The New Marketing Mix Was Never So Complicated
You remember the marketing mix from your advertising classes: “The marketing mix refers to the set of actions or tactics that a company uses to promote its brand in the market.”
If I remember my college marketing classes, the definition was based on the fact that you consumed one medium at a time. As with everything, the internet has disrupted this notion. 45% of people say they use another digital devise while watching TV. With nearly half of the audience holding a smart device in their hand while watching TV would change how people watch TV.
In my early career in TV, there was a saying “Tease don’t tell” for promotion and anchor news ads during the day. But now, with the power of phone, I just look up what is teased. The Today Show was teasing a video “you will not believe what this dog can do on skis.” I just did a quick search and found the video on YouTube and watched while in the commercial break.
You also need to be more aware of sound in your advertising. Since people may not be looking at the screen, make sure the audio sells your message.
You may also want to provide key words for people to look up. More than 70% of people using a digital device say they look up information related to content they are seeing. Tell them what to search when they are getting ready to look.
It’s a new, messy marketing mix.