Lately my boyfriend and I have been getting into cooking. Nothing terribly fancy just yet, but we’ve been cooking homemade meals every night for a couple months now.

Whenever we select a new recipe, I try to read a few reviews and get a sense of what worked and what didn’t from others. Maybe the peanut butter flavor was too overpowering. Sometimes others recommend cooking for a shorter period of time to prevent burning. And many times, I’m left on my own to guess what will taste best.

These recent experiments got me thinking about those of us in charge of building marketing mixes. For the vast majority of brands and companies, throwing all eggs into one basket is a bad idea. We know that, and we know that using just the right mix of channels and tactics is the key to success. Continue reading →