The marketing channel mix refers to the combination of different channels a business uses to reach its target audience and deliver its marketing messages. This mix can include both traditional and digital channels, each serving a unique purpose in the overall strategy.
Here are some key components:
Paid Media: Channels where you pay to promote your content, such as:
Earned Media: Publicity gained through promotional efforts other than paid advertising, like:
Shared Media: Content shared by users, often through social media platforms, including:
Owned Media: Channels you control, such as:
The goal of a well-planned channel mix is to optimise customer reach and enhance the overall customer experience by catering to different preferences and behaviours.
For example, a company might use online sales to reach tech-savvy customers who prefer shopping from home, while also maintaining retail outlets for those who enjoy in-person shopping. By analysing customer behaviour and market trends, businesses can adjust their channel mix to better meet the needs of their target audience.
Without skim-reading forward, have a quick guess if mobile app usage has surpassed web browsing and if yes, by how much?
Mobile app usage has indeed surpassed web browsing in terms of time spent. On average, mobile users spend about 87% of their time on mobile apps compared to just 13% on mobile browsers (Source: Worldmetrics). This trend highlights the growing preference for the convenience and functionality that apps offer.
Smartphone and tablet users now spend over an hour and a half each day using applications, while the time spent on the web has slightly decreased. This shift is driven by the seamless user experience and specialised features that apps provide.
By diversifying your channel mix beyond the above-mentioned components and adding push notifications and in-app advertising to your outreach, you will tap into the less crowded space of app environments.
Here are two ways to leverage the high engagement levels:
App push notifications
App push notifications are messages sent directly to a user's device from an app, even when the app isn't actively being used. These notifications can appear on the lock screen, as banner alerts, or in the notification centre. See more details here - https://www.reptile.app/blogs/push-notification-strategies-to-engage-your-customers/
Here are some key points about push notifications:
1. Types of Push Notifications:
2. Advantages:
3. Best Practices:
Push notifications are a powerful tool for maintaining user engagement and driving action with an app.
In-app advertising refers to the display of ads within mobile applications. This form of advertising leverages the high engagement levels of app users to deliver targeted ads, often resulting in higher click-through rates compared to traditional web ads. Here are some key points about in-app advertising:
1. Types of In-App Ads:
2. Advantages:
3. Best Practices:
In-app advertising is a powerful tool for both advertisers and app developers, offering a way to reach engaged audiences and generate revenue.
Building an app can be a fantastic way to reach out to customers and expand your business. By planning your development process carefully and focusing on quality and usability, you can create an app that is successful in the App Store - https://www.reptile.app/why-reptile/our-approach/
If you haven’t got an app yet, we build apps faster, smarter and at 1/3 of the costs than most app developers – see Journey of building a mobile app - five things to look out for.
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