by Media mix is used to refer that the combination of communications channels which is used for the purpose of advertising particular goods or services by any particular business entities. The main objective of the media mix is to help the businesses in meeting up with the various marketing objectives.
Typically, these include newspapers, radio, television, billboards, 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, according to Entrepreneur.
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, according to MMC Learning. 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.
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 the country, you might use a media mix that includes national newspapers, 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
Entrepreneur notes that the emphasis in the media mix changes at 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 toward a buying decision. The mix at this stage might include email offering detailed product information, a seminar or a customized sales proposal.
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 programs 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.
Advantages
- It helps the marketers in understanding the latest marketing trend that is going on in the market.
- Its take into account various external factors which makes it an effective tool for planning of the budget.
- It also helps in formulating a better strategy so that more and more people can get encouraged to buy the product.
Disadvantages of media mix
The disadvantage of them is that it is not able to provide gradual and person level insight which one important factor on which most of the modern marketers truly rely on. This way the media missing dens did not help in measuring the digital and the traditional form of marketing ROI when combined together.
It is a very powerful strategy to help advertise a product or any service that is being newly launched in the market. The only things that should be taken care of are that it should be prepared by first researching well.
Usage of media mix
It is majorly used in the marketing industry. It is considered to be one of the masters marketing strategies and should be inculcated by all the businesses that are planning to grow at a rapid rate and survive in the industry for the longest time. The media mix is used by all kinds of companies be it a new startup or a small company to any really big and well-established company.
Media mixing is a selling strategy which is compulsory for all. it is used by these companies to select the right kind of advertising channels that will help them advertise their products as many people as possible.
Thus, there is plenty of usage of the media mixing and when it is used with the right kind of approach will help the companies to generate a lot so sales revenue and profit.
Importance of media mix
It is a powerful media to help advertise the goods and services of a particular business entity so that its sales revenue and profit can grow at a rapid rate. The importance of the media mix can be stated from the fact that if it is used in the right manner, the companies are able to deliver exactly the same kind of message that they want to.
It prospects lower cost and minimum waste. it holds importance as it lets the company reach to even those parts of the locations which are quite separated from the rest of the world.
No to reach for a particular ours which includes all kinds of decisions makers, the technical analyst then it is possible for the media mix to consist of business magazines and even a few of the exhibition which is entirely aimed at those directors. Also, it helps in reaching a small segment of the population which can be done by contacting the customers via personalized email and even an executive session in the media mix.
Also, a well-planned media mix helps in strengthening the media channel so that more and more people can get influenced. The media mix helps in coordinating creativity with the right kind of timing and an apt frequency.
This creates a powerful impact on the demographic and encourages them to purchase the goods or the services that are being advertised. The media mix is also important because it does not remain fixed with time.
It understands the need for continues changes that people are going through and hence is adjustable according to the demand of the time. Also for a media mix to be effective is essential that continuous research is done and progressive changes are eking made to keep in touch with the latest trends and create an impact on the masses.
