Digital Advertising and the Marketing Mix: A review of current literature and implications for Higher Education Marketers

Abstract

By 2020, more than $117 billion will be spent on digital and mobile advertising in the U.S. As college bound populations shrink, shift and are out priced by some in-state rates, the need to increase higher ed digital marketing budgets will increase, as well. In order to improve marketing effectiveness, practitioners must develop a stronger understanding of how to maximize digital marketing’s place in the marketing mix. This paper culls current marketing effectiveness research and presents practical implications for higher ed marketing professionals.