PTUK Course (2): Introduction to E-Marketing (Digital Marketing), ( E-Marketing)

Selecting the right mix of digital media communications tools

• Make this decision based on their knowledge built up through experience of previous campaigns, and taking input from their advisers such as experienced colleagues or digital agency partners.

• Digital media gives opportunities for structured evaluation including factors such as:
  • The ability of each medium to influence perceptions, drive a response, the cost of response and the quality of response – are respondents more likely to convert to the ultimate action such as sale?
  • Lifetime value of different channels should also be considered.

• The ideal mix of media for a business to use will vary for different types of sectors, and the size of business, which will determine their budget for paid digital media.