The Complexity of Modern Marketing: Why the Mix Matters

In the world of social media marketing, I often hear clients express frustration or confusion when they ask their customers, “How did you hear about us?” and receive the simple answer, “Word of mouth.” While that response may be valid, it neglects the many channels and touchpoints that might have led to the interaction.

The truth is, if you’re doing marketing well, there often isn’t just one thing bringing customers to you. Successful marketing is rarely linear. It’s a multi-layered process involving various elements — billboards, social media, search engines, personal recommendations, and more. The moment someone is asked how they discovered your brand, they might recall one standout connection, but that doesn’t mean it was the only factor that brought them to your doorstep. In fact, it could have been the culmination of efforts across platforms and channels, creating an ecosystem that nurtures awareness, trust, and action.

This concept is something I see firsthand in my own business. Looking at my client list, it’s clear that no single marketing channel tells the full story. Each customer arrived through a different touchpoint, underscoring the importance of a diverse marketing mix.

Here are a few examples:

• Word of Mouth: One customer came through a recommendation, a…