Marketing Mix and Digital Strategies

Marketing Mix

• Includes elements like lead generation, targeting, market segmentation, the importance of data, and screen time.

Digital Marketing

• Contrasts digital vs. traditional marketing.
• Involves digital security, marketing psychology, and promotional mixes.
• Includes free content.

Digital vs. Traditional Marketing

• Digital overtook traditional spending in 2016.
• 2024 total digital ad spending is predicted at £39.4B (82% of this would be £32.5B)

Inbound vs. Outbound Marketing

• Inbound marketing is consumer-driven ("pull" marketing).
• Outbound marketing is marketer-driven ("push" marketing).
• Methods include broadcast & print advertising, social media advertising, search engine advertising, emails to purchased lists, display advertising, blogging, earned social media, search engine optimization, emails to opt-in lists, and pay per click.

Types of Digital Marketing

• Display Advertising: Common, effective, driven by visuals (text, videos); usually positioned in prominent areas of webpages, social sites, and is tailored based on user history.
• Banner Advertising: A type of display advertising; placed in prominent areas (top/right-hand side) of pages, can be interspersed in content; banner advertisers match website publishers with brands. Google owns the greatest banner ad space (access to 35 million digital properties).
• Pop-ups: Often disliked; appear at the top of content; can be difficult to close or hidden; often used to trick clicks; highly visible; can be targeted and adjusted. Frequently used for data collection.
• Floating Advertisements: Animated ads, appear/float onto a webpage, last 5-30 seconds; block page view; have moving images/audio; resemble push notifications; require manual closure to disappear.
• Interstitial Advertising: Full-screen ads that cover the entire interface; often appear between game levels or content, highly visible, difficult to immediately close, often forces view.
• Text Ads: Consist of text only, are commonly placed on Google result pages; limited visual options.

This quiz explores key concepts in marketing, including the marketing mix, digital versus traditional strategies, and the differences between inbound and outbound marketing. You'll gain insights into lead generation, market segmentation, and the role of digital media in contemporary advertising practices.