Category: Marketing Automation

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I’m willing to bet that today, the typical campaign at any brand uses a media mix.
This refers to the process of using multiple channels to meet marketing goals. The question is, how exactly does it help brands better plan campaigns?

Let’s dive into how it works, review some stats, and see some brand examples.

A media mix is another term for an overview of the channels businesses choose to execute their marketing strategies on. Ultimately, media mix optimization is the process of analyzing the performance of those channels.
Think about the last campaign you saw from one of your favorite brands. What did they do differently that really clicked with you? By incorporating a media mix into your yearly planning, you can narrow down what resonates with your audience.
Media Mix Example
To see how a media mix works for a campaign, let’s use makeup brand The Lip Bar’s latest campaign: “Something BAWSE is coming.”
To build anticipation around its latest product launch and celebrate its 10-year company anniversary, The Lip Bar launched a multi-channel campaign that reached audiences both online and offline.
First up, website.

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When you land on the brand’s homepage, you’ll see an image of the CEO with the following sentence “Shark Tank said no, 12,000 5-star reviews later, 100% that bawse.”
Upon clicking on the image, you’ll arrive at a landing page that has a timeline of the brand. From launching in 2012, to opening its flagship store in 2019, then expanding to 1500+ stores in 2021. Once you get to 2022, you see the tagline “Something Bawse is Coming.”
As you continue scrolling, you reach a section that offers a launch date and time for the brand’s newest product.
The second digital channel the brand leveraged for this campaign is YouTube, publishing a 45-second video showing the CEO’s journey over the last 10 years.

Moving offline, the brand also published billboards in five cities to continue the campaign.
Note how the billboard didn’t use the tagline we saw on social media platforms.

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The benefit of using a media mix is to leverage different strategies to see which tactics work and lead to better conversions.
The Lip Bar’s latest campaign is a great example of how any brand can leverage channels differently to reach the same marketing goal.
Media Mix Stats in 2022
In January 2022, we surveyed over 600 media planners to discover their strategies, goals, and challenges. Here are some interesting findings:

84% of media planners surveyed leverage a mix of organic and paid media.
Email marketing is the most leveraged media channel, used by 1 in 2 media planners.
41% of media planners surveyed will change their media mix in 2022, while 45% will keep it the same.
14% of media planners currently leverage non-fungible tokens (NFTs) while 16% plan to use them for the first time in 2022.
39% of those who use NFTs in their media planning say they have the best ROI of any channel in their media mix.
39% of marketers surveyed say determining the most effective media mix is the biggest challenge of media planning.

Media Mix Optimization
Media mix optimization provides businesses with an understanding of how their messages are coming across to customers. It allows a brand to invest more time and money into marketing strategies that are best suited for their audiences.
Marketers might consider optimizing their media mix if they want to gain some helpful insight into what time and capital is needed to target their audience in a way that gives customers a personalized experience.
But, while media mix optimization is a powerful opportunity for methodizing data collection online, it’s not the best strategy for marketers who employ a lot of traditional marketing techniques, since you can’t really measure the success of a billboard or newspaper ad.
However, to make guided decisions such as what font to use in creative design, when to publish social media posts on various channels, or where to invest resources, this method can be helpful.
Optimizing a media mix means looking at the analytics and ROI of various marketing strategies. This can be anything from engagement data of social media platforms to views on the newest commercial.
That’s where media mix modeling comes in. If media mix optimization is the “what,” modeling is the “how.” Every model can (and should) look different, depending on your marketing and broader business goal.

Media mix models can be used to analyze the relationship between a dependent variable and an independent variable.
For instance, let’s say a business has a question like, “How did paying for a sponsored tweet affect overall blog traffic?” The business’s media mix model should then accurately depict how a dependent variable – like overall blog traffic – relates to an independent variable, such as investing in Twitter.
For businesses still deciding if a media mix optimization is a good idea for them, we’ve put together key tips to guide you when creating a media mix model. Let’s explore those, next.
Tips for Optimizing Your Media Mix
1. Collect personal level data.
The goal here is to find and focus on analytics that will help provide an accurate picture of how customers engage with your media mix.
Analytics software is expansive and offers an array of tools for use. If you’re in the market for one, the HubSpot Marketing Hub is a great place to go.
Having too many metrics can be confusing and lead to inaccurate data. The best plan is to have an idea of which metrics need to be tracked so they can be right at the beginning.
A normal media mix optimization process can take anywhere from a few months to a year. So, collecting the right information at the beginning contributes to getting the most accurate information overall.
2. Have a robust reporting process.
When using a media mix, you often combine online and offline strategies. With this in mind, it can be more difficult to measure the impact of a billboard compared to a paid social ad.
That means you’ll have to think outside of the box when evaluating your media mix. For instance, while an online ad will have clear conversion rates you can find, a billboard may require some creative tracking.
Perhaps, you can track the uptick in branded search volume or improved brand recall.
This requires having a robust reporting process that accounts for the events you’ll be tracking – both online and offline.
3. Choose the right platform.
Marketing teams that use CMS or analytics software are already ahead of the game. Software like this is essential to optimizing a media mix because it can give you numbers that would otherwise take some time to figure out manually.
A brand can analyze its media mix with the use of platforms that collect engagement data in real-time and compile that data into tracking reports.
Look for a platform that can give a holistic view of results across the board, so results will maintain consistency. It’s also good to choose software that specializes in the marketing channels being used at the time.
Because optimizing is measuring a lot of different data at once, stick to as few systems as possible.
For businesses that are in the market for a CMS, HubSpot offers tools that are easy to use for brands of any size.
4. Analyze the data.
We’ve been talking a lot about the kind of data and analyzing that needs to be done in a media mix optimization, but another important factor is being able to interpret and understand that data.
It’s no secret that in the marketing world, there is an abundance of processes and acronyms floating around. While first getting into the groove of understanding them and what they mean can be intimidating, it’s important to know the data being collected and how to use it to your advantage.
For instance, if a marketing team had especially high click-to-open rates for weekly newsletters, that’s useful information to infer that the next campaign could benefit greatly from an email-marketing rollout. Alternatively, if a marketing team has no idea what a click-to-open rate is, those numbers aren’t going to be helpful — just a little confusing.
Reading data to understand its usefulness is just as important as collecting it.
5. Consider public perception.
Knowing how the public perceives your brand can help fill in some interpretation gaps during the modeling process. In the media mix model, think about how to fit in customer opinion. That way, the numbers will have some customer opinions to define them.
There are a couple of ways to do this.
To better understand your brand perception, monitor your brand mentions on social media. Take note of the positives, the negatives, and the questions. You can also create a survey to know how your customers feel about your company and its services and use a net promoter score.
An NPS asks customers how likely they are to recommend a business to a friend. Knowing this will aid in figuring out how a business fares among the competition in the market. It will also assist in future marketing endeavors.
For instance, if customers fill out your survey and ask for more personalized Instagram stories, your team could take that knowledge and include it in your next campaign.
This method ultimately gives the media mix optimization reigns to the customer.
Media mix optimization can help your marketing team figure out which distribution channels will best promote an upcoming campaign, and can ultimately help strengthen your marketing strategy as a whole.
Editor’s Note: This post was originally published in Feb. 2020 and has been updated for comprehensiveness.

The new year can be an exciting time to consider how you might expand your team to reach new goals in 2022.
But it can also be stressful for that very same reason. With a limited budget, how can you ensure you’re making the right hire?
HubSpot’s Blog Research uncovered the top three roles marketers are planning on hiring in 2022. Let’s explore why those three roles matter, according to experts.

The Top 3 Roles Marketing Leaders Plan to Hire in 2022
1. Creative Director
Nowadays, brands are expected to create top-notch content across platforms. To successfully reach new audiences and increase sales, you’ll want to have strong social media, content marketing, and video marketing strategies — to name a few.
As Wistia’s Creative Director, Adam Day, puts it, “In the context of today’s media landscape, the opportunity for brands to express themselves through multiple mediums is more attainable than ever — and consumers are demanding more than ever, too.”
Day adds, “It’s not just about blog posts anymore. Video consumption, alone, is up 121% from 2019, and in a recent survey of Wistia customers, we learned that most companies are increasing their production budgets by more than 10% this year. Businesses need someone who can oversee the creative execution of all this work while maintaining the consistency and quality it takes to have a world-class brand.”
That’s all well and good. But what, exactly, does a creative director do?
“A great creative director develops a clear and engaging visual identity for your brand,” Mark Tanner, Co-Founder and COO of Qwilr, told me. “Visual consistency communicates professionalism, attention to detail, and builds buyer confidence in a brand’s capabilities.”

Tanner told me, “The creative director should ‘own’ how a brand is represented across all visual assets, from your website to ads to product brochures to sales proposals.”

Tanner continues, “And if you think the impact of a creative director is limited to aesthetics, think again. According to a study by McKinsey, design-driven companies consistently outperform their competitors, demonstrating the ROI potential of a good design experience.”
A creative director can ultimately help your business hit its sales goals by ensuring your marketing materials are highly optimized, effective, and on-brand. 
As Tanner told me, “One out of three buyers are influenced by the quality of your sales materials, and that influence can either be positive, or cause your buyer to go with your competition, instead. It’s no wonder the U.S. Bureau of Labor Statistics projects creative director demand to grow by 11%, faster than the average for all occupations.”
Among other things, you can expect a creative director to guide your overarching content strategy; build and manage a successful production process; lead, inspire, and nurture your creative team to drive brand direction forward; and own specific KPIs related to content marketing.
Jenny Coppola, Head of Brand & Communications at Teamwork, says, “Creative directors should focus on ensuring that all brand touchpoints are cohesive and consistent, both visually and in terms of messaging, while also shepherding the idea of experimentation and concerted risk-taking within the team.”

Coppola says, “Your team’s creative director should always be thinking ahead to what the future could look like for the brand and the market as a whole, which means pushing ideas further and challenging the status quo of what’s expected.”

Coppola adds, “Equally as important, creative directors should be close to the customer, understanding what makes them tick inside and out. Knowing your target customer and being able to see the world through their eyes is the best way to build a brand that resonates with them.”
If you can only hire one new marketer in 2022, you’ll want to strongly consider the importance of having a creative director if you don’t already have one. Even a small but mighty team of marketers needs a creative director to nurture their strengths and guide the overarching vision.
Additionally, if your business works with freelancers, agencies, or contractors, a creative director can help streamline those processes and ensure consistency across marketing channels.

2. Creative Assistant
The second most-voted for role in 2022 is a creative assistant.
If you already have someone in a director-level or manager-level role, it makes sense to consider how you might help alleviate some of their responsibilities by hiring an assistant.
A creative assistant is an entry-level professional who will create promotional materials for your brand — those materials could include promotional videos, advertising campaigns, press releases, or social media posts.
A creative assistant will also help your creative director or manager by handling the day-to-day creation of specific marketing materials — for instance, they might write copy, produce designs or infographics, or conduct market research to identify future trends and campaign ideas.
A creative assistant can be a strategic, long-term play for your team. A creative assistant is an entry-level position, which means it’s someone who is often new to the field of marketing.
You might hire a creative assistant with impressive design skills, or a strong knowledge of the various social media platforms, and foster his or her growth on your team.
Simply put, a creative assistant is a hire who will continue to grow on your team and could ultimately have a strong impact on the future of your brand’s marketing strategy. 
3. Content Marketing Manager
“Let’s face it,” Dan Seavers, Talkwalker’s Content Marketing Manager, told me,

“Consumers are rapidly changing. They are savvier, smarter, and more active in their research. And they no longer want to be sold to. They want to be educated, entertained, excited, enthralled, anything … but not sold to.”

Seavers told me that this shift in consumer behavior has led to content marketing as an essential component for any business’ bottom line.
And a strong content marketing strategy needs a content marketing manager.
Why? Well, as Seavers puts it, “To do [content marketing] properly, you need content. A lot of content. We’re talking blogs, videos, podcasts, tweets, reports, case studies, TikTok dances, and more — all weaved into an epic journey that leads consumers from discovery to purchase.”
Unbounce’s VP of Marketing, Meg Sakakibara, agrees that a content marketing manager is vital for any marketing team. 
Sakakibara says, “Content marketing managers are critical for brands today that need a voice that cuts through the noise, builds trust, and ensures content isn’t just a pleasant accessory — it drives conversions.”
Sakakibara adds, “After analyzing the most influential elements for conversion in 40,000 landing pages, Unbounce found that copy influenced conversion more than 2X as much as design did. Content isn’t just the king/queen — it’s the whole kingdom. By investing in content marketing and new technologies like Unbounce’s Conversion Intelligence Platform, people are using content and optimization to convert more leads, sales, and sign-ups to win in this competitive space.”

So what should you look for in a content marketing manager?
Among other things, an effective content marketing manager will execute digital content strategies across platforms, drive traffic and engagement, have a deep understanding of what types of content perform best on which channels, and consistently evaluate how each campaign performs — and shift when necessary.
Additionally, Seaver told me, “To be good, your content marketing manager should always have one eye on your consumers’ ecosystem. Where do they cluster online? What do they talk about? What are they looking for in a product? What problem do they have that you can solve? Their content strategy will answer all of these questions, piece by piece. Slowly building that brand and consumer relationship from awareness — to having your consumers wonder how they can go on without you.”
Finally, a good content marketing manager needs to be a strong fit for your brand and goals. Content marketing is about delivering unique value to your intended audiences — which means your marketing manager needs to know, inside and out, who your target audience is and what they care about.
As Microsoft’s Group Marketing Manager Nora Xu puts it, “It goes beyond a single touchpoint with an action to purchase your product, to a flywheel of inspirational and educational content that meets them where they are. On the Microsoft Advertising brand marketing team, I look for people who can get into the mindset of our audience and create content that makes them feel seen and connected with our brand.”  
Ultimately, you know what’s best for your business needs. Take a careful look at your team’s current strengths, and aim to identify a role that can help fill in the gaps.
Once you’re ready to begin the recruitment process, take a look at these 17 marketing job descriptions to attract the right hire. 

Does anyone remember the days when all we saw on Instagram were poorly lit pictures our friends took and memes we didn’t want our parents to see on Facebook? Well, we’re long gone from then.
The platform has evolved from a simple image-sharing social platform to a money-making content curation one. With the addition of Instagram’s shopping tools, it’s steering more toward ecommerce and less on the social aspect.

So what does that mean for brands? We surveyed over 500 marketers to learn more about their Instagram strategy. Find out below what we found out as it relates to the social platform’s shopping tools.
The Benefits and Challenges of Instagram’s Shopping Tools
When we asked marketers the biggest benefit of using Instagram’s shopping tools, their number one answer was the increased product discoverability.
In the past, users had to navigate to a brand’s website to get product or service details. Today, they can learn everything they need to know about it. In addition, Instagram’s “wishlist” feature also allows users to save products they like to a specific folder on the app.

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The second biggest benefit is the simplified shopping experience. Gone are the days when you need to leave the app to make the purchase. You can discover a brand and make a purchase all in the same breath. This means a more enjoyable process for consumers, which can lead to more purchases for brands.
Another key advantage Instagram’s shopping tools offer is the ability to easily partner with influencers.
Currently, creators can tag easily the products they’re promoting and send traffic directly to the brand’s Shop page.
In addition, Instagram is currently testing an affiliate program, in which influencers have their own Shop page.

This allows users to easily find products recommended by their favorite influencers and make a purchase seamlessly.
Now, onto the not-so-great obstacles of Instagram’s shopping tools.
The biggest thing marketers surveyed complained about is supply-chain issues following many purchases. Since the pandemic, this has been a common hurdle for many businesses, as manufacturers deal with month- or year-long backlogs.
Another concern marketers are facing is not generating enough revenue from utilizing Instagram’s shopping tools or having access to certain features.
37% of marketers also complained about Instagram’s selling fees, which is currently 5% per shipment, or a flat fee of $0.40 for shipments of $8.00 or less. For brands, this is an additional cost that they could avoid by directing traffic to their website instead.
Another big concern is the loss of user data. When Instagram serves as the end-to-end platform, brands can lose valuable data to inform future strategies.
Now that you know the pros and cons of the shopping tools, let’s break down how marketers are using them.
How Marketers Leverage Instagram Shopping Tools
From the marketers we surveyed in our HubSpot Blog Research, 32% currently leverage Instagram Shops in their marketing strategy, and 48% plan to increase their investment in 2022.
While some brands tried the shopping tools as soon as it was introduced, others are just now diving in. In fact, 36% of marketers will be increasing their investment in Instagram Shops for the first time this year.
Meanwhile, 14% of marketers will be prioritizing Instagram Shops above all other features in 2022.
However, one thing to note is that when compared to all the features available on Instagram, marketers say its shopping tools don’t offer a high ROI when it comes to leads. Posting content and going live offer much better results.
With that said, while it may not be ideal for driving leads, it may work well for meeting other marketing goals.

Out of all shopping features available on Instagram (Shop tab, product tagging, guides, Live shopping), the Shop tab is the most used tool by 47% of marketers surveyed.
However, in terms of ROI, it’s in the #2 spot. What’s on top? Instagram Shopping from Creators, which allows influencers to tag the products they’re using in an image or video.
As for shopping tools by format: It looks like in-feed shopping, Stories shopping, and Guides shopping are used at the same rate by over one in three marketers.
How Marketers Approach Product Launches on Instagram
One of the most interesting findings from our research is that for many brands, Instagram’s shopping tools are their sole ecommerce platform.
In fact, 41% of marketers surveyed said most of the brands they work with use the platform’s shopping tools exclusively. The other 59% say their brands have a presence outside of the social platform via an ecommerce website.

So the question is, how do Instagram’s shopping tools impact a product launch? One in four marketers says it’s much better to launch a product exclusively on the platform.
In fact, 83% of marketers surveyed say they have worked with a brand that launched a product exclusively on the platform.
Conversely, 15% say launching a product/service exclusively on Instagram is worse than launching elsewhere.
We’ve covered a lot here. One fact that’s clear is that more marketers will invest in Instagram’s shopping tools than they have in the past. What works well for one brand may not work for another, based on the audience, the audience, and more.
So, don’t be afraid to experiment with all the features and analyze your data to figure out what offers the best return on investment for your company.