Digital Marketing Mix

 Digital Marketing Mix

A marketing mix comprises different factors which can be controlled by an organisation and act as the base for marketing. like marketing mix, digital marketing mix also comprises 4Ps, namely product, place, price and promotion. Let's discuss these P's and their role in digital marketing.

Product:- It is the offering made by an organisation to people. A product can be either tangible or intangible in nature. In the digital age, there are online catalogues showing a wide range of products for people to choose from. website offering product shows their specifications and reviews from other users to help buyers in making selections.

Place:- Earlier, retail stores were the most commonplace for selling products to consumers. Now, there are websites (online stores), such as Amazon, Flipkart and many others, where people can buy products with a click at their respective places. In the present age, markets have gone global and one can buy a product in any part of the world and get at delivered to the doorstep. therefore by being online, the reach for marketers has also increased manifold. 

Price:- Another important factor in the digital marketing mix is the price at which a product/service is offered. Many factors, such as demand and cost of production are considered while setting prices. In the present age, people are willing to pay more for products that deliver quality and come from well-known brands. thus, the brand name is one of the criteria for people to differentiate products. Organisations must keep in mind the image of their brand while pricing their products.

Promotion:- It refers to the activities carried out by an organisation to communicate to consumers about the product/ services available for sale. Apart from traditional media, such as radio, television and newspapers, marketers are now adopting online channels to promote their products.   

Digital Marketing vs Traditional Marketing 

Digital marketing is preferred over traditional marketing in the present age of the internet. An increasing number of business organisations are switching from the traditional methods of marketing to the digital ones in order to connect with their audience and promote their products and services.

Traditional Marketing:-  It involves the use of conventional marketing channels for promoting products and services. The most common channels used in traditional marketing are newspapers, radio, television, flyers, billboards, magazines, etc.

• Huge costs are involved in the development and implementation of marketing campaigns.
• There is no direct response from the viewers.
• It helps in reaching out to an audience spread over a specific geographical region.

Digital Marketing:- It involves the use of digital channels such as emails, blogs, social media sites and paid pop-up ads.

• Relatively lesser costs are involved in the development and implementation of online marketing campaigns. 
• Viewers can respond immediately and directly after seeing an ad.
• It helps a business organisation in developing a global presence and reaching out to its target audience located across different geographical regions.

It can be easily observed from the table given above that digital marketing is highly efficient in generating greater opportunities for business and developing long-term relationships with customers.

Assume that you want to develop a digital marketing campaign to promote your company's products. However, the marketing head of your company insisted on adopting the traditional method of marketing Discuss with your teacher the steps you would take to convince the head of the marketing to adopt digital marketing to promote the products.