I bet a typical campaign for any brand today uses a media mix.

This refers to the process of using multiple channels to achieve marketing goals. The question is, how exactly does it help brands plan campaigns better?

Let’s dive into how it works, check out some stats, and look at some branding examples.

Media mix is ​​another term for an overview of the channels a business chooses to execute its marketing strategy. Ultimately, media mix optimization is the process of analyzing the performance of these channels.

Think about the last ad campaign you saw from your favorite brand. What are they doing differently that impresses you? By incorporating a media mix into your annual plan, you can narrow down what resonates with your audience.

Example of media mixing

To see how a media mix can work in a campaign, let’s use makeup brand The Lip Bar’s latest campaign: “Something BAWSE iscoming.”

To build anticipation around its latest product launch and celebrate its 10th anniversary, The Lip Bar launched a multi-channel campaign to engage audiences both online and offline.

First, the website.

An example of a media mix showing a cosmetic brand's ad campaign on its website

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When you land on the brand’s homepage, you’ll see a picture of the CEO that says “Shark Tank says no, 100% too bad after 12,000 5-star reviews”.

After clicking on the image, you’ll arrive at a landing page with a branding timeline. From its launch in 2012, to opening a flagship store in 2019, it will expand to more than 1,500 stores in 2021. Once it’s 2022, you’ll see the tagline “Something Bawse is Coming.”

As you keep scrolling, you’ll reach a section that provides the release date and time of the brand’s latest product.

The second digital channel the brand used for the campaign was YouTube, which released a 45-second video showing the CEO’s journey over the past 10 years.

Moving offline, the brand has also released billboards in five cities to continue the campaign.

Please note that the billboards do not use the slogans we see on social media platforms.

Example of a media mix showing a cosmetic brand billboard campaign

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The benefit of using a media mix is ​​to leverage different strategies to see which ones work and lead to better conversions.

Lip Bar’s latest campaign is a great example of how any brand can leverage different channels to achieve the same marketing goals.

2022 Media Mix Statistics

In January 2022, we surveyed over 600 media planners to understand their strategies, goals and challenges. Here are some interesting findings:

  • 84% of media planners surveyed use a mix of organic and paid media.
  • Email marketing is the most effective media channel, used by 1 in 2 media planners.
  • 41% of media planners surveyed will change their media mix in 2022, while 45% will remain the same.
  • 14% of media planners currently use non-fungible tokens (NFTs), while 16% plan to use them for the first time in 2022.
  • 39% of those who use NFTs in media planning say they have the best ROI of any channel in their media mix.
  • Determining the most effective media mix is ​​the biggest challenge in media planning, according to 39% of surveyed marketers.

Media mix optimization

Media mix optimization allows businesses to understand how their message is communicated to customers. It allows brands to devote more time and money to marketing strategies that work best for their audience.

If marketers want to understand how much time and money it takes to target audiences in a way that provides customers with a personalized experience, they might consider optimizing their media mix.

But while media mix optimization is a powerful opportunity to methodologically collect data online, it’s not the best strategy for marketers who employ a lot of traditional marketing techniques because you can’t really measure the success of a billboard or newspaper ad.

But when it comes to making guiding decisions, such as what fonts to use in creative designs, when to make social media posts across channels, or where to invest resources, this approach can be helpful.

Optimizing your media mix means looking at analytics and ROI for various marketing strategies. This can be anything from engagement data on social media platforms to views on the latest commercials.

This is where media mixing modeling comes in. If media mixing optimization is the “what”, then modeling is the “how.” Each model can (and should) look different, depending on your marketing and broader business goals.

Media mixture models can be used to analyze the relationship between dependent and independent variables.

For example, suppose a business has a question such as “How does paying for sponsored tweets affect overall blog traffic?” The business’ media mix model should then accurately describe dependent variables (like overall blog traffic) versus independent variables (like investing in Twitter) The relationship between.

For businesses still deciding whether media mix optimization is right for them, we’ve put together some key tips to guide you in creating a media mix model. Next, let’s explore these.

Tips for optimizing your media mix

1. Collect personal-level data.

The goal here is to find and focus on analytics that will help you understand exactly how customers interact with your media mix.

Analysis software is extensive and provides a range of tools to use. If you’re looking to buy one, the HubSpot Marketing Center is a great place to go.

Too many metrics can create confusion and lead to inaccurate data. The best plan is to understand which metrics need to be tracked in order to get it right in the first place.

The normal media mix optimization process can take anywhere from a few months to a year. Therefore, gathering the right information at the outset helps to obtain the most accurate information.

2. Have a robust reporting process.

When using a media mix, you usually combine online and offline strategies. With that in mind, it can be more difficult to measure the impact of billboards than paid social ads.

This means you have to think outside the box when evaluating your media mix. For example, while online ads will have clear conversion rates, billboards may require some creative tracking.

Perhaps, you can track a rise in brand searches or improved brand recall.

This requires a robust reporting process for the events you will be tracking – both online and offline.

3. Select the appropriate platform.

Marketing teams using CMS or analytics software are already leading the way. Software like this is essential for optimizing your media mix, as it can give you numbers that take some time to manually calculate.

Brands can analyze their media mix using a platform that collects engagement data in real-time and compiles that data into tracking reports.

Look for a platform with a comprehensive view of the results so that the results are consistent. It is also good to choose software that is specific to the marketing channel being used at the time.

Because optimization is measuring a lot of different data at once, stick to as few systems as possible.

For businesses in the market that need a CMS, HubSpot provides easy-to-use tools for brands of any size.

4. Analyze the data.

We’ve been talking about the type of data and analysis that needs to be done in media mix optimization, but another important factor is being able to interpret and understand that data.

As we all know, there are tons of processes and acronyms floating around in the marketing world. While understanding them and what they mean can be daunting at first, it’s important to understand what data is being collected and how to use it to your advantage.

For example, if the click-to-open rate of the marketing team’s weekly newsletter is particularly high, this is useful information to infer that the next campaign might benefit greatly from the launch of email marketing. Or, if the marketing team doesn’t know what the click-to-open rate is, the numbers won’t help — just a little confusing.

Reading data to understand its usefulness is just as important as collecting it.

5. Consider public perception.

Knowing how the public perceives your brand can help fill some of the interpretation gaps in the modeling process. In the media mix model, consider how to accommodate customer input. That way, the numbers will have some customer opinion to define them.

There are several ways to do this.

To better understand your brand recognition, monitor your brand mentions on social media. Take note of positives, negatives, and questions. You can also create a survey to find out what your customers think about your company and its services, and use a Net Promoter Score.

NPS asks how likely customers are to recommend a business to a friend. Knowing this will help to figure out how well the business is doing in the market competition. It will also aid future marketing efforts.

For example, if a customer fills out your survey and asks for more personalized Instagram Stories, your team can leverage that knowledge and include it in your next campaign.

This approach ultimately puts media mix optimization in the hands of the client.

Media mix optimization can help your marketing team determine which distribution channels will best promote upcoming events, and ultimately help strengthen your overall marketing strategy.

Editor’s Note: This article was originally published in February 2020 and has been updated for completeness.

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