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.
- 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
- 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
- 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: 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
- 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
- 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
- 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 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.