Seven Elements Of Digital Marketing Strategy
Identification of digital marketing strategies and their integration with the traditional marketing
In this assignment I have been asked to identify digital marketing strategies and their integration with traditional marketing. I will give my own opinion about the four components of the traditional marketing mix, describe the seven elements of digital marketing mix strategies and give two examples of how digital marketing and traditional marketing can be used together to promote a product offering. I will also back my opinion up with examples that I have found online and through my own observations.
Task 1
A marketing mix is a strategy used to create a competitive advantage by devising a plan for the four P’s; product, price, place and promotion.
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1. Product
Products can be tangible or intangible, however in the digital marketing mix products are always intangible eg apps. Add-ons and supplements of products can also be easily recommended such as ink cartridges for printers. It is vital that the image and reputation of the brand is good and well recognized. A sense of trust is needed.
2. Price
Because the internet has removed many costs such as staff salaries/wages and rent, pricing has become very competitive. Websites such as Trivago and hotel.com have been created to compare costs in a specific market or industries, these websites in particular target the accommodation market. Payment is also made easier with many websites allowing you to save your information online. Companies such as Apple have designed their own payment scheme so you can pay for your product or service directly from your phone. Although payment has been simplified it can lead to fraud and many other dangers
3.
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People
The people element of the digital marketing mix is very important as it is very hard to promote an intangible product or service. Employees must have the right customer service to hopefully make a sale. Many companies such as Ulster Bank and Three provide a helpline or live chat on their websites which must be user friendly.
6. Process
Process refers to the steps of buying a product. Businesses must have a clear process in place to reduce costs. The process could be selecting a product online to putting it in your basket to making your order to finally receiving the product. Putting the finishing touches to the plan can come at the end to boost profits (The Marketing Mix 2016). Because there is little interaction with employees, feedback and contacts must be easy to find to allow for ease of access to information such as a confirmation email and review options.
7. Physical Evidence
Physical Evidence is how the product proves to be in the market. Feedback can come from reviews, comments or testimonials. It helps the business to become more present and be more established. Word association also ties into this (The Marketing Mix 2016). For example, when you think of fizzy drinks, you immediately think of Coca Cola or
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