The Marketing Mix Applied to the Digital World – Promotion

Well grab the tissues, as it’s the final instalment of why the marketing mix applies to the digital world, and today we’re looking at ‘Promotion’!.

So what does ‘Promotion’ mean when we think of it in digital terms? Well it’s how you can use digital channels to inform, create awareness and persuade an audience to buy your products or services.

Out of all the ‘Ps’, Promotion is by far the broadest and most diverse, as when you think about it, the whole digital marketing landscape is based on promotional elements, whether that’s Search, Social Media or Banner ads. Here’s an overview of all those channels.

Websites

  • Found on the internet, a website contains webpages on information on what a brand sells or offers . To explain this a website has certain design elements and includes text, images and or videos to portray this. Website analytics can be used to monitor activity on it

Search Marketing

  • SEO (Search Engine Optimisation): The natural search results in a search engine. The results will appear in a set ranking depending on keywords
  • PPC (Pay Per Click): The paid listings that normally appear directly under the search bar, or to the right of the screen. The ranking of these is based on how much you pay for keywords

Advertising 

  • Banner Ads: Adverts containing rich media, either an image or video, that appear on a webpage. These ads might be interactive or a still image. Clicking on them will take the user to another website related to that ad or to a call to action
  • Affiliate Marketing: A customer sees an advert for an Apple iPad (Merchant) on The Guardian’s website (Publisher) – If the customer clicks on the ad and goes onto to purchase the iPad, the publisher receives a commission on that sale

Public Relations

  • Public Relations: Managing a brands awareness, understanding and reputation through influencing how they are exposed in the media
  • Online PR: Trying to maximise favourable mentions or opinions of your company, brand, products or website on a third-party website

Viral Marketing

  • Online word of mouth (WOM) usually in the form of a video, image, website or link that is fun, creative or entertaining and is sent amongst people

Email Marketing

  • A form of direct marketing where an email is sent to a recipients inbox. The email might be received either as a promotional tool or after signing up to a newsletter

Three types of emails

  • Outbound Email Marketing: Email campaigns are sent out by companies to customers or prospects as direct marketing to encourage purchase or to build an engaging relationship
  • Permission based Email/Opt In: Customers or prospects have given permission to receive email marketing messages, so it’s not seen as cold emails or SPAM
  • Inbound Email Marketing: Where a company manages the emails that customers send to them enquiring about products or services –e.g. customer service, care, support or help

Social Media

  • A network or community where users interact with one another by creating, sharing and exchanging ideas and content
  • Blog: An online diary created by an individual to communicate with an audience their views or opinions…like this one!

Mobile

  • Mobile Ads: Banner adverts that include images or videos that appear on a mobile screen

For a greater in-depth discussion on Mobile, please read The Mobile Marketing Mix (nice cross-blog promotion there!)

Wow, that’s a lot of digital promotional tools! But each one of these techniques has opened up many channels and avenues that brands can use to promote their offering. They all have the ability to generate traffic to the website, relevant calls to action and most importantly, a purchase!

So, alas, that’s it. We’ve delved into the traditional marketing mix, and seen how it has definitely got a place in this dynamic digital world. It’ll be interesting to see how digital adapts and develops over the next few years and how the marketing mix is further expanded.

Thanks for reading and please feel free to comment. For more digital marketing news please follow my blog or my Twitter account @DigitalStuart.

Here’s a full list of all four ‘Marketing Mix Applied to the Digital World’ blogs for your enjoyment.

The Marketing Mix Applied to the Digital World – Product

The Marketing Mix Applied to the Digital World – Price

The Marketing Mix Applied to the Digital World – Place

The Marketing Mix Applied to the Digital World – Promotion

How to Create Effective Emails

I once heard in a lecture that the best time to send an email was 11am on a Wednesday. The reason for this is that apparently it takes a few days to respond and get your head around the plethora of emails and SPAM you get over the weekend…and Friday afternoon when you don’t really respond to emails 😉 But if your emails aren’t good, then no one will read them, and ultimately it’ll be seen as SPAM (and not the food kind).

So here’s a nice acronym to keep those emails great. Make sure they are C.R.I.T.I.C.A.L.

Creative: It must have appealing colouring, images, graphics with a visually pleasing layout to attract people to respond to it and make it unique.

Relevant: Is there any point in sending an email that’s not relevant to the person you’re sending it to? Nope, there’s not. I personally wouldn’t want an email about some casino offer, pension plan or news from boating weekly. So if it’s irrelevant to the user, they are pretty much likely to consider it as SPAM. Thus it should be tailored to the recipients needs to ensure they perform the crucial calls to action.

Incentive: You need to consider what’s in it for the recipient if they click the link. Maybe they get a discount, are entered into a prize draw, get free subscription or being notified of a website, brand or offer. So giving the person a reason to interact with the email is key to them opening and engaging with it.

Targeted & Timely: Double ‘T’ here! The email must be personalised if someone is going to take it seriously. Starting an email with ‘Dear Reference Number 28474’ isn’t very personal really. Try to use first name terms and if possible use the persons or company’s name somewhere in the text. This might not seem a lot, but it makes it so much more targeted to the individual.

As stated before 11am on a Wednesday is a great time to send an email…but the message must be sent at the right time if the notable calls to action are going to be performed. Sending an email to launch a new campaign at 2.30am on a Friday night might not be the best idea! Usually the morning is best, but depending on what the message is, this could vary. But the most important thing is if it’s received at a convenient time, you’ll be more likely to respond to it.

Integrated: A good way to get maximum success from an email is if it’s coordinated with other communications to provide a cohesive message. Therefore, messages, designs, layouts, images etc. should all be consistent on the email, website, social media, advertising and more. This can reinforce the message and create a better awareness. Something as simple as putting the website URL or social media links on the email can create this integration and have such a big impact.

Copy: The text that’s used must be clear and concise with a good structure, style and explanation to ensure the offer appeals to the recipient and entices them to undertake the necessary calls to action. It might sound obvious, but the message must effectively inform, persuade and create awareness if it’s going to be successful.

Attributes: Many of the emails features must be assessed before launching the campaign. These include a compelling and bold subject line, checking that all the addresses’ are correct (and thus don’t bounce) and the date & time you send the message are relevant. If these simple things are effectively done, it goes a long way.

Landing Page: This is the page the recipient will go to once they’ve clicked the messages link, so it must be relevant, well designed, with good usability and appearance. If you want the recipient to purchase, then the link should go to the final stage of the purchase. If you want them to sign up, the landing page should be the sign up form. If the page isn’t related this won’t entice them to perform the calls to action. You can’t afford to ask your customer to click through many pages to the desired action, as you only have a limited time to attract them.

So there’s a few tips for a successful email campaign, and hopefully they’ll make your emails brilliant!

Thanks for reading, and please feel free to comment 🙂 For more digital marketing news please follow me on Twitter @DigitalStuart