What Is a Media Mix?

A media mix is the combination of communication channels your business can use to meet its
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.
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.
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.
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.