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

  • Chris Huebner University of South Carolina

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.

Published
2019-08-21
How to Cite
Huebner, C. (2019). Digital Advertising and the Marketing Mix: A review of current literature and implications for Higher Education Marketers. Journal of Marketing Communications for Higher Education, 1(2). https://doi.org/10.6017/jmche.v1i2.11357