Marketing Mix


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Marketing Mix

  1. 1. Marketing Mix Understanding Media mix refers to the various advertising channels through which a company communicates with its audience in order to fulfill a campaign as outlined in the media plan. Generally, a media mix includes radio, TV, print and online advertising endeavors. The media mix is the total amount of advertising that an agency, advertising company or media buyer has budgeted for a specific advertising strategy and media plan. Traditional Marketing revolves round the 4P’s of marketing. The most commonly used traditional marketing channels include TV, Print & Radio. Although time is changing, there is still a large audience that responds and even prefers traditional marketing tactics. It is to be noted that traditional marketing tactics tend to be more costly. Another downside of traditional medium, it is very focused and localised Internet Marketing is defined as marketing or promotion of brands, products, services to the consumers by utilization of internet as a digital medium. Internet is one of the biggest and cost effective digital medium available worldwide. Internet Marketing being one of the biggest digital marketing channels includes: Social Media, Content Marketing, Banner Ads, Email Marketing. Social Media Marketing is the process of promoting products or services in the different social networks either in the form of ads or in the form of content. The goals of a social media marketing campaign can be the same as any other marketing campaign i.e. to increase sales. Brands using Social Media Marketing have benefited in terms of increased brand awareness, acquiring new customers & most importantly it has helped them to engage with the customers Email Marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Email marketing can be done to either sold lists or current customer database.
  2. 2. Content Marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. Content marketing is focused not on selling, but on simply communicating with customers and prospects. The example here is that of Nintendo. When one searches for Wii Fit the result take the user to Nintendo website, where a purchase can be made. However, the second result is a user created video on You Tube called “Why every guy should buy their girlfriend Wii Fit,” with more than 10million views. The entertainment factor involved increases the sales & the online popularity. By spending time online (especially on social networks) one can see how this entertaining content can deliver engagement, build trust and ultimately grow business. Video can be a great medium for this Banner Ads are small rectangular ads appearing on all sorts of web pages and vary in appearance & subject matter, but they all share a basic function, directing the user to the brand web page. Banner ads are usually relatively simple pieces of HTML code, but their presence on the Web and their importance in Internet-based business is immense. Marketing Mix Understanding SMS marketing is marketing using a mobile phone. SMS stands for short message server, otherwise known as text messaging. In short SMS marketing is done using a mobile device to transfer marketing communication to interested consumers. It's an area that is gaining a great deal of interest by businesses both small and large. This of course is understandable, considering that 70% of the world population now has a mobile phone. Pay per click (PPC) is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher when the ad is clicked. It is defined simply as “the amount spent to get an advertisement clicked.”With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content sites commonly charge a fixed price per click rather than use a bidding system. PPC "display" advertisements, also known as "banner" ads, are shown on web sites or search engine results with related content that have agreed to show ads.
  3. 3. Marketing Mix Understanding Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search engine's "natural" or un- paid search results. Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.