The Right Media Mix is Essential for Effective Marketing
With the growing importance of digital, even businesses with modest marketing budgets need to review and potentially adjust how they allocate their media dollars.
In April 2015, Millward Brown Digital conducted a study about the marketing mix choices among leading U.S. marketing executives. Following are highlights:
- The “best-in-class” media allocations in an advertiser’s media mix are: website/content development, traditional advertising, and digital advertising.
- Current and future trends see advertisers moving toward a more digital media mix: over two-thirds of brand marketers created integrated strategies — up from 59% in 2014, and six in ten media/ad agency marketers did the same.
Knowing consumers and where to reach them is essential to effective marketing and the optimal media mix. Digital channels will continue to increase their presence in marketers’ media allocations.
Source: Millward Brown Digital: “Getting Digital Right 2015”, reported by emarketer.com
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