What is Media Mix in Marketing?
Media mix is a dynamic concept that uses various tools to help achieve the organization’s marketing objectives. The mix may include traditional and modern marketing tools such as newspapers, billboards, social media, emails, etc. The purpose of using such a marketing mix is to ensure that your message is delivered to different types of audiences effectively.
Marketers use the media marketing mix to influence existing customers or prospective customers at different stages of purchase decisions. A clear understanding of blending modern and traditional tools to achieve marketing goals is essential for marketing managers.
How to Use Media Mix to Your Advantage?
Marketing gurus use the media mix to achieve specific objectives. We can condense them into four broad categories:
Reaching the Right Audience with the Right Message
If you are scouting for a compelling media mix, then focus on delivering the right message to your audience in a cost-effective manner. Also, you need to be well aware of your audience demographics, preference, and choices.
For example:
Let’s assume your target audience is senior-level management of an organization. To gain their attention, you can use the marketing mix, including print and digital media, to reach them effectively with a proper message. You may use business magazines, national television, TV, or exhibitions. To make your marketing efforts more effective, you may further implement direct emails to get their attention towards your communication.
Alight the Media Mix with Buying Stages
One of the prime benefits of using a media mix is its versatility to help you influence your audience. While determining the appropriate media mix, you need to understand the audience’s buying cycle stage.
If your product or service has already influenced the prospective buyers, then your marketing media mix should be focused on aiding them in purchasing your products or services quickly. You can use trade shows, use newspapers or local radios for advertising your company’s retail outlets, advertising on social media platforms to publicize your online portals, etc.; influencing your prospective clientele would require you to put effort into using the right mix where your information is likely to reach them faster.
Consistency Through Integrated Media
An important thing to remember is that your marketing mix should present a unified message and be consistent. Whether you use digital media or print media, the message should be clear and consistent in all the tools of the media mix.
Maintaining consistency in your media mix requires using the same creative themes, same message, and same details. Of course, how your message is presented on various platforms might differ. However, your marketing message should never be ambiguous. People should receive your marketing message with utmost clarity in every mode of marketing communication. Avoiding any form of confusion should be a prime concern while putting up a strategy while marketing using media mix.
Making the Required Tweaks
Various analytical tools can help us analyze the effectiveness of your media mix campaign. These tools also help identify your marketing program’s weak and strong points.
Marketers can use these tools to their advantage by suitable amending the resource allocation to achieve the desired result. This eventually helps to find the right mix for the marketing campaigns.
Importance of Media Mix in Marketing
The media mix conveys the message across the various platform in a unified manner to influence the target audience. It is an effective tool of marketing that facilitates the achievement of objectives cost-effectively. The sales and revenue of the organization can grow exponentially with the right marketing media mix.
By focusing on finding the right media mix, companies can reach a wider audience, even in the remotest parts of the marketplace. Moreover, the right media mix allows the organizations to get the right people with the right message.
The consistency of message in the media mix helps send a clear message to the audience that helps enhance the campaigns’ effectiveness. Whether we talk about a commercial newspaper advertisement or a personal email to the client, the consistency of the marketing message is what helps to gain the trust of the prospective customers.
Concluding Thoughts
Marketing is a vast domain that uses various tools to attain specific goals. Media-mix is a conceptualized tool that has proven very useful to the marketing domain. The right media mix is all about using a blend of tools to achieve marketing objectives effectively and cost-efficiently.
Whether you plan to use print media or exploit the digital media arena, finding the right media mix is the way to achieve your marketing objectives.
