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.


  • 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


  • 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 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


Did you say Paperclip…no I said Pay Per Click

When you hear the words ‘Pay Per Click’, you may think the person is saying ‘Paperclip’, however, they are surprisingly different. See a Paperclip is something which holds paper…whereas Pay Per Click is a search marketing term. This blog is going to get a camera and take a quick Digital Snapshot of what PPC is.

PPC is when a company pays for ads to be displayed in the results of a search engine in relation to keywords which have been entered by the user.

So why’s it called Pay Per Click? It’s called this as the advertiser only pays for the ad when it’s clicked on. So if no one clicks on it, then there’s no charge.

The PPC ads are the friendly advertisements that you typically see on the right hand side or directly below your search engine in the paid listings part of the page next to and above the organic/natural search.

The position of the ad within the search results is based on how much the advertiser has bid, so the more you bid, the greater the chance you have of being higher up in the search results. The bids are placed on keywords. So the key is to unlock those keywords! For instance, if you sold expensive watches, you could bid for keywords such as ‘watch’, ‘watches’, ‘expensive watch’, ‘luxury watches’…and so on.

You can also use ‘Negative Keywords’, which are words which when searched for you don’t want your ad to appear in. These could be ‘cheap watches’, ‘low priced watches’…and so on.

This makes PPC a highly targeted marketing tool, as the advertiser knows that when their ad appears, the user is in their target audience and could potentially purchase.

The actual PPC ad might be a text description accompanied by a picture and a link to that offering. So these prominent calls to action entice the user to click on the ad.

One of the best ways to manage a PPC campaign could be to use a helpful program called Google Adwords which enables you to bid on keyowrds in order to lock them down, create the actual ad, track the analytics and use reports on how the ads are performing.

So, what are the advantages and disadvantages of PPC.


The advertiser doesn’t pay unless the ad is clicked on

Highly targeted approach through the use of keywords – Improves the chances of a sale or lead

Have a rough idea of where you’ll rank in the search engine in accordance to how much you have bid

PPC ads can be displayed quickly, rather than SEO results which take longer for the pages to be indexed by spiders/robots

Simpler than SEO as your rank is based on a bid amount – Whereas SEO requires re-structuring pages

PPC can be used as a branding tool

Can calculate ROI for each keyword and a campaign

Manage a campaign effectively via programs like Google Adwords


PPC ads aren’t trusted as much as they are seen as advertising

The bidding process could see a lot being paid for keywords which could make it an expensive campaign tool

PPC campaigns require expertise and knowledge in areas such as the bidding process, keyword selection and managing the entire campaign

To remain competitive and ensure that a high ranking is kept it can be time consuming to manage a PPC campaign in-house

Unethical actions could occur from users or competitors constantly clicking the PPC ad so that you keep paying for the ad (though after a while the search engine will register this and the advertiser won’t be charged)

And that’s PPC!

So just for fun, here are some advantages and disadvantages of Paperclips.


Keeps paper together so you don’t lose it

Some paperclips have a solid metal structure to keep paper positioned well

They come in different colours and sizes to accommodate colour preferences and the size of the paper

You can make a paperclip chain from many paperclips which can be used for a necklace or just for fun


They can be quite sharp, and you might get injured from them

You can be restricted to the amount of paper it can hold

….and here’s the worlds most famous paperclip…Clippit!!!







In the meantime please feel free to comment on the post. You can also follow me on Twitter @digitalstuart, or follow this blog via the button on the right hand side. Thanks for reading!