What is the best way to determine an optimal marketing mix for a client?

Gather data points from a cross-section of perspectives starting with the team that manages the sales. Learn their challenges getting products or services to market. Compare and contrast that with data from the end users. Overlay the conclusions from the research with marketing trends regionally for the company's consumer base. Identify areas of growth and implement a plan that can be rolled out with a timeline that compliments existing business targets.

Start by understanding what is the main problem that they want to solve , once you understand it , cross check with them so that both of you are on the same page , then list out the process of solution preferably with timeline . Start with simple approach and then keep increasing the complexity level . KPI's should be clear so as to avoid any further misunderstanding

It is always helpful to start with the basics- 4Ps of marketing, or any such model that is widely accepted and understood along with simple KPIs. If the client organisation follows any specific model- use that- makes it more relatable. Capture the objective in the clients words as verbatim as possible, check with them for agreement and to see if you have understood it correctly before you embark of the proposal

Here are some things which have to be defined, and marked for everyone to identify and work towards: Measure of success / ROI and not get enamoured by KPI's of the different tactics.

Use data analytics to take informed decisions. Track and analyze key performance indicators (KPIs) to understand what is working and what needs improvement in real time. Embrace agility in marketing strategies. Stay responsive to market changes, trends, and customer feedback, adapting your marketing mix accordingly as short term goal (STG). Collect feedback from customers and analyze campaign performance. Iteratively refine your marketing mix based on insights and changing market dynamics. By tailoring your marketing mix to the specific characteristics of B2B or B2C, and considering the unique needs and behaviours of your target audience, you are able to create a more effective and efficient marketing strategy.

Determining optimal marketing mixes would typically depend on type of industry client is domiciled in (B2B, B2C, B2G etc), kind of competition existint in the industry technological sophistication of your clients customers. The stage at which your clients produce or service is in its product life cycle also has a bearing on the types of Marketing Mix choices you make. If the client is in a B2C space for instance and is seeking to promote a mass market product/service, some of the more obvious markering choices might include mass media advertising for pull communications and trade promotions and discounts to facilitate push communications strategy. Strong distribution, merchandising and strong route-to-consumer strategies will also help!

Muchas compañías cuando comienzan creen saber quiénes son sus clientes y apuntan a un nicho que no necesariamente es el más rentable. Perfilar tu buyer persona a través de pruebas en diferentes segmentos y la recolección de insights emocionales, simbólicos o culturales son fundamentales para optimizar tus campañas, materiales gráficos, estrategias de marketing y por supuesto tus ventas.

When analyzing customer segments, a company's customers are divided into groups that have similar needs and wishes. This segmentation can be based on various criteria, such as Demographics: age, gender, income, education, place of residence Psychographics: lifestyle, values, attitudes, interests Behavior: Purchasing behavior, usage behavior, media usage Preferences: Brand, product, price, service

It is time to understand who are the targeted customers the client is pursuing. An analysis of the customer segments &needs will assist in tailoring marketing activities. You can then improve services, and customize solutions to deliver the expected experience. The analysis should provide clear insights into different demographic categories such as age groups, purchasing behavior patterns, & and geographical location among others from which we could identify key trends. In addition to segmenting the customer base, we can conduct surveys or one-to-one interactions with a sample of customers. At this stage, you will produce some data-driven insights that can inform decision-makers in product/service development, and marketing campaigns.

El análisis de segmentos y necesidades de clientes es esencial para desarrollar estrategias de marketing efectivas y proporcionar productos o servicios que realmente satisfagan las demandas del mercado. Al comprender los segmentos y necesidades de los clientes, puedes adaptar tu enfoque de marketing y desarrollo de productos para satisfacer de manera más efectiva las demandas específicas de cada grupo. Este enfoque centrado en el cliente tiende a generar relaciones más sólidas y a impulsar el éxito a largo plazo de la empresa.

When evaluating your client's current marketing mix, make sure to adjust for any seasonal or economic factors. Seasonality may be related to specific holidays or to weather patterns. Economic factors of note may include considering whether the country/region is currently in a recession or experiencing high or low inflation.

Is it working? How many enquiries, how many conversions into sales! Are we solving a problem, is there a demand…… also are we using the best routes to market? A bit basic as an approach but one often overlooked

It is important to objectively evaluate data, draw insights as to what is the current standing position of the client vis a vis their industry peers

A current state analysis is a basic first step, then expand to visualizing the entire playing field in order to establish priorities and feasibility. For example and specific to the client, are you focusing on brand awareness or brand loyalty? Are there customer loyalty issues, which is different than customer satisfaction? Who is dominating the market and why? Etc.

Evaluar la combinación de marketing actual y el desempeño implica analizar cómo las estrategias y tácticas de marketing están contribuyendo al logro de los objetivos comerciales. La evaluación continua del desempeño del marketing es esencial para adaptarse a los cambios en el mercado y mejorar constantemente las estrategias. A través de un enfoque analítico y orientado a los resultados, las empresas pueden optimizar su combinación de marketing para alcanzar y superar sus objetivos comerciales.

Optimising the marketing mix entails leveraging analytical models and innovative testing methods. Utilize frameworks like the Ansoff or BCG matrix to conceptualize diverse scenarios combining product, price, place, and promotion. Emphasize data-driven experimentation: employ simulations and optimization techniques to predict impacts on performance and customer response. This isn't just about balancing the 4Ps or 7Ps; it's about creating a dynamic, iterative process where each scenario is rigorously tested and refined based on real-world data and predictive analytics. This approach transforms marketing mix planning from a theoretical exercise into a strategic, evidence-based toolkit tailored to the client's unique market dynamics.

Determining an optimal marketing mix for a client requires a comprehensive approach that encompasses defining objectives, understanding the target audience, analyzing the competitive landscape, evaluating the current marketing mix, developing effective strategies across the 4Ps, implementing and monitoring the plan, and continuously measuring and evaluating results. This iterative process ensures that the marketing mix remains aligned with business objectives, adapts to market dynamics, and maximizes its effectiveness in achieving desired outcomes.

In my opinion, there is no such thing as "best". What makes best depends on the person's familiarity with the scenarios, his social make up, and his readiness to go along with the choice.

Perform a value driver tree & test various hypothesis. Generate Plan A, B, C... & roll out an Minimum Viable Product at the earliest

Generar y probar escenarios alternativos del marketing mix de manera sistemática, identificar estrategias más efectivas y adaptarte a las cambiantes condiciones del mercado. La flexibilidad y la capacidad de aprender de las pruebas y errores son fundamentales para el éxito en el marketing.

Marketing mix (B2B, 2C, B2C) is linked to achieving or enabling the business objectives- mkt share, sales increase, higher profitability etc. Any mktg mix will have constraints, and still accomplish the above. Typical action plan to cover: -reaching the target audience -messaging impacting the key business KPI -reach activity impacts diff KPIs - events, campaigns, webinars, inside sales etc. -timeline, schedule & cost within scenario A , B -reinforcement measures -reduced effect of messaging -tracking & feedback loop over time

Consider preparing several marketing mix plans for multiple likely scenarios. Being able to adjust the plan on the go is always a good option, but if you are also ready for certain developments in advance, it can give your client a head start and a competitive advantage over their rivals.

Basis your hypothesis testing, make final recommendations & align them with the clients' vision/ organization priorities. After obtaining feedback get them to implement the same

Recomendar e implementar la combinación de marketing óptima implica considerar cuidadosamente los objetivos de la empresa, las características del mercado y las preferencias del cliente. Con ello podrás recomendar e implementar una combinación de marketing óptima que se adapte a las necesidades específicas de tu empresa y maximice el impacto en el mercado. La adaptabilidad y la capacidad de respuesta a los cambios en el entorno empresarial son esenciales para mantener una combinación de marketing efectiva a lo largo del tiempo.

It’s also important to * Analyze the current Competitive Landscape: to identify strengths, weaknesses, opportunities, and threats. This will help position the client's offerings effectively and differentiate them from competitors. * Review and Assess Current Marketing Efforts: Review the performance of client's existing marketing mix - product, pricing, strategies, distribution, and promotional activities. Look for any areas for improvement and optimization. * Data and Analytics: Leverage analytics tools to track and analyze data from various sources, eg: website traffic, social media engagement, conversions and sales figures. Data-driven insights inform effective decision-making and resource allocation.

Para hacer un plan de marketing y definir el mejor marketing mix para un cliente hay que tener en cuenta el resultado del DAFO tras los respectivos análisis (interno y externo) y el estudio de mercado. Y con el DAFO: 1. Definir los objetivos que se quieren lograr 2. Con las Fortalezas definir la propuesta de valor y las ventajas competitivas 3. Con las Oportunidades establecer las estrategias para el año presente 4. De la conjunción de las Fortalezas y Oportunidades definir el plan operativo de marketing-mix 5. Y de las Debilidades, establecer un plan interno de mejora continua-Kaizen

In addition to the playbook outlined above, in my experience, the most important step when developing a marketing plan is to *measure* and *iterate* Especially for consumer products, though sometimes for B2B products as well, the reaction of a small number of viewers can yield immensely valuable, and even counter-intuitive insights. When launching new products, I have found the greatest success when testing multiple strategies with small audiences (if sending emails) or small budgets (if delivering ads via Meta, TikTok, LinkedIn, or some other platform), and then listening and iterating multiple times during that critical *first week.* Driving marketing at scale requires success for a very small sample size first!

To design an optimal marketing mix key things to consider: 1. Metric to optimize for in marketing mix along with overarching objective 2. Assessing the current marketing mix 3. Do a test and control to assess pre/post performance along with benchmark 4. Suggest an optimal marketing mix and assess it for the upcoming period

Why "marketing mix"? This meme peaked in 1971 & has been trending down ever since (Google Ngram). Time to refresh metaphors. How about the "marketing matrix": it captures the essence of modern marketing, which requires a multidimensional, integrated, and analytical approach to remain effective in a rapidly evolving business landscape.