Utilizing an effective marketing mix can create substantial changes in your overall ROI. Simply adding a television ad, when you haven't used one previously, can increase your branded search traffic by as much as 98%. Using more than one channel for your advertising mix can increase engagement substantially: single-channel ads see about 5.4% engagement rates, while omnichannel ads can increase engagement to an average of 18.9%. You need a marketing mix in order to achieve the highest possible advertising success. Finding that perfect balance can be one of the biggest challenges for many businesses. Here are some tips for finding and creating the perfect marketing mix.
Each Client is Different
The perfect marketing mix depends heavily on the client doing the marketing. The ideal marketing mix for one business may completely fail for the next based on these key factors:
- Who is your target demographic?
- What KPIs are you using to measure the success of your campaign?
- Are you trying to create brand awareness (at the top of the marketing funnel) or drive traffic (at the bottom of the funnel)?
Ultimately, each business must answer those key questions in order to determine the mix that best fits a specific campaign. For example, digital ads and content can often help drive the bottom of the funnel awareness, while TV ads can help create top of funnel awareness that can drive more traffic to the business's site.
Creating the Right Mix for Your Campaign
In order to determine the right mix for your campaign, take a look at your goals and your budget. Carefully consider how they intersect to allow you to design a more effective marketing campaign.
Start by considering what the call-to-actions ask of consumers. What action do you want them to take as a result of the ad? Do you want them to visit your website, come into your store, or make a purchase? Your CTA may help determine where you want to place the ads in order to make it as easy as possible for your customers to take action.
For example, a television ad might encourage customers to visit your physical store, while a digital ad might focus on guiding customers directly to your website. Your television ad may also focus on raising awareness or increasing consumer knowledge of specific factors related to your business, including what products and services you offer or what sets you apart within your industry. Your digital ads, on the other hand, might focus on closing the deal and completing a purchase.
Next, consider your budget. Inadequate marketing budgets can quickly lead to a lack of success in your overall campaign. Whatever your marketing budget, however, carefully consider what it allows you to do. How can you use that budget to its greatest effect? A media partner can provide you with more comprehensive guidance about what marketing avenues best fit your budget and target audience.
Your message will determine how you deliver it. Without a solid understanding of what you want to say to your audience, it can be difficult to put together the ideal mix. Once you understand your message, however, you will be better positioned to put together a campaign that helps that message reach a wider audience and for your target audience to seamlessly transition to the action you want them to take.
Why You Need a Mix of TV and Digital
Put simply, TV gets a lot of consumers into the funnel. It's a great way to raise awareness of your brand right where your customers already are. A great TV commercial casts a wide net that lets a wide percentage of consumers know who you are. By targeting those ads to the channels, programs, and times your target audience watches most often, you can narrow your focus while still expanding that high reach that you need at the beginning.
Then, you can shift to digital to close the deal. Retargeting through digital ads can allow you to get your content back in front of consumers who have already seen your ad on TV. That TV ad helps build trust and showcase the validity of your business, while digital ads bring consumers through the bottom of the funnel and help guide them to make a purchase. When both pieces of the puzzle interact together, you get a more effective advertising campaign and a higher return on your overall investment.
The perfect mix of TV and digital advertising will always vary based on the client, their goals, and their audience. When you take all these factors into consideration, you can design a more effective marketing campaign that will allow you to reach your target audience, increase their confidence in your business, and guide them through the sales funnel. By carefully evaluating your goals and your position, you can substantially improve your overall advertising return on investment.