Choosing your marketing mix—a quick primer on creating the perfect marketing recipe.

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.

Broad awareness Programmatic display
Social media (focus on impressions)
Internet radio
New visits to website Search / PPC
Social ads (focus on clicks)
Inbound content
Return visitors Retargeted display
Email marketing
Social ads (retargeting or targeting followers)
Consideration Search
Content marketing
Drip email campaign
Conversions Content marketing
Drip email
Retention Retargeted display
Inbound content
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.

If you’d like to learn more about the custom marketing mixes Common People United can craft to meet your goals, just click the banner below and sign up for your free consultation today!