What do mixology and digital marketing have in common?
With so many options to choose from, it can be hard to find a combination that winds up leaving you satisfied. With mixology, you’ve got a whole bar full of ingredients. With digital marketing, your options come in the form of digital channels. The temptation is to do a little bit of everything, but that can result in spreading your budget too thin and watering down your efforts, or spending too much on one channel and not enough on another.
|CAMPAIGN GOALS||KEY MARKETING CHANNELS|
|Broad awareness||Programmatic display
Social media (focus on impressions)
|New visits to website||Search / PPC
Social ads (focus on clicks)
|Return visitors||Retargeted display
Social ads (retargeting or targeting followers)
Drip email campaign
Social media content
Obviously, these are rough sketches. Much like mixology, finding the perfect marketing mix is both an art and a science. Once you’ve got a new recipe in hand, you still have to taste it to get it just right! With marketing this means validating that your new combination is moving the right numbers in the right direction. And, of course, you should also consider how well this mix pairs well with any offline marketing efforts.
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