A channel mix is simply the combination of different marketing channels that you use to reach your target market. Common digital marketing channels include paid advertising, organic search, social media, email, and content marketing (just to name a few). Each channel has its own strengths and weaknesses, which is why it’s important to use a mix of channel mix marketing.
For example, let’s say you’re a fashion brand that wants to increase awareness of your new spring collection. You could run a paid ad campaign on Instagram, post about the collection on your blog and social media channels, send an email blast to your subscribers, and even partner with influencers to get the word out. By using a mix of channels, you’re increasing the chances that your target market will see (and be interested in) your new collection.
There are a few other benefits of using a channel mix in digital marketing as well. First, it allows you to reach people at different stages of the buying cycle. For example, someone who sees an ad for your new collection on Instagram might not be ready to purchase right away. But if they then see a blog post about the collection or receive an email with coupon codes for the collection, they might be more likely to purchase something from your site.
Second, using a channel mix can help you avoid putting all your eggs in one basket—which can be risky if that basket happens to break. If you’re only focusing on one channel (like paid advertising), and something happens to change (e.g. Facebook announces changes to its algorithm), you could see a significant decrease in traffic and sales overnight. But if you’re using a mix of channels, you’re less likely to be affected by changes in any one channel because you have other channels to fall back on.
There are many benefits of using a channel mix in digital marketing, including increased reach, higher engagement rates, and improved ROI. If you’re not currently using a channel mix in your digital marketing efforts, now is the time to start! By diversifying your approach, you’ll be able to reach more people, at different stages of the buying cycle, with different interests and needs.