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.
Aligning Media Mix With Buying Stages
Entrepreneur notes that the emphasis on the media mix changes at different stages in the buying cycle. 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.
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.
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