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Investment in promotion compared to site creation and maintenance. Since there is 

often a fixed budget for site creation, maintenance and promotion, the digital marketing 

plan should specify the budget for each to ensure there is a sensible balance.

Promotion

The element of the 

marketing mix that 

involves communication 

with customers and other 

stakeholders to inform 

them about the product 

and the organisation.

Communications tool Online implementation

  1 Advertising

Interactive  display  ads,   pay‑  per‑  click  search  advertising

  2 Selling

Virtual sales staff, site merchandising, chat and affiliate marketing

  3 Sales promotion

Incentives such as coupons, rewards, online loyalty schemes

  4 Public relations

Online editorial, blogs, feeds, e‑newsletters, newsletters, social 

networks, links and viral campaigns

  5 Sponsorship

Sponsoring an online event, site or service

  6 Direct mail

Opt‑in email using e‑newsletters and e‑blasts ( stand‑  alone emails)

  7 Exhibitions

Virtual exhibitions and White Paper distribution

  8 Merchandising

Promotional ad serving on retail sites, personalised recommendations 

and e‑alerts

  9 Packaging

Virtual tours, real packaging is displayed online

10 Word‑of‑mouth

Viral, affiliate marketing, email a friend, links

Table 8.8

The main elements of the promotional mix

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