Media mix: From no mix to a combination that builds compounding reach
In the earliest days of a business, most founders see marketing as one big category. However, any marketing program can and should be understood in the context of these four mediums: paid, earned, shared, and owned. Separating marketing initiatives into these mediums helps companies visualize and assess their overall media mix — the combination of marketing activities a business uses to communicate its value, promote itself, and connect with its audiences. (more…)