The 14 Ps of Mixed Media Marketing - Part 5

Precision
One of the greatest advantages of using a mixed media marketing approach for your advertising is the ability to target your market precisely. Online advertising is the only real precise form of advertising. Traditional advertising is a very rough estimate in comparison. If you want to reach women who are 25-35 years and earn between $30,000 and $50,000 and interested in the health of their pet, you can online! And it will cost you only a fraction of what it would to advertise in a pet magazine or women’s magazine! What’s more is that you will get a direct response and the results are available almost instantly!

How accurate do you think the readership, viewer or listener figures are? How targeted are the commercials you see or hear to your needs?

We are overloaded with irrelevant messages – even online. The Internet Age led to the Information Age and now we are in the Attention Age where advertisers are competing for attention. Our local newspaper is still pushing the message “use a medium that will reach the most people” to small-medium local businesses! This works for the masses that need to choose a mobile company and who want to see the latest Toyota but the masses won’t enroll in a teaching degree or buy luxury home floor plans.

If you know your customers well enough you should be advertising precisely to them. Avoid wasting your precious marketing budget.

It is easy for us to guarantee your advertising will work and generate a profit because we only advertise to where your customers are when they want you. This is Precision!

The 14 Ps of Mixed Media Marketing – Part 4

People
This P has been touted as one for the services industries. However, mixed media marketing does not see any reason why this should not be applied to all marketing. People are always integral. It is people that we target and motivate to respond to our marketing efforts. The behaviours of these groups must be understood by you, the marketers and the business.

The People that must be considered in mixed media marketing are:

• Employees – what are their attitudes towards the company? Are they being used to their potential in their strengths? How do they interact with customers?
• Sales and representatives – are they recreating the desired representation of the company? Are they passionate about the product? What feedback are they receiving from the market?
• Target market audience – what do they need? What is important to them? What message are they receiving from you? What are they thinking? What are their options?
• Consumers – are they satisfied? What are their perceptions having purchased from you?

Those People who are internal need to be able to add value to the product or service experience that you are offering. You can only know this when you have investigated the issues and perceptions of these groups.
Those People who are external and are interacting with your brand or company need to be communicated to effectively about what your business can offer. You can only know this with marketing research. It will reveal how people are receiving and responding to your marketing and the perceptions in the marketplace.

Your mixed media marketing success depends on your ability to win People.

The 14 Ps of Mixed Media Marketing – Part 3

Product
The original 4 Ps of the marketing mix are still applicable today in mixed media marketing. However, we look at Product differently than in the old school of marketing.

The old school of marketing analyses:

• Product innovation, features, upgrades
• Product differentiation, comparison, competitors
• Product variation, lines, flavours, colours

Product was a function of the product development team; the marketers where then responsible for finding a market that would buy it.

Mixed media marketing analyses:

• How a product can solve a market’s problems
• The perception of a product through marketing research
• How the product performs and is received in the market place

The new focus is on the market. Mixed media marketing works in a market place where customers choose to buy your product and are not sold to. This is how your customers purchase today.

The 14 Ps of Mixed Media Marketing – Part 2

Personality
This is part of a review of your company, brand and website. Some of the things that you will need to look at to evaluate your company’s personality are:

• What impressions and feelings does the market have towards your brand? (primary marketing research will tell you this)
• What are the characteristics, qualities and values of your brand and company?
• How are these communicated to the market?

Analysing and developing the personality of your company, brand and website is important in controlling and understanding your marketing mix. You will learn what people think about your company and industry with the goal of developing these ideas into more desirable perceptions of your brand.

It does not make sense to introduce a marketing plan of any type without an understanding of what the market thinks about your brand. With this information, you can focus your strategy on what your company needs to work on, what your market wants and the type of brand personality your market wants to buy from. This is especially important if you are selling online and rely on an ecommerce store.