Evaluating what channels you are currently marketing in and what channels you need to be on is an important step. Where does the majority of your target market spend their time? For example, if your audience is Generation X, males, who work in law, who are located in a specific region in the Pacific NW, U.S.A. – then locating a channel where this audience spends their time should be central to your strategy. Through the aid of research, we might uncover that this audience spends their leisure time at professional sporting events or legal conferences geared towards personal development. Evaluate the channels and uncover your market.