Marketing Mix

A company’s marketing mix refers to the multiple channels, vehicles and venues it will use to distribute its marketing message to drive sales. For example, a company probably wouldn’t only put its message on a billboard along the interstate. A good marketing mix might include a billboard, but also some digital advertising, maybe an in-person event, a public relations strategy and social media campaigns, depending on the company and the message being conveyed. But typically, the best strategy is one that crosses multiple channels to reach a consumer in multiple places.