The right media mix helps to build presence, awareness and ultimately sales. A media mix is the combination of communication channels your business can use to meet its marketing objectives. Typically, these include newsletters, radio, television, poster-sites, websites, email, direct mail, the Internet and social media, such as Facebook or Twitter. Combining these channels in a media mix enables you to communicate in the most effective way with different types of customers and prospects at different stages of the purchase decision.
Right Message to the Right Audience An effective media mix delivers the right marketing message to your customers and prospects at the lowest cost and with minimal waste. If you want to reach a consumer audience across various parts of the geography, you might use a media mix that includes newspapers based in different area as well as radio or television. If you wanted to reach a specific group of business decision-makers, such as technical directors, your mix might include specialist business magazines or exhibitions aimed at those directors. To reach a small number of key executives who influence a major purchasing decision, you might include personalized direct mail or an executive briefing session in your mix.
Aligning Media Mix With Buying Stages The emphasis in your media mix should change at the different stages in the buying cycle. When prospects are looking for information, they may read publications covering their interests, search websites, visit trade shows or check product review sites. So, it’s important that you have information in the places they are likely to visit. The emphasis in your media mix would be on raising awareness through advertisements, press releases, product pages on your website, participation in trade shows or comments on social media. When prospects have expressed an interest in your products, you can use a different media mix to nurture them and move them down your sales funnel toward a buying decision. The mix at this stage might include email offering detailed product information, a seminar or a customized sales proposal.
Integrated Media Work Harder The components of a media mix are more effective when they are integrated. The benefit of an integrated campaign is that the media mix is more effective when the components work together and communicate consistent messages each time. In practical terms, that means using the same creative themes and marketing messages across all elements of your media mix. Prospects viewing an advertisement, website page, direct mail piece or product guide from an integrated campaign would receive consistent messages, with each element of the mix reinforcing the others.
Fine-Tuning the Mix Analytical tools are available to assess your media mix and improve the results you achieve. These tools identify the strengths and weaknesses of your marketing programmes and your media mix. By demonstrating how changes in the mix can affect results, the tools help you to reallocate your budgets and create a better mix to improve marketing performance.