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During the thirty five year history of The Missouri Review, we have always tried to be innovative, not just in terms of what we publish, but how we make our magazine available to our readers. One of the many innovative ideas we’ve had in recent years was to create an audio version of our magazine. One of the best offers we have is our Submit and Subscribe: submit your unpublished work to us and get a one-year subscription to the digital version of The Missouri Review for just $20, which is over fifteen percent lower than the print subscription. I hope you’ll find that this is a great way to experience the best new literature there is to offer.
As part of Raging Creations’ informational series on different facets of Internet marketing, this article deals with one of the main challenges faced by online marketers today, which is coming up with the right digital marketing mix strategy that generates optimal ROI amidst the plethora of available digital advertising channels.
The digital universe is constantly undergoing evolution and transformation, driven by the emergence of new ways and means of accessing and using the Internet and the ever-increasing reliance of people on online technologies to work, learn, play and socialize. However, this ever-shifting digital media landscape presents unique challenges for marketers who want to engage the digital consumer. Because of these unique challenges, marketers need to be able to come up with a portfolio of digital marketing channels that would ensure sales conversion among online and mobile customers at an optimal ROI.
In today’s increasingly fragmented digital environment, the main task facing digital marketers is to identify and capitalize on the right mix of digital media channels and marketing interactions that will build awareness and demand for their offerings, before the audience loses interest and bounces. Given all of these factors, it may seem logical for marketers to select a digital marketing mix that prioritizes those channels that have the lowest cost-per-acquisition (CPA), which pertains to a channel’s ability to reach out to the most number of potential customers at the lowest cost. This synergistic effect is best illustrated by the concept of the marketing or purchase funnel, which assumes that people undergo four basic stages in becoming a customer. Marketing campaigns are generally designed to create awareness among a pool of audience, stimulate their interest in order to transform them into prospects, build up their desire in order to transform prospects into sales leads, and convert these leads into customers by taking the purchase action. According to the concept of the purchase funnel, marketing efforts or channels that serve to attract attention and generate awareness comprise the mouth of the funnel, which typically caters to the large audience pool. However, because of the nature of the offering, the timing of the marketing effort, the stage in the product lifecycle stage, as well as a host of other factors, individual marketing efforts such as advertising campaigns rarely play a static role in the purchase funnel. This is especially true in digital marketing, where a prospective customer can take so many different paths along the purchase journey. The stages in the digital purchase journey can vary greatly from one product to another, from one customer to another and from one instance to another due to a multitude of factors. However, some marketing campaigns or channels tend to function more naturally as Converters, whether by deliberate design or not, and these are often erroneously given the full credit for the sales conversion despite the fact that other campaigns and channels have also contributed in driving the customer throughout the purchase journey.
Thus, if a marketer’s main criterion in selecting the marketing campaigns or channels to include in the digital marketing mix is a low CPA, then the resulting digital marketing mix would consist mainly of Converters.


In the next section, we shall distinguish between the different problems associated with multi-channel attribution, the benefits and limitations of multi-channel attribution, and the role of web analytics in finding the optimal digital marketing mix. This is always achieved whilst maintaining authenticity and reflecting a brand’s core values. 3D mouse pointer with a touching screen – pulse effect, in an abstract digital environment.
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This article discusses the need for marketers to measure and understand the individual and collective impact of their marketing efforts in multiple digital channels in order to more accurately attribute each channel’s contribution to overall conversion. Today’s generation of consumers is weaned on Facebook, Twitter, YouTube, chat rooms, virtual worlds, blogs and instant messaging, and is equally adept in using PCs, laptops, tablets, smartphones, gaming consoles and other new forms of mobile devices.
While digital marketing, also referred to as Internet marketing, remains as one of the most cost-effective means of creating a link between one’s product or service and millions of potential customers, this new type of  customer has a shorter attention span, is less tolerant of obtrusive advertising tactics, and is more discerning in their consumption experience. For the average digital marketer, this can involve any combination of search engine optimization (SEO), paid search marketing such as pay-per-click (PPC) ads, email campaigns, display ads for websites and mobile devices, social media engagement, and establishment of affiliate networks.
Each of these digital channels can engage one’s target customers in different ways and with varying degrees of effectiveness.
However, since different people may be at different stages of the purchase process at any given moment, most marketers try to create as many marketing touch-points via different channels at each stage in order to guide them towards sales conversion.
These are referred to as the Originators, due to the fact that sales conversion originates at these points. Regardless of the advertiser’s intention in designing a marketing campaign, for example, the motivations, characteristics and actions of the customer at any given time can strongly affect the impact of the campaign and influence whether it will play the role as an Originator, Assist or Converter in the purchase funnel. For example, a person may first learn of the existence of the brand because of a recurring commercial that he sees on TV.
In the example above, the customer could have been introduced to the brand via a general keyword search or through a targeted email.
Without marketing campaigns or channels that effectively function as Originators to initially generate awareness and as Assists to build up interest and desire, a marketing mix has a high likelihood of failure.
High resolution graphics in blue, red and green color themes, representing data transfer, communications and high tech interface. You can Submit and Subscribe here and, if you’re still not convinced, you can check out a sample of the digital issue. His first story collection, STRATEGIES AGAINST EXTINCTION, is available on Queen's Ferry Press. This highly fragmented, social network-driven digital universe allows people to live their online and offline lives seamlessly and simultaneously.


In addition, the sheer diversity of available digital media channels and the proliferation of different kinds of online devices make it costly and impractical for most marketers to simply adopt a mass marketing approach despite their relative economy compared to traditional media. Of course, this is in addition to the marketer’s efforts in traditional channels such as TV, radio, print and outdoor advertising, which still remains an important part of the overall marketing strategy for most companies. Some digital channels may be able to reach out to a wider pool of audience while others may be able to reach out to a smaller audience that consists of more of the right type of customers. However, while this may seem to be an attractive perspective, in reality, advertising channels, digital or otherwise, do not work in individual isolation. Thus, some marketing efforts are specifically designed to attract attention and create awareness that a particular offering or brand exists so that it comes to mind the next time the need comes up, some are designed to build up on the initial awareness and generate interest and desire, and some are meant to be a direct call for action. On the other hand, those marketing efforts that help to build up on the existing awareness to generate interest and desire comprise the middle part of the funnel, and they are referred to as the Assists. Then later, he may gain an impression from a banner advertisement about the brand in his favorite blog site. He could have been referred to the shopping cart in the company website by clicking a link in an affiliate website where a review of the product was featured. Meanwhile, since the acquisition and conversion are often not attributed to Originators and Assists, they would tend to have higher CPAs compared to Converters. Simply put, it is unwise to focus on generating conversions without first promoting awareness and building up interest and desire. Required fields are marked *CommentName * Email * Website Notify me of follow-up comments by email. They get together in our recording studio, down in the basement of McReynolds Hall (it’s room 54 and, you betcha, we call it Studio 54), and then the audio file is edited for production. In addition, implementing an ad campaign for different kinds of digital channels involve different cost considerations. Rather, each channel has its own particular strengths and weaknesses, and they can positively impact other channels and create a synergistic effect that is stronger the sum of their individual impact. Finally, those that convert the interest and desire into actual purchase action represent the narrow end of the funnel and are referred to as the Converters. With his interest about the brand piqued, he may later conduct a search and visit several review sites in order to gather more information about the product.
Or he could have seen the TV commercial and directly navigated to the company website using the URL displayed on screen. In order to avoid this situation, digital marketers must be able to understand the interplay between the various campaigns and channels at work and how to properly credit the individual contribution of each one.
Notify me of new posts by email.Recent Posts Old Woman Finally Returns The Book She Borrowed In 1948. Finally deciding to purchase the product, he may then click on the company’s search ad announcing a promotional offer, which takes him to the shopping cart in the company website. The implication is that that an individual marketing effort or campaign, such as an advertisement in a particular channel, may at times function as an Originator, an Assist or as a Converter, or all at once, depending on the specific circumstances.



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