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Activity 9.1

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Activity 9.1 Selecting the best digital media channel mix techniques
Suggest the best mix of (online and offline) promotion techniques to build traffic for the following situations: 1. well-established B2C brand with high brand awareness
Since the brand already has awareness and most likely heavy PR with traditional offline promotional techniques backing it, online promotional techniques should be used. Email marketing along with social networking is going to be vital in the situation since the b2c brand already has a customer base. The company can take advantage of their customer information and send out targeted promotional offers. This will be very cost effective and inexpensive for the company versus direct mailers which may get passed over. The brand should also create a social networking profile on a site such as Facebook to keep its clients up to date. Most sites allow people to create profiles for free, so to manage it wouldn't be a high cost for the company but will reach a large audience.
2. dot-com start-up
Online promotional techniques such as blogging, use of search engines, and paid online advertising will help drive the most traffic. Radio could be used as an offline promotional technique but cost must be considered. Blogging is becoming more popular and many times when people do keyword searches, depending on the context blogs will have the answers they are looking for. Blogging is very inexpensive and consumers usually turn to others when looking for new products. Blogs are a great way to keep consumers up to date while keeping the personal feel. Most people can relate when others give the advice versus a company forcing the product on the consumer. Search engine marketing will be productive with the use of paid advertising and pay-per-click for searches. The company will have to optimize their website with specific keyword phrases that queries will be able to quickly identify making them more popular.
3. small business aiming to export
Offline promotional techniques such as print advertising and direct mailers should be use along with paid search marketing. The company wants to target a specific audience. Keyword searches will help consumers find the exact service they are looking for and drive traffic to the site. Word of mouth is also going to play a large factor. Exporting is most likely an expensive service, therefore if someone else refers someone to the company; they may be more interested than just finding online information.
4. common B2C product, for example, household insurance
A combination of both online and offline techniques should be used. For offline, techniques such as print advertising, direct marketing such as mailers and word of mouth are going to be the best. For online, techniques such as banner advertising, online sponsorships, and email marketing should be used. Print advertising and mailers will help create awareness and give background information, forcing the consumer to be driven to the website to get more specific information such as quotes. Online sponsorships will help show the company in a positive light and help potentially show off some of its core values and ideals.
5. specialist B2B product
More traditional offline promotional techniques should be used since this product is going to be exceptionally targeted. Print media should be used high listing the values of the company. The messages used are going to be more specific showing how the product could be beneficial to the other business. Showing how cost effective and efficient a product can be is going to be top priority.

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