Is there one? A perfect everlasting marketing mix? I am afraid not. And also happy. Because that is why we, marketers, still have a job: we continue to test, test, and test in search of the most appropriate marketing mix, the one that drives better ROMI.<\/p>\n\n\n\n
Audiences’ behavior change \u2013 platforms they are active on, motivations, messages they react to in the current context (the pandemic taught us as much!).<\/p>\n\n\n\n
Marketing channels change, too. For example, right now influencer marketing in Russia changed dramatically because influencers lost access to the platforms they had built audiences on. I know these seem dramatic examples, but they are real. They are around us.<\/p>\n\n\n\n
What I believe you can work with is a work frame to determine the most appropriate marketing mix for your own brand. Below are some of the steps I would take:<\/p>\n\n\n\n
1) Goals<\/strong>: what are our short-term goals? How about the long-term goals?<\/p>\n\n\n\n You might need to get 100 leads in the next 3 months for your business\/department to stay alive. You might also need your brand to be top of mind and increase Share of Voice to 20% because you know there is one competitor that is claiming they are providing the same quality product\/services you do. Each of these goals will guide your marketing mix in a different manner.<\/p>\n\n\n\n 2)<\/strong> Brand communication background: <\/strong>learn from what the brand or its competitors are doing. Do an audit and a competitor review to learn from history.<\/p>\n\n\n\n 3)<\/strong> Resources and deadlines: <\/strong>you need an understanding of what resources are available and the time constrictions. Here are a couple of questions you might ask yourself:<\/p>\n\n\n\n 4)<\/strong> Strategy: <\/strong>after you replied to all the questions above, you come up with a strategy and stick with it for at least 6 months if not more if brand-building goals are involved.<\/p>\n\n\n\n For example, one scenario: You are a brand with a 20% Share of Voice in the cybersecurity industry, target audiences seem to be interested in your products & services, but they do not trust you. Your top competitor has 45% SOV and has been on the market for a very long time. You, on the other hand, have a team of 2 people working on marketing, one is a specialist in content marketing, the other in paid media. <\/p>\n\n\n\n Your approved strategy might be to invest in a brand campaign focused on building trust with the brand in the coming 6 months: increase SOV by 20% in the coming 6 months and increase NPR score by 5 ppt.<\/p>\n\n\n\n Your marketing mix might be the following:<\/strong><\/p>\n\n\n\n Is there one? A perfect everlasting marketing mix? I am afraid not. And also happy. Because that is why we, marketers, still have a job: we continue to test, test, and test in search of the most appropriate marketing mix, the one that drives better ROMI. Audiences’ behavior change \u2013 platforms they are active on, […]<\/p>","protected":false},"author":1,"featured_media":1124,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"\n Is there one? A perfect everlasting marketing mix? I am afraid not. And also happy. Because that is why we, marketers, still have a job: we continue to test, test, and test in search of the most appropriate marketing mix, the one that drives better ROMI.<\/p>\n\n\n\n Audiences' behavior change \u2013 platforms they are active on, motivations, messages they react to in the current context (the pandemic taught us as much!).<\/p>\n\n\n\n Marketing channels change, too. For example, right now influencer marketing in Russia changed dramatically because influencers lost access to the platforms they had built audiences on. I know these seem dramatic examples, but they are real. They are around us.<\/p>\n\n\n\n What I believe you can work with is a work frame to determine the most appropriate marketing mix for your own brand. Below are some of the steps I would take:<\/p>\n\n\n\n 1)\u00a0\u00a0\u00a0 Goals<\/strong>: what are our short-term goals? How about the long-term goals?<\/p>\n\n\n\n You might need to get 100 leads in the next 3 months for your business\/department to stay alive. You might also need your brand to be top of mind and increase Share of Voice to 20% because you know there is one competitor that is claiming they are providing the same quality product\/services you do. Each of these goals will guide your marketing mix in a different manner.<\/p>\n\n\n\n 2)<\/strong> Brand communication background: <\/strong>learn from what the brand or its competitors are doing. Do an audit and a competitor review to learn from history.<\/p>\n\n\n\n 3)<\/strong> Resources and deadlines: <\/strong>you need an understanding of what resources are available and the time constrictions. Here are a couple of questions you might ask yourself:<\/p>\n\n\n\n 4)<\/strong> Strategy: <\/strong>after you replied to all the questions above, you come up with a strategy and stick with it for at least 6 months if not more if brand-building goals are involved.<\/p>\n\n\n\n For example, one scenario: You are a brand with a 20% Share of Voice in the cybersecurity industry, target audiences seem to be interested in your products & services, but they do not trust you.<\/p>\n\n\n\n Your top competitor has 45% SOV and has been on the market for a very long time. <\/p>\n\n\n\n You have a team of 2 people working on marketing, one is a specialist in content marketing, the other in paid media.<\/p>\n\n\n\n Your approved strategy might be to invest in a brand campaign focused on building trust with the brand in the coming 6 months: increase SOV by 20% in the coming 6 months and increase NPR score by 5 ppt.<\/p>\n\n\n\n Your marketing mix might be the following:<\/strong><\/p>\n\n\n\n