Why Should Media and Medium Mix Be Made?

Media mix, which is one of the tactics used by brands to achieve their marketing goals and contact the right audience, is a combination of focused communication methods.

Medium mix means diversifying the channels used by the brand in line with its budget and target audience and using different channels for each message and the expected gains of the message.

What does making the right media mix bring to brands?

Creating a focused medium mix ensures that the right metrics are used to achieve communication goals, the advertising budget is used efficiently, and the brand strengthens its digital presence, while also offering the benefits listed below.

Reaching different audiences: Each channel has a different audience. In the most understandable way, user profile and expectations on TikTok are different from user profile and expectations on Instagram. This difference, which extends from the usage habits of the medium to its advertising policies, requires brands to carry out studies specific to the nature of the medium.

Message diversity: In channels where the purposes of use are different, the messages that attract the attention of the audience and the language of communication also differ. Choosing the right medium to deliver messages appropriate to the tone of voice and communication language determined for the brand is a critical determinant for success. For example, it would be a good move for a candy brand that does not have B2B business targets and aims children to have a presence on TikTok and Instagram rather than LinkedIn. 

Strengthening digital presence: Producing active content by being present on more than one channel in line with strategic planning strengthens the digital assets of brands. As you may remember, the access block on Instagram left brands that did not mix medium and continued their communication through a single channel in a difficult situation. To avoid any problems in communication sustainability, a mix of medium must be made. 

 

Access and frequency: Reach and frequency regulations inherent in the media constitute a critical parameter for brands. Campaigns that are carried out only outdoors have a lower reach and frequency rate compared to outdoor campaigns that are also supported in digital channels. In communication studies with high reach and frequency targets, a medium mix must be made.

 Application of creativity: Different mediums offer different opportunities and constraints for creativity. For example, while a short one-minute video may perform well on TikTok, it may not have the expected impact on platform X.

Meeting communication goals: Mediums are designed to meet goals in different areas. While a brand that wants to be known by a wide audience can choose TVC, another brand that wants to move forward through a narrow B2B-focused channel can only take part in LinkedIn or X.

When the media mix is ​​prepared in accordance with the determined communication strategy, it ensures that a holistic approach is maintained and increases reach and effectiveness. If you encounter a performance below your expectations in your communication efforts, evaluating your media mix will be the right start for a solution.