When developing a marketing mix for a new campaign, not only do we need to ensure that each channel's tactics complements the others, but they also need to stand on their own to move the prospect forward to the next step in the process.
Our marketing mix should include every available channel that makes sense for the product. We can choose from: direct marketing (including email, phone, print), search marketing, social media marketing, advertising, public relations and mobile marketing.
Different products require a different marketing mix, but no matter what channels we use, each should lead the prospect to the product website which is "brand central." It's there that we get to tell our story in detail and prove our authentic intention to help customers solve their problems.