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Digital Marketing Mix: Why It Matters & What’s In It

Digital Marketing Mix: Why It Matters & What's In It

The Digital Marketing Mix is a four-part framework that identifies the types of content (or channels) and interactions used by digital marketers to connect with users across the various touchpoints of the customer journey.

With the average American spending 13 hours a day consuming digital media, it's safe to say that digital marketing plays a critical role in building a brand. A solid online presence can provide a competitive edge for companies of any size. But a lack of understanding and an ill-advised strategy can lead to failure, so it's essential to know which digital platforms to focus on and where to invest your efforts. Here is a look at three areas where you can improve your digital marketing strategy and boost your chances of success.

When it comes to digital marketing, there is no one-size-fits-all solution. Different strategies work for different industries, and different campaigns need to be tailored to match the objectives of each business.

However, there are some key components that most businesses should be familiar with. These include content marketing, social media marketing, search engine optimisation, and email marketing.

This article will examine how these components can help a business grow.

What Is the Digital Marketing Mix?

Digital Marketing Mix
Source: Shamrock

The term digital marketing mix refers to the formula of tools and media your company should use to succeed online. A sound marketing plan comprises three components: content, audience and channels.

  1. Content: Content is the critical element of any successful digital marketing strategy. Without content, you have no reason for being online, and you certainly have no way to convert your visitors into paying customers.
  2. Audience: Targeted audiences are what the digital world is all about, and they're the heart of every successful digital marketing strategy. When you have a specific audience, you know whom you're reaching, and you can determine what types of content you'll need to produce.
  3. Channels: Channels refer to the type of media used to communicate your message, whether it's through traditional or social media, or both.

Digital marketing combines content creation, targeted audience building and delivery, and conversion optimisation. This process requires all the above components to work together to create the ideal marketing strategy for your company.

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Content Creation

Content is the core of digital marketing. Your digital marketing plan should include a solid content creation component that includes:

While content isn't the only element of digital marketing, it's one of the most important. A well-developed and consistent content strategy can give your business a competitive advantage and attract more customers.

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Targeted Audience Building

An excellent digital marketing strategy includes building a targeted audience. Audiences are the people who will be interested in your brand. It would be best if you built a large, loyal audience before you can convert them into your customer base.

The more targeted your audience is, the more value you'll be able to offer them. If your audience is too broad, you'll lose money on advertising.

Conversion Optimisation

This aspect of digital marketing focuses on converting visitors into customers. If you don't have a clear conversion strategy, you'll likely spend more money on advertising and promotions than you'll make in sales.

A successful digital marketing strategy includes the following elements:

  • SEO (Search Engine Optimisation)
  • Social Media Marketing
  • Paid Advertising
  • Email Marketing

The digital marketing mix is a formula that every business needs to follow to succeed online.

How Can I Create a Digital Marketing Mix That Fits My Business?

The marketing mix must fit your business. Some businesses may not need to include video, for example. If you're selling a product that people want and can afford, then you may be able to skip the expensive forms of communication like infographics, white papers, and videos.

You must develop a plan that works for your business. Make sure that it fits your budget and your resources. Once you have a digital marketing plan, test different aspects of your plan. Ask your clients for feedback, and see how they respond.

When it comes to your company's marketing mix, don't try to reinvent the wheel. Instead, think about what you do best, and find ways to incorporate that into your digital marketing strategy.

Your business will thrive and grow by creating a solid digital marketing mix. You can use it to attract and keep customers, increase profits, and improve your brand's reputation.

The internet contains information about creating a digital marketing mix that works for you and your business. Don't hesitate to read and learn.

Digital Marketing Is Different Than Traditional Marketing

What Is Traditional Marketing Strategy

Traditional marketing tends to be slow and unresponsive. People tend to forget about an ad campaign that didn't perform well, and the digital market is no different. For this reason, building a relationship with your customers through the medium they prefer is essential.

Digital marketing is different from traditional marketing because it's constantly being updated. If your business isn't responsive to customer feedback, you risk losing customers and potential customers to competitors who are.

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Here are a few ways you can get started in digital marketing today.

How Can I Get Started?

Start with a question.

In an age where everyone has an opinion, asking questions lets you learn about your target audience. Ask yourself, “What do I want my audience to think?”

What's in it for them?

Asking questions helps you understand your audience and their needs. What benefits are you bringing to your audience if you're offering services or products? What pain points are they trying to address?

What will people say about your business?

You gather the information that helps you plan your strategy by asking a question. The first step to creating a successful campaign is understanding your audience, which starts with asking questions.

Make Sure to Include Keywords

Once you've got your answers, it's time to use your keywords effectively. Keywords are the words or phrases people type into search engines to find what they're looking for. Think of keywords as the seeds that sprout into your campaigns.

Search engine optimisation (SEO) is a way to plant your keywords strategically. You can use tools to help you create a keyword list and generate ideas based on your and your audience's interests.

Create an Effective Strategy

Once you have a keyword list, it's time to develop a strategy. This includes deciding which channels you'll use to share your content, as well as determining which of those channels will work best for your goals.

For example, if your goal is to sell more products, you'll probably want to use social media to promote your product or service. If you're hoping to raise awareness, you might choose to include ads on search engines and other websites.

Start Small

You don't need to begin your digital marketing efforts from the start. Start by planning to invest in your business.

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What is a Digital Marketing Strategy?

A digital marketing strategy is a long-term plan that incorporates all of the activities involved in a digital marketing campaign. It includes everything from building a website to choosing a social media platform to develop a mobile app.

The main components of a digital marketing strategy are:

  • The objective of your campaign
  • The audiences and channels that you're targeting
  • The timing of your campaign
  • The budget that you'll allocate
  • The metrics that you'll use to measure the success of your campaign

There are three main types of strategies:

  1. Campaigns that use traditional media, such as TV, print, and radio.
  2. Campaigns that use social media.
  3. Campaigns that use online video.

The best way to start is to set a realistic yet ambitious goal for your campaign. If you're just getting started, you can use a tool like HubSpot's free marketing calendar to help you track your progress and determine which parts of your strategy are working and which aren't.

What's the Best Channel to Use for Digital Marketing?

Digital marketing is an integral part of your business, but it's not the only channel you should use. Your traditional marketing channels β€” print, TV, and radio, for example β€” are still important, but they're not the only ways to reach your audience.

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You may be surprised to learn that more than 60% of your audience uses mobile devices for internet access. The number is growing, so you must use digital marketing to help your business reach people wherever they are.

Mobile-Friendly Websites

Your site needs to be mobile-friendly to reach your audience through mobile devices. This means that the information you provide should be visible and accessible without requiring users to zoom or scroll.

A good rule of thumb for making sure your site is mobile-friendly is that every link on your page should be able to be clicked. That includes links in the text, images, buttons, and other elements. When people use their phones to read your page, they should be able to click each link in a way that works for them.

The Internet Has Changed the Way We Buy Products

For years, traditional brick-and-mortar retail stores dominated online shopping. However, in recent years, online retail sales have surpassed the sales at traditional retailers, according to a recent report by eMarketer. In 2022, online retail sales reached $250 billion, with an increase of 9% in Q1 alone.

People who prefer shopping have increased dramatically in the last five years. In 2021, the percentage of Americans who prefer to buy their products online increased from 50% to 55%.

The shift toward online shopping is due in part to the convenience of online shopping. People can browse the items they want without ever having to leave their couches. Online shoppers also benefit from the convenience of purchasing products on their own time and at their own pace.

While online retail shopping is convenient, it can also be risky. Consumers often do not know what they buy and cannot compare prices. This lack of information puts them at risk of receiving poor products or overpaying for them.

Consumers are now demanding more transparency when it comes to the products they purchase. Many online shoppers are now willing to wait longer to receive their orders to review the product before making a purchase.

Online shopping also makes it easier to find specific products. Consumers can often find the lowest price by comparing prices across multiple sites.

How Does the Internet Change How You Shop?

Brick And Mortar Vs Online Store

According to a recent survey by The NPD Group, the following are some ways that the internet has changed how consumers shop:

  • Online shopping has become more personal. According to the study, 74% of online shoppers say that they would shop differently if they had to talk to a salesperson, compared to 56% of in-store shoppers.
  • The way that shoppers shop has changed. While 71% of shoppers who made their in-store purchases said they shopped alone, 75% of online shoppers said they shopped alone.
  • Shopping has become more social. Online shopping is becoming more social as consumers seek out friends and family members to share experiences with.
  • Online shopping is changing the way that shoppers look for deals. According to the study, 42% of online shoppers said they used the internet to find a deal, and 41% of in-store shoppers said they used it to find a deal.
  • Online shoppers are demanding more information about products. According to the study, 54% of consumers who shop online said that they would be more likely to order a product if they could read reviews.
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The NPD Group found that the following were the top reasons that consumers buy online:

  • Price: 68% of consumers purchase products online because they are cheaper than in-store.
  • Convenience: 65% of consumers shop online because they can avoid waiting in line.
  • Exclusivity: 59% of consumers shop online because they feel like they are getting a better quality or style of product.
  • Delivery: 58% of consumers shop online to avoid shipping costs.
  • Privacy: 57% of consumers shop online to protect their privacy.

Interestingly, while convenience is the number one reason people shop online, this isn't the case for in-store shopping. According to the NPD Group study, the top reasons that consumers shop in-store are:

  • Price: 59% of consumers purchase products in-store because they are cheaper than online.
  • Convenience: 51% of consumers shop in-store because they can avoid waiting in line.
  • Quality: 46% of consumers shop in-store because they believe the product is of higher quality.
  • Delivery: 44% of consumers shop in-store because they want to avoid shipping costs.

Different Types Of Digital Marketing

Inbound Vs Outbound
Source: PMG360

Digital marketing includes advertising on the internet, social media platforms, mobile apps, and other electronic devices. Digital marketing refers to any advertising strategy that uses digital technologies.

There are two main types of digital marketing:

Inbound marketing involves attracting visitors to your website. When someone visits your site, you want them to be interested enough in what you have to offer to click through your site and visit your business.

Outbound marketing refers to advertising messages you send out to potential clients.

You can do both inbound and outbound marketing strategies using social media platforms, but it's essential to understand the distinction. For example, if you post about a product on Facebook, you send an inbound message. You send outbound messages if you direct people to a webpage to purchase a product.

Inbound Marketing

Inbound marketing, or inbound marketing, is an online marketing technique that relies on attracting, engaging, and converting traffic to your website. This method works best for businesses that already have a strong reputation in their industry and those target audiences with specific interests.

To attract visitors to your site, you should focus on creating content that addresses issues related to the subjects you serve.

Here are the basic principles of inbound marketing:

  1. Build trust β€“ Make sure you're transparent and honest with the information you share with your customers. Show that you're here to help them solve their problems, and people will be more likely to trust you.
  2. Create valuable content β€“ Provide helpful information and content to your visitors. Offer them solutions, answers, and tips. It would be best if you also used blogs to provide regular, valuable updates to your audience.
  3. Interact with customers β€“ Give your customers an incentive to come back by interacting with them. Let them know when they receive an email from you or leave comments on your blog.
  4. Focus on customer satisfaction β€“ Always strive to provide outstanding service. Don't just satisfy your customers; exceed their expectations.

Outbound Marketing

Outbound marketing is a strategy you can use to generate awareness and promote your business. Outbound marketing works best for small businesses just starting to establish themselves or for businesses trying to reach a broad, general audience.

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Using outbound marketing, you can use the power of traditional marketing tools such as television and radio ads, billboards, and newspaper ads.

As a small business, you may be able to create a more personal connection with your customers using outbound marketing strategies. People tend to trust people, so by approaching your audience directly, you'll be able to provide them with the information and services they need more effectively.

Examples of outbound marketing include:

  • Search Engine Optimisation (SEO) β€“ Using search engine optimisation, you can increase the number of times people find your business on Google or other search engines. SEO is typically performed by hiring a professional SEO company to conduct a comprehensive audit of your site and to optimise it for search engines.
  • Advertising on Social Media Sites β€“ Social media platforms like Facebook and Twitter allow you to market your business directly to your audience.
  • Paid Advertising β€“ Advertising on sites like Facebook and Google is a great way to reach your potential customers, but it requires paying for each impression.
  • Public Relations β€“ By communicating with the press, you can get your business's name in front of new audiences and build your reputation as a business leader.

When should I use inbound marketing and outbound marketing?

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Both inbound and outbound marketing work well for businesses that target a specific audience with specific interests. However, inbound marketing is more effective for reaching consumers looking for your products or services.

When someone visits your site, you want them to be interested enough in what you have to offer to click through your site and visit your business. It's more challenging to create inbound messages that resonate with consumers, but it's more efficient than running multiple ads or publishing articles on different platforms.

Outbound marketing is also more effective for reaching consumers who already know you and what you do but haven't yet found your products or services. For example, you could advertise on radio and television to reach people interested in your product or service but not yet aware that you exist.


A good mix of digital marketing techniques is the key to success. Some will work better than others, and you'll need to experiment to see which ones work best for you.

There's no “one size fits all” solution to this. It's not like you can buy a digital marketing package from Amazon and be done with it. It would be best if you did your research.

That said, learning about digital marketing and the different elements involved is an excellent place to start. I'll be happy to share my experience and insights with you.

Sign up for my free email newsletter to get the latest tips on creating a digital marketing mix!


What is the digital marketing mix?

Digital marketing mix refers to all the tools and tactics used to promote products and services online. The term “digital” is used because these methods are done online. The mix includes social media, search engine optimisation, pay-per-click ads, and display advertising.

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What does it mean to have an excellent digital marketing mix?

An excellent digital marketing mix means having the right marketing tools to promote your product or service.

What does it mean to have a poor digital marketing mix?

A poor digital marketing mix means missing some of the tools that could help promote your product or service.

What are the four main components of an excellent digital marketing mix?

The four main components of an excellent digital marketing mix include:
1 – Search engine optimisation (SEO)
2 – Social media marketing
3 – Pay-per-click advertising
4 – Display advertising

What's the best way to combine these four components?

The best way to combine these four components is to use each component as a lead-in to the next. For example, you can start with SEO and then build an email list. Once you have a list, you can use social media and pay-per-click advertising to promote your products and services.

What's the difference between SEO and social media?

Search engine optimisation (SEO) is the process of improving the visibility of your website in search engines like Google. Social media is using social networking sites like Facebook and Twitter to communicate with people.

How can social media help my digital marketing mix?

Social media can help your digital marketing mix in several ways. First, it can help with search engine optimisation. For example, you can link to your website using social media to promote your business. People who visit your website are more likely to buy your products and services if you provide a compelling reason to do so.

Last update on 2024-06-22 / Affiliate links / Images from Amazon Product Advertising API

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Stuart Crawford

Stuart Crawford is an award-winning creative director and brand strategist with over 15 years of experience building memorable and influential brands. As Creative Director at Inkbot Design, a leading branding agency, Stuart oversees all creative projects and ensures each client receives a customised brand strategy and visual identity.

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