As a CMO, one of the most critical questions we need to ask ourselves is whether our current marketing mix is truly serving the goals of our brand. In a world where marketing channels are abundant and constantly evolving, it’s easy to get comfortable with what we’ve always done. But in doing so, we risk missing out on the power of re-evaluation. Here’s a thought: When was the last time you critically analyzed the strengths and weaknesses of each channel in your marketing mix?
Let’s break it down:
Direct Mail: A Personal Touch
Strength | Weakness |
Highly personalized and tangible. Direct mail can cut through digital noise and feel more intimate. It’s still powerful for certain industries or demographics. As most people receive less mail today, brands who use this properly can not only stand out but they can get true business results. | It’s costly and lacks the instant feedback loop of digital channels. Are you getting the ROI you expect, or is it a one-way communication tool that’s fallen behind in your mix |
Television: Mass Reach, High Impact
Strength | Weakness |
TV can deliver powerful, emotionally-driven storytelling to millions in one go. It’s unmatched for building broad awareness | It’s expensive, and with fragmented attention spans and the rise of streaming, are your ads reaching your core audience—or simply fading into the background of a fast-forwarded show? |
Outdoor Advertising: Big and Bold
Strength | Weakness |
It’s hard to miss. Billboards, transit ads, and digital screens offer eye-catching, unavoidable visibility. | Outdoor lacks targeting. Are your massive outdoor spends delivering value to the right audience, or are you speaking to people who may never engage with your brand? |
Online Advertising: Targeted and Trackable
Strength | Weakness |
Online marketing allows for precise targeting, real-time optimization, and measurable results. You can reach the right person, at the right time, with the right message. | Digital fatigue is real. With ad blockers, banner blindness, and privacy concerns, is your digital spend really cutting through, or is it part of the noise? |
Social Media: Engagement at Scale
Strength | Weakness |
Social offers dynamic ways to engage with your audience in real-time, building relationships and communities. | Algorithms constantly shift, and organic reach is becoming harder to achieve. Are your social efforts generating meaningful engagement, or are they simply chasing fleeting likes and shares? |
Search Engine Marketing: Capturing Intent
Strength | Weakness |
SEM allows you to target customers when they’re actively looking for your product or service. It’s a great tool for conversion. | It’s highly competitive and costly, especially for popular keywords. Is SEM driving long-term loyalty, or are you stuck in a cycle of paying for every lead? |
Email Marketing: Personalized and Direct
Strength | Weakness |
Email marketing remains one of the most cost-effective and targeted channels. It’s personal, measurable, and scalable. | Over-saturation and poorly executed campaigns can land your emails in spam or annoy recipients. Are you treating email as a relationship-building tool, or a fast sales pitch? |
The Real Question: Is Your Mix Working for You?
Every channel has its role, but the key is balance. Is your current mix aligned with your business goals and your audience’s behaviour today? Or are you sticking with old habits because they’ve worked in the past?
With media consumption habits constantly changing, what worked yesterday might not be what drives results tomorrow. When Social Media Marketing started a brand could get significant feedback, but the changes in algorithms seriously limit reach today without paying for it. Even then, what % of your clicks are bots? Last time we checked, Bots don’t buy.
Take the time to reassess. Are you over-reliant on one channel? Are you underestimating the power of another? Is your budget driving real value, or are you chasing metrics that don’t contribute to your bottom line? In this rapidly evolving landscape, the most successful marketers are those who are willing to adapt and innovate, not just maintain the status quo.
What does your current marketing mix say about your brand’s future?
