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The Internet and the Digital Marketing Mix
The document discusses the application of the marketing mix in an online context, emphasizing that while digital marketing has transformed communication, it still relies on traditional marketing principles. It outlines the components of the marketing mix—product, place, price, promotion, people, process, and physical evidence—and explores how these elements function in a digital environment. Overall, it portrays digital marketing as an amplifying tool for brand-building and stresses the importance of customer insight and experience.
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The Internet and the Digital Marketing Mix
- 1. The Internet andthe Marketing Mix Applying the marketing mix in an online context Adam Richards
- 2. Agenda Introduction to Digital The Marketing Mix Product Place Price Promotion People, Process, Physical Evidence Summary
- 3. Agenda Introduction to Digital The Marketing Mix Product Place Price Promotion People, Process, Physical Evidence Summary
- 4. Introduction to Digital Nothing has changed Digital just another channel
- 5. Introduction to Digital Nothing has Marketing Digital changed RIGHT INFORMATION INSIGHT RIGHT PEOPLE TARGETING RIGHT TIME 24/7
- 6. Introduction to Digital “The digital world has not Insight 1: Magnification 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
- 7. Introduction to Digital Insight 2: Two-way street “Digital tools have become virtual water coolers” Allen Adamson: Author of Brand Digital
- 8. Agenda Introduction to Digital The Marketing Mix Product Place Price Promotion People, Process, Physical Evidence Summary
- 9. The Marketing Mix Product What is it? Price Place Marketing People Promotion Mix Physical Process Evidence
- 10. The Marketing Mix Development Why is it useful? Awareness Trial Usage Repeat
- 11. The Marketing Mix Product 4+3 for services Price Place Marketing People Promotion Mix Physical Process Evidence
- 12. 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
- 13. Agenda Introduction to Digital The Marketing Mix Product Place Price Promotion People, Process, Physical Evidence Summary
- 14. Product Online Value Proposition Brand Extended Core
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- 18. Online Value Proposition (OVP) Definition
- 19. Product Online Value Proposition Brand Extended Core
- 20. Core Product Additional Information Digital Opportunities Personalisation Re-packaging Research Range Extension
- 21. Core Product Additional information
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- 23. Core Product Research
- 24. Product Online Value Proposition Brand Extended Core
- 25. Extended Product Additional products and services Digital Opportunities Credibility and Trust Customer service Warranties Testimonies
- 26. Extended Product Additional Products
- 27. Extended Product Additional Services Free Delivery Worldwide
- 28. Brand Online Value Proposition Brand Extended Core
- 29. Brand “The mental perceptions that surface when you hear about a product or service” Allen Adamson – Author of Brand Digital
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- 31. Online Value Proposition “The OVP should encompass the complete experience of selecting, buying and using the product or service.” Chaffey and Smith – Authors of eMarketing eXcellence
- 34. Building a Quality of Experience strong OVP Interactivity Customisation Design Relevance Innovation Does it SELL
- 35. Brand Final Thought Does the Internet dilute the power of brands?
- 36. Agenda Introduction to Digital The Marketing Mix Product Place Price Promotion People, Process, Physical Evidence Summary
- 37. Place “The place of digital purchase, Definition distribution and consumption” Seller –controlled Seller–orientated Neutral Buyer-orientated Buyer-controlled
- 38. Place Let go… …and enter the conversation
- 39. Place Research Online Purchase Offline The Death of the High Street? CONCLUSION Search engine marketing critical
- 40. Place Customer Search Engine Marketing Be where your customers are: • SEO • Syndication • Affiliation • Sponsorship • Localisation • Mobile Supplier
- 43. Agenda Introduction to Digital The Marketing Mix Product Place Price Promotion People, Process, Physical Evidence Summary
- 44. Price Definition “A value that will purchase a finite quantity, weight, or other measure of a good or service.” BusinessDictionery.com
- 45. Price Relationship to Low Price High Price price complex Commodity Brand Common Differentiated Cheap Expensive Unremarkable Special The rest Me
- 46. Price Perception of value
- 47. Price Opportunities and threats Is the Internet a downward pressure on pricing or an opportunity to charge more?
- 48. Price Price Relationship to perceived value? Elasticity Elastic Demand
- 49. Price Price Relationship to perceived value? Elasticity Inelastic Demand
- 50. Price Online Opportunities Threats opportunities and threats Differential Transparency Flexibility Aggregators Long tail Online specialists Breakdown Commoditisation Bundling Auctions
- 51. Price Opportunities: Bundling
- 52. Price Threats: Aggregators
- 53. Agenda Introduction to Digital The Marketing Mix Product Place Price Promotion People, Process, Physical Evidence Summary
- 54. Promotion Definition “How marketing communications are used to inform customers and stakeholders about an organisation and its products.” Chaffey and Chadwick – Authors of Digital Marketing: Strategy, Implementation and Practice
- 55. Promotion One to many Broadcast
- 56. Promotion Targeted Digital Shadow
- 57. Promotion Advertising Online execution of Selling promotional tools Sales Promotion Public Relations Sponsorship eMail Viral
- 58. Promotion Advertising Online execution of Selling promotional tools Sales Promotion Public Relations Sponsorship eMail Viral
- 59. Promotion Advertising Google Adwords
- 60. Promotion Advertising Online execution of Selling promotional tools Sales Promotion Public Relations Sponsorship eMail Viral
- 61. Promotion Selling
- 62. Promotion Advertising Online execution of Selling promotional tools Sales Promotion Public Relations Sponsorship eMail Viral
- 63. Promotion Sales Promotion
- 64. Promotion Advertising Online execution of Selling promotional tools Sales Promotion Public Relations Sponsorship eMail Viral
- 65. Promotion Public Relations
- 66. Promotion Advertising Online execution of Selling promotional tools Sales Promotion Public Relations Sponsorship eMail Viral
- 67. Promotion Viral Video Nearly 5 million views
- 68. Agenda Introduction to Digital The Marketing Mix Product Place Price Promotion People, Process, Physical Evidence Summary
- 69. People Balance with automation Happy Staff = Happy Customers
- 70. People Autoresponders Delivering online service eMail notification Call back facility Real-time live chat Virtual assistants On-site search engines Ask and answer
- 71. Process Definition “The methods and procedures companies use to achieve all of the marketing functions.” Chaffey and Chadwick – Authors of Digital Marketing: Strategy, Implementation and Practice
- 72. Process Balance with cost and efficiency Automation = Cost-Effective
- 73. Physical Evidence Definition “The tangible expression of a product or service and how it is purchased and used.” Chaffey and Chadwick – Authors of Digital Marketing: Strategy, Implementation and Practice
- 74. Physical Web site design Evidence On-line Awards and endorsements reassurance 3rd party reviews Refund policies Printable coupons Merging the off and online worlds
- 75. Agenda Introduction to Digital The Marketing Mix Product Place Price Promotion People, Process, Physical Evidence Summary
- 76. In Digital just another channel Summary The idea drives the technology Customer insight remains key Digital provides amplification Marketing mix a lens to analyse strategy People still important Does it SELL
- 77. Suggested Adamson, AP. (2008) Brand Digital. Palgrave Macmillan Reading Chaffey, D. and Chadwick, FE. (2012) Digital Marketing: List Strategy, Implementation and Practice. 5th ed. Pearson Chaffey, D. Smith, PR. (2012) eMarketing eXcellence. Planning and optimizing your digital marketing. 3rd ed. Oxford: Routledge Stone, MA. and Desmond, J. (2007) The Fundamentals of Marketing. Oxford: Routledge Sweeney, CA. MacLellan, A. Dorey, E (2007) 3G Marketing on the Internet. Maximum Press
- 78. Adam Richards e: adam@waypointdigitalmarketing.com w: waypointdigitalmarketing.com