Getting the marketing mix right
A marketing campaign is as much about the brand as it is about the research and the marketing tools employed to achieve the results. Many brands fall into the trap of spreading themselves too thin on the marketing front and end up receiving little to no attention. It is important for agencies to understand the unique needs of every client and brand so as to provide them the best marketing mix. It is all very well to say that marketing is all about placing the product at the right place, at the right price and at the right time. But marketing has evolved way past these simplistic descriptions thanks to the many marketing tools available today.
Marketing is essential for a variety of reasons. The two most important reasons for marketing is for branding and visibility and the other is for increasing sales. It is important to note the reason to undertake a marketing campaign before setting out to plan it. Here are some important factors to keep in mind when deciding the marketing mix for any brand:
- What message do you want to send:
This is a crucial aspect of any campaign. Understand the message, service or product you are setting out to market. This is the fulcrum on which you will base all your research and decide what marketing tools you want to go with. If an agency is marketing a new range of jewelry by a reputed brand then the idea is to use both print and digital marketing in equal measures and see that there is a certain amount of synchronicity to the message being conveyed.
- Understand your budget:
Another important factor in any marketing campaign is to understand the marketing budget that you are working with. It is bad form to inflate the budget during the marketing process and will seem highly unprofessional. Ensure that you take into consideration all the factors as well as exigencies so as to best formulate a budget for the client.
- Try different marketing tools:
It is important not to be limited by your own marketing arsenal. Explore different marketing tools be it TV ads, radio ads, flyer, digital media or any other media for that matter. The important part is to understand whether you are able to reach the target demographic of your client or not. If you believe that there is a certain marketing tool that can vastly reduce your client’s budget while giving them the same results, do not be afraid of taking that risk.
- Know your audience:
Marketing is all about catering to your audience. Your product or service might be top of the line but if you are not marketing it in the right way it may completely miss the attention of your audience. If you believe your target audience is more tuned in to radio than digital media make sure you inform the client accordingly and utilize the media for the best results.
- Set measurable goals:
While you may have a wonderful mix of marketing tools to help your client’s brand, the effort will come to naught if you do not have established parameters of success. There is a constant check that needs to be kept on all marketing efforts, it is this check and balance that helps ensure a campaigns success.