The 4 P's of Digital Marketing- Class 5

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The 4 P's of Digital Marketing- Class 5

  1. 1. BDMM 4336 The 4 P’s of Digital MarketingThe 4 ProductP’s Place Class 5 Fall 2011 Price Promotion@AndreaGenevieveandream@stedwards.edu
  2. 2. BDMM 4336 The 4 P’s ExtendedThe 4 ProductP’s Place Class 5 Price Fall 2011 Promotion People Process Physical Environment (Productivity)@AndreaGenevieveandream@stedwards.edu
  3. 3. BDMM 4336 The ProductThe 4 = Your core offeringP’s Class 5 •Fulfills a need Fall 2011 •Must be superior and benefit the consumer@AndreaGenevieveandream@stedwards.edu
  4. 4. BDMM 4336 The PlaceThe 4 = locationP’s Class 5 •Offers another level of value Fall 2011 •Services often chosen for their place and utility@AndreaGenevieveandream@stedwards.edu
  5. 5. BDMM 4336 The PriceThe 4 = cost to the customerP’s Class 5 •Impacts buyer satisfaction Fall 2011 •Price is proxy for quality@AndreaGenevieveandream@stedwards.edu
  6. 6. BDMM 4336 The PromotionThe 4 = positioningP’s Class 5 •Balance between customer Fall 2011 perception and brand attributes@AndreaGenevieveandream@stedwards.edu
  7. 7. BDMM 4336 People, Process and Physical EnvironmentThe 4 People are crucial in the service industry.P’s Class 5 Fall 2011 Having a process ensures standards are always met. Physical environment affects a customers level of satisfaction.@AndreaGenevieveandream@stedwards.edu
  8. 8. BDMM 4336 Updated 4 P’sThe 4 1. PersonalizationP’s 2. Peer-to-peer Class 5 3. Participation Fall 2011 4. Predictive model Slideshare Presentation The 4 E’s from Oligvy@AndreaGenevieveandream@stedwards.edu
  9. 9. BDMM 4336 Digital ProductsThe 4P’s Class 5 Fall 2011 1 & 0’s - intangible - stored - level of entertainment - “inseparability” feature - hardware/software - less@AndreaGenevieve and less human interactionandream@stedwards.edu
  10. 10. BDMM 4336 Variability & PerishabilityThe 4 • The extent that • Storage of a digital digital vs. nonP’s product/service digital Class 5 Fall 2011 is delivered • Digital may be with little or no delivered at human any time interaction (depends on • Beta testing is the amount of essential human interaction@AndreaGenevieve required)andream@stedwards.edu
  11. 11. BDMM 4336 CustomizationThe 4 • A growing expectationP’s • Less generic and more personalized forms sought Class 5 Fall 2011 • Ex. Smart phone: comes with some preloaded applications, but becomes “mine” after loading it up with a personalized mix of apps to reflect “my” interests and personality – such that it can become exactly what “I” want it to@AndreaGenevieve beandream@stedwards.edu
  12. 12. BDMM 4336 OwnershipThe 4 Personal Jukebox Subscription StreamP’s Class 5 Music as PRODUCT Music as SERVICE Fall 2011@AndreaGenevieveandream@stedwards.edu
  13. 13. BDMM 4336 Increasing EfficiencyThe 4P’s Class 5 Fall 2011@AndreaGenevieveandream@stedwards.edu
  14. 14. BDMM 4336 Increasing EfficiencyThe 4P’s Class 5 Fall 2011@AndreaGenevieveandream@stedwards.edu
  15. 15. BDMM 4336 Traditional MarketingThe 4P’s Class 5 Fall 2011@AndreaGenevieveandream@stedwards.edu
  16. 16. BDMM 4336 Digital MarketingThe 4 ProducerP’s Class 5 Publisher Fall 2011 Distributor E-tailer Consumer@AndreaGenevieveandream@stedwards.edu
  17. 17. BDMM 4336 Consumer ReviewsThe 4 WOM is now online.P’s Class 5 Rise of public consumer backlash. Fall 2011 Yelp, Amazon, Twitter, FB, reviews, Rate my prof, etc.@AndreaGenevieveandream@stedwards.edu
  18. 18. BDMM 4336 Personalized ServiceThe 4 •InteractionP’s •Engagement Class 5 •Relationships matter Fall 2011@AndreaGenevieveandream@stedwards.edu
  19. 19. BDMM 4336The 4P’s Class 5 Fall 2011 Mobile = Medium@AndreaGenevieveandream@stedwards.edu
  20. 20. BDMM 4336 MeasurabilityThe 4 Easier with digital products/servicesP’s Class 5 CPM giving way to CPC or click-through Fall 2011@AndreaGenevieveandream@stedwards.edu
  21. 21. BDMM 4336 Viral MarketingThe 4 BatonableP’s Class 5 Fall 2011 NOT viral@AndreaGenevieveandream@stedwards.edu
  22. 22. BDMM 4336 PricingThe 4 The power of FREE!P’s Class 5 Pricing information is now transparent. Fall 2011 There is a psychology to free. Anderson’s FREE e-book on FREE!@AndreaGenevieveandream@stedwards.edu

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