A New Flavour for Your Marketing Mix

Jon Prest - May 27, 2016

With new technological advances, the consumption of digital media consequently increases. The digital world is transforming the way we live our lives, and online media is more accessible than ever. We witness it every day: the majority of us own a mobile device where we are exposed to online channels, providing us with tailor-made content, curated for our viewing pleasure. The amount of time spent on these channels is enormous. In 2014, Ofcom found that people spend over 20 hours and 30 minutes online each week. Knowing that there is a large demographic already gathered on this platform, it challenges marketers to open up to new strategies and explore digital media.

According to Adweek, digital advertisement will be the leading form of advertising by 2017, taking over television in total spending. The rise of digital media has transformed the way consumers behave. Arguably, some marketers are still very unaccustomed to the new and rapidly evolving communication channels, but look at it this way: your marketing mix is a recipe. The ingredients are your strategies to communicate with your audience, which may include emails, advertising literature and phone calls; you combine these in a bowl to form a marketing mix. The recipe is ever-changing, and so you must create a flavour to suit your consumer’s taste. It’s digital media.

Mobile internet advertising is becoming increasingly popular. Reported by The Drum, mobile accounts for 12.4 percent of the advertising market this year. Like traditional methods, digital marketing involves a whole lot of creativity to establish and promote social engagement with a business idea and product. Additionally, as more people own mobile devices, it is easier for digital marketers to reach their audiences. This method of online targeting allows for ‘out-of-office’ marketing.


Digital marketers often design content that is visually appealing, like graphics, animations and videos. While creating visual content, the most noticeable trend in digital marketing is a strong campaign. These campaigns can pull at your heart strings, make you laugh or freak you out: they compel you to show your friends. Often, successful campaigns not only establish social engagement, but also promote social sharing. This makes digital marketing a lot less stressful because your audience does the ‘advertising’ for you; the hurdle digital marketers face is creating content that has the potential to go viral.

If you’re not convinced yet, these new methods can be a lot more cost-effective than traditional marketing. For example, Michael Dubin, the founder of Dollar Shave Club, mentioned that the viral ad only cost the company $4500, which is about £3167. Also, it only took a day to film the whole ad. Considering that most companies spend a significantly larger sum of money for a compelling advert, Dollar Shave Club has managed to spend less money and time, and still gain over 22 million views, solely on YouTube.

Alongside the financial benefits of social media campaigns, it also takes less than a second to interact with your target audience, as a lot of them are already concentrated within social channels. Furthermore, designing visual content that your audience likes, and coming up with the right campaigns, can take your marketing to the next level.

However, traditional forms of marketing should not be thrown aside to make room for digital. Just like attempting to cook a healthy meal: reduce the fat, salt and sugar. Like any other spice in a recipe, it should not replace any other ingredient: digital marketing exists only to complement the mix. Variety is the spice of life.

Graphic image depicting an electric food mixer. The mix that is splattering out contains graphic icons of social media platforms.

Seed Team

Writers- Madihah Amin & Natalie Squance

Illustration- Thomas Brewin

Animator- Will Ruhl