Mixed Media Marketing: Why Businesses Should Blend Traditional & New Media Channels

Since the turn of the century, established marketing channels have been vying with their more compelling digital offspring to win more of your marketing budget. But is the decision really that binary?

It's no secret that digital marketing channels offer a lot. Marketers are able to gather and analyze much more data, providing deeper insights into both the individual customer journey and wider consumer behavior. This changes how most companies plan and execute promotional campaigns.

multiple marketing channels

Contrary to popular belief, however, this data doesn't end with digital media. Being able to define the most effective ways to communicate with customers and take advantage of multiple channels, online and out in the real world, makes media alignment more important than ever.

Your customer isn't limited to exclusively digital or traditional media, which means neither should you be. Delivering mixed media marketing campaigns helps your business to react quickly to changes in consumer behavior and reach your buyers in multiple places with the same campaign.

The Importance of Mixed Media Marketing

Very few businesses can succeed with only one promotional channel in place. In almost every case of a well-known brand, whether on the local or national level, you'll find marketing campaigns that cross channels and use the unique aspects of different media formats to create a better campaign.

But while mixed media marketing is clearly important, a Millward Brown study in 2015 found that only 25% of brand marketers are confident they've achieved the right blend.

One of the primary reasons for this is the sheer number of options. Quite simply, it can be overwhelming for decision-makers, especially business owners, to know which channel is going to yield results. From events and out-of-home advertising to e-mail and online ads, balancing channels and budget can be tricky.

mixed media markeing - millward brown study

That being said, there's no rule that states every business must get the mix right on the first try. Over time, a little early research and experimentation with different channels will get you moving in the right direction.

Here are three steps that will help you get the ball rolling:

  1. Let customers lead: Understand your ideal buyers and where they gather. This is the first step to connecting with potential customers and navigating the channels that will consistently reach them in a cost-effective way. Do some research to understand the platforms they use, as well as get a feel for the time and/or money you'll have to invest to reach them there.
  2. Be selective with social: Although some platforms offer compelling returns, others will be a waste of your time. Be picky and only select the most effective social networks for your business.
  3. Set your metrics: Once you've chosen the channels you expect to yield the best results, define performance metrics to assess their contribution. Track progress and adjust the mix as necessary to maximize success.

Traditional and new media marketing channels might seem as though they're in direct competition, but the reality is that aligning the two is the best way to achieve real marketing results.

Every platform has something to offer, though not all of them will be an advantage that your business can use. If the audience you're trying to reach doesn't intersect with a certain channel, you'll see that and be able to discount it fairly quickly.

Mixed media marketing takes time to develop. Do your homework and use your gut instinct to get started, then develop performance metrics and meet regularly with your marketing team. Discuss which channels are working and those that you can afford to get rid of. Through a steady course of experimentation and data-driven decisions, you'll begin to find the right marketing blend for your business.

Tips to Improve Your Mix Media Marketing Strategy

Mix media marketing is a dynamic and versatile approach to reaching your audience. Knowing what is mixed media advertising and how to effectively implement it can profoundly impact your business's success. Here are some tips to improve your mixed media marketing strategy:

Engage in Cross-Channel Promotion

Utilize a marketing channel mix that allows your message to flow seamlessly across different platforms. This approach ensures that your content reaches a wider audience, providing a unified experience. For example, promote a blog post on social media, then link it back to an email campaign, creating a cohesive brand narrative.

Use Memorable Vanity Numbers

In your media mix marketing, incorporate vanity numbers as they are easy to remember and can significantly affect customer recall. This strategy is particularly effective in traditional media like radio and TV, where quick recall is essential.

Focus on Mobile Optimization

With the increasing use of smartphones, optimizing your digital content for mobile is key. This means designing websites and emails that are mobile-friendly, ensuring that your marketing media mix is accessible to a mobile audience.

Implement Personalized Marketing Techniques

Personalization can provide a significant boost to your marketing efforts. Use customer data to design customized emails, offers, and content, making each interaction unique and more engaging.

Explore Interactive and Immersive Content

Interactive content like quizzes, polls, and AR experiences can enhance your audience's experience with your brand. This content is particularly effective on social media and can be crucial to your marketing plan.

Invest in Video Marketing

Videos are a powerful tool to convey your brand's message. They can be used across various platforms, from social media to your website, making them an integral part of your marketing media mix.

Prioritize Customer Experience and Engagement

In any marketing channel mix, customer experience should always be a priority. Engage with your audience through comments, feedback, and customer service. This approach helps to determine the effectiveness of your mix media marketing strategy and optimize future campaigns.

Mix media marketing requires a strategic blend of traditional and digital channels. Businesses can create impactful and memorable marketing campaigns by understanding what is a media mix and how to leverage it.

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