m-cause

Photo Credit: decisions by s~revenge

As media fragmentation continues & more dollars go into online spending globally, the marketing mix is getting more complex. Finding the right mix of TV, print, outdoor, direct mail, online…etc. for brands/products gets harder & harder every day. Once we drill down into online, the mix questions get infinitely more complex. What do we want to do online? Do we want to generate max awareness during this campaign? If so, do we need online media only? Within online media do we need basic banners or more video? Or Advergaming/Widgets instead? What about search, social media, e-CRM, etc.? As Seth Godin noted today in an interesting post:

When choice is limited, I want a generalist…But whenever possible, please bring me a brilliant specialist.

The world needs more brilliant specialists in this brave new online world. Brilliant specialists that understand brand equities/prime prospects and what is right for the brand online.

Yesterday I was also inspired by Seth Godin’s “what do you know” list, so today I started a “what online tool can you use” list. It is by no means exhaustive & partially a riff.  This “topline” list that reflects some of the many routes that spending can be directed against online in any company.

Here goes:

Basic websites, Banner ads, video ads, widgets, advergames, online TV “special formats”, On-line sampling, e-Newsletters, Online Media partnerships, email marketing (everything around CRM online), Search: Organic and paid, Social Media (social networks, forums, blog sponsoship, podcast sponsorship, etc. )

Also, marketers often want to throw in a bit of slick online innovation (something hot off the press) into the mix…now we have a recipe for online mix madness!