Traditional Media Framework
Part of the Periodic Table of Marketing
The building blocks of traditional marketing
Av
Advertorials
Advertorials have the highest traditional ROI. Their editorial format builds brand trust and credibility by seamlessly engaging readers, which is essential for bypassing ad fatigue and driving crucial conversions.
Dm
Direct Mail
Direct mail builds brand trust and credibility with its tangible, high-impact presence. This typically high ROAS-medium often is a crucial bridge to online engagement and a key part of a cohesive marketing mix.
Oh
Out-of-Home (OOH)
Out-of-home advertising builds brand awareness and credibility with its high-impact physical presence. It’s a crucial bridge to digital engagement and a key part of a cohesive marketing mix.
Pm
Print Media
In a digital-first world, print media’s tangible presence breaks through the clutter, building brand credibility and trust. This makes it a potentially crucial part of the marketing mix, serving as a powerful way to attract attention.
Ra
Radio
Radio provides a wide reach that is unmatched for building brand awareness and recall through repetition. This is an essential complement to digital, engaging consumers when they are not looking at a screen.
Tv
Television
Television’s massive reach and high-impact storytelling build brand awareness, emotional connection, and trust. This makes it a powerful component of the marketing mix, depending on the industry.
A framework for marketing management
- Audit the components of the marketing mix
- Identify marketing risks and opportunities
- Prioritize marketing tactics
- Optimize the marketing and sales funnel
This strategic marketing framework comprises 14 Tactical Groups, all representing a vital part of a high-performance marketing engine. Each group contains Marketing Elements, each a key component to tactical success.
Investigating and documenting the status, opportunities, and priorities of each Marketing Element provides organizations with a clear marketing roadmap, showing what they should do next to push the needle.
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Practical Use
The Periodic Table of Marketing framework is used to audit, document and prioritize marketing risks and opportunities. This typically starts with a full audit or a partial audit (limited to one or multiple Tactical Groups).
The audit provides a roadmap and a visual overview in a spreadsheet, showing the current status of each Element and providing practical recommendations to improve performance. The recommendations can be implemented in-house or through an agency.
As every component of the marketing mix acts as a multiplier, every improvement leads to a more effective and robust marketing engine, improving brand equity, conversion rates, and sales.
Give it a try!
A Google Ads account is a treasure trove of information, as it touches many parts of the marketing mix: targeting, messaging, KPIs, branding, budgets, CRO, and more.
Order your free Google Ads audit to see how the Period Table of Marketing can assist you in meeting your marketing goals.
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