🔥 Tier 1 - Must KnowID: channelMixPlanning
Channel Mix Strategy
The combination of advertising channels used across the customer journey
In Simple Words (Zero Jargon):
Choosing the right mix of platforms (like Meta for creating desire, Google for capturing searches, and WhatsApp/Email for repeat sales).
Why It Is Critical
Channel selection decides where your budget goes. In the Indian market: WhatsApp is a uniquely powerful conversion and retention channel, YouTube provides massive reach at low CPMs, regional language targeting reaches Tier 2/3 cities, and Google Search must be paired with Meta for demand generation.
Calculation Example & Benchmark Matrix
| Channel Role | What It Does | Platform Examples |
|---|---|---|
| Demand Creation | Creates desire in people not actively searching | Meta (Reels/Video), YouTube, CTV, Influencer |
| Demand Capture | Captures high intent from people actively searching | Google Search, Google Shopping, Amazon Ads |
| Demand Nurturing | Keeps brand top-of-mind during consideration | Display retargeting, Meta retargeting, SMS |
| Demand Conversion | Converts high-intent warm audiences into buyers | Branded Search, Meta BOFU, WhatsApp offers |
| Demand Retention | Brings existing customers back for repeat orders | Email, SMS, Loyalty programmes, Custom Audiences |
What You Get: A channel strategy where every channel has a clear, defined role in the funnel - and where the combination covers the full customer journey from awareness to repeat purchase.