Digital Marketing mIx .pdf - The Internet and the Marketing...

The Internet and the
Marketing Mix
Applying the marketing mix in an online
context
Copyright lies with the owner only for
study purpose

Agenda
Introduction to Digital
The Marketing Mix
Product
Place
Price
Promotion
People, Process,
Physical Evidence
Summary

Agenda
Introduction to Digital
The Marketing Mix
Product
Place
Price
Promotion
People, Process,
Physical Evidence
Summary

Introduction
to Digital
Nothing has changed
Digital just another channel

Introduction
to Digital
Nothing has
changed
RIGHT INFORMATION
RIGHT PEOPLE
RIGHT TIME
INSIGHT
TARGETING
24/7
Marketing Digital

Introduction
to Digital
Insight 1:
Magnification
“The digital world has not
changed the principles of
marketing but rather has
magnified
everything we
know to be true about building
a great brand.”
Charlie Wrench: Chairman of Landor Associates

Introduction
to Digital
Insight 2:
Two-way street
“Digital tools have become
virtual water coolers ”
Allen Adamson: Author of Brand Digital

Agenda
Introduction to Digital
The Marketing Mix
Product
Place
Price
Promotion
People, Process,
Physical Evidence
Summary

The
Marketing Mix
What is it?
Marketing
Mix
Product
Place
Price
People
Process
Promotion
Physical
Evidence

The
Marketing Mix
Why is it useful?
Development
Awareness
Trial
Usage
Repeat

The
Marketing Mix
4 + 3
for services
Marketing
Mix
Product
Place
Price
People
Process
Promotion
Physical
Evidence

The
Marketing
Mix
“A marketer is like a chef in a
kitchen …
… a mixer of ingredients”
Robert Bartels: Author of The History of Marketing Thought

Agenda
Introduction to Digital
The Marketing Mix
Product
Place
Price
Promotion
People, Process,
Physical Evidence
Summary

Product
Core
Brand
Extended
Online Value Proposition

Core Product
Definition
Core product is not the product in
itself. Core product is a concept that
describes the utility that a consumer
derives by using the product. It is
the main need that is satisfied for
which the product was made. For
example, the core product of a car is
the core benefit that it gives, which
is the ability to move places at a fast
pace. Transportation is the core
product in this. Looks, speed, safety
etc are other ancillary benefits that
come along.

Extended
Product
Definition

Brand
Definition

Online Value
Proposition
(OVP)