changes, increases effectiveness, and expand your brand awareness as well as leads.
A fluid approach to the current digital marketing atmosphere is what’s needed today and admittedly when I began to put our data together, and research what other industry leaders were saying on the topic, it began to be challenging to make this a blog article.
Below is a brief overview of our fluid strategy that incorporates multiple digital marketing platforms and strategies.
Identifying the Optimal Channels
Every industry (and every client) has its own sweet spot. Our first step is a deep dive into where your audience lives online. We analyze
search behavior (Google Search versus voice assistants),
social engagement (Meta feeds, community groups),
video consumption (YouTube, connected TV),
audio affinity (podcasts, smart speakers),
local intent (Google Business Profile, map searches).
This baseline lets us map high-ROI channels for your goals, whether that’s demand capture through paid search, brand storytelling on video or local discovery via GBP (Google Business Profile).
Timing Tactics for Maximum Impact
Timing is everything. We look at performance curves and seasonal patterns, then apply:
performance thresholds: when cost-per-lead rises above your target, we shift budget to the next best channel
audience signals: a sudden spike in podcast listens? we dial up audio ads; CPC on search climbing? we boost video and social
platform updates: new AI features or ad formats roll out weekly, so we test every innovation (responsive ads, smart bidding, AI-generated creative) to keep you ahead
Core Channels and Their Roles
| Channel | Primary Use | Key Benefit |
|---|---|---|
| Google Search Ads | Lead capture | Intent-driven traffic; rapid feedback |
| Meta (Paid & Organic) | Community and retargeting | Cost-efficient reach; loyalty building |
| YouTube Ads | Awareness and engagement | Scalable video storytelling |
| Podcast Advertising | Niche audience connection | Deep recall; high trust |
| Google Business Profile & SEO | Local discovery; organic growth | Sustainable visibility; reputation management |
| Generative AI | Creative scaling | Rapid content production; personalization |
Industry-Specific Platform Advantages
Of course, each sector has its own standouts. Here’s a quick rundown of which industries typically benefit most from which platforms:
| Industry | Top Platforms |
|---|---|
| Retail & E-commerce | Google Search Ads, Meta (Shopping), YouTube, SEO |
| Education | Google Ads, YouTube, SEO-rich content, Podcasts |
| Real Estate | Google Ads, Google Business Profile, Local SEO, YouTube |
| Healthcare | Google Ads, Meta, YouTube Ads, GBP optimization |
| Exterior Renovation | GBP promotions, Local SEO, Google Ads, Meta |
| Fashion & Beauty | Meta (Instagram), YouTube, Generative AI visuals |
| Legal & Professional Services | Google Ads, SEO thought-leadership, Podcast sponsorships, LinkedIn Ads |
| Finance & Fintech | Google Ads, SEO, Finance-focused Podcasts, Meta |
| Food & Beverage | Meta, Google Ads, YouTube, GBP |
| Entertainment | YouTube Ads, Google Ads, SEO video content |
| Tech/SaaS | Google Ads, LinkedIn Ads, YouTube demos, SEO, AI-driven microsites |
| Automotive | Google Ads, YouTube Ads, GBP (calls and directions) |
| Non-Profit | Google Grants (search), Meta awareness campaigns, Podcast ads, SEO |
Changes to the Digital Marketing Platforms AI
AI now underpins nearly everything on Google, Meta and YouTube. And yes, it can sound buzzwordy. But the impact on where you spend your next dollar is real.
Smart bidding and Performance Max evaluate thousands of signals—time of day, device, location, even intent predictions—and adjust bids and budgets in real time.
Responsive search and display ads let you feed in headlines and descriptions; Google’s AI mixes and matches to find the best performers, cutting manual A/B testing by about half.
GA4’s predictive insights flag rising user cohorts before costs spike. I’ve seen accounts where we reallocated spend within hours—regaining control almost immediately.
Meta (Facebook and Instagram)
Campaign budget optimization (CBO) spreads all of your budget across audiences and placements. In practice, you set it and let AI handle the splits—about a 20 percent reduction in wasted spend.
Dynamic creative takes raw assets—images, videos, headlines—and auto-generates thousands of variations. In one test, it uncovered audience pockets we never knew existed.
Lookalikes 2.0 predicts high-value prospects based on cross-campaign behavior, helping you find fresh leads without manual guesswork.
YouTube
Smart bidding for video campaigns targets views or conversions, leveraging viewing patterns and content genres to find your best audiences.
Bumper Machine and Video Builder auto-edit longer footage into short bumpers or vertical clips. I tried it once and ended up with five new ads in minutes.
Audience expansion taps YouTube’s recommendation engine to place your ad alongside content that actually moves the needle.
Smarter Spend Allocation through AI
AI isn’t a shiny add-on. It’s the engine behind real-time budget decisions.
Real-time performance signals alert you the moment CPA creeps up or a new segment surges.
Omnichannel campaigns pool budgets across Search, Display, YouTube and Discover, then AI decides which channel to favor.
Predictive forecasting shows how many conversions your next $1,000 is likely to buy—guiding you between, say, search or a podcast sponsorship.
Creative intelligence flags top-performing headlines and images, so you double down on what works instead of guessing.
Empowering Brands with Precision and Agility
Our secret is we pay attention to the needs of the client and create a fluid / modular, performance-triggered system that:
- Identify the current platforms used, analyze existing campaigns (if present) and provide a complete overall of our strategy which typically includes paid ads (Google Ads, Meta, YouTube), search engine optimization, Google Business Profile and social media management
- sets clear thresholds for each channel (CPA, CTR, view-through rate)
- automates budget flows—funds move swiftly from underperformers to top performers
- refreshes creative weekly with new images, copy and short-form video, fueling AI-driven optimizations
- centralizes insights in one dashboard, surfacing momentum signals so we can pounce on opportunities before costs climb
Outcomes for our clients
Immediate wins via high-velocity paid channels, enduring growth from organic and local plays, and maximum ROI by constantly reallocating spend to the tactics that work right now.
Digital marketing is anything but static. By blending AI-driven tools, real-time signals and industry-specific insights, 92 West ensures your brand reaches the right audience at the right time with the right message—all while keeping every dollar accountable.