When to Diversify or Evolve Your Media Mix: How To Approach Channel Expansion (Bonus Episode)

Marketing Operators · July 24, 2025 · 83 min

Summary

This episode provides a critical framework for ecommerce operators looking to strategically diversify or evolve their media mix. It moves beyond generic channel expansion advice to detail how to assess customer acquisition costs, when to scale beyond Meta, and the importance of aligning channel investment with customer acquisition, not just revenue. Essential listening for brands seeking sustainable growth and effective marketing diversification.

Key takeaways

• Evaluate new channels based on customer acquisition, not just immediate revenue generated, to ensure sustainable growth.
• Strategic channel diversification requires a deep understanding of your ideal customer and where they convert, especially when moving beyond established platforms like Meta.
• Implement rigorous incrementality testing to accurately gauge the true impact of new marketing channels and avoid cannibalizing existing growth.
• Consider organic content and community building as foundational elements before heavily investing in paid channels.
• When expanding channels, consider the operational impact and ensure your business is prepared for potential growth to avoid bottlenecks.

Themes

Topics covered

Episode description

In today’s episode, we’re talking channel expansion and diversifying our media mix - when to think about launching on new channels, what to test, and how to approach those decisions with more clarity.We break down our current media mixes, the journeys that got us here, and the mental frameworks we use to decide what to try next.We’re also joined by Austin Santino, Client Development Manager at Tatari, who shares his perspective on how DTC brands are approaching TV. He breaks down what it really takes to get started with TV advertising, why it’s more accessible than most brands think, and how Tatari is helping brands treat TV more like a performance channel. We talk about starting budgets, creative expectations, how attribution actually works, and what kinds of brands should (and shouldn’t) be thinking about TV right now.If you’re thinking about where to go next with your paid strategy, or how to evolve your channel mix beyond Meta, this episode will help you sense-check your timing, avoid wasted spend, and expand with more confidence.If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv600:00 Introduction04:14 Exploring Channel Expansion and Diversification07:01 Current Media Mix and Strategies17:16 The Evolution of Media Mix Over Time25:50 Testing New Channels and Creative Strategies36:23 Insights from the Media Mix Journey42:06 Testing and Scaling Ad Strategies49:15 Creative Diversity and Measurement in Advertising01:01:04 Navigating TV Advertising: Insights and Strategies01:12:07 The Evolution of TV Creative: UGC vs. High Production01:21:25 Final Thoughts on TV Advertising and MeasurementPowered by:Motion.⁠⁠⁠https://motionapp.com/pricing?utm_source=marketin

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Frequently asked about this episode

What does this episode say about paid acquisition?

Evaluate new channels based on customer acquisition, not just immediate revenue generated, to ensure sustainable growth.

What does this episode say about dtc strategy?

Strategic channel diversification requires a deep understanding of your ideal customer and where they convert, especially when moving beyond established platforms like Meta.

What does this episode say about analytics & attribution?

Implement rigorous incrementality testing to accurately gauge the true impact of new marketing channels and avoid cannibalizing existing growth.

What does this episode say about paid acquisition?

Consider organic content and community building as foundational elements before heavily investing in paid channels.

What does this episode say about paid acquisition?

When expanding channels, consider the operational impact and ensure your business is prepared for potential growth to avoid bottlenecks.

Listen

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