Impact Of 4ps On Digital Marketing

We are now in the digital marketing age where most of our marketing activities take place online, be it social media, website or even email and mobile marketing. So, how does digital marketing affect the 4Ps of the marketing mix?

There is a considerate amount of marketers that’s moving from traditional marketing to digital marking to keep abreast with time. Besides, it’s cheaper to advertise online than offline.

The marketing mix is the basic framework for any marketing strategy. How can you plan without knowing the product, price, place and type of promotion? By making use of the marketing mix one can plan for the future.

Before we dive into the relevancy of 4Ps in digital marketing, let's first go back to the old school method and

This is also known as distribution.The place is the process of getting the product to the consumer. Will it be via air or sea or via a courier company? Another aspect of the place is where the item will be sold.

Technology has evolved and so has the way of communicating to consumers. As technology has evolved so has marketing. Traditional marketing is fading at a rapid pace, and digital marketing is taking over.

How does the 4Ps fit into the new age of digital marketing? Well like the saying goes, out with the old and in with the new. Everything evolves and so does consumers and their method of communicating. Traditional marketing has also evolved to keep up with times.

Let's start with the product.

Even though products are sold online, the product quality still plays a vital role. By providing a high-quality product, end-users will experience this and provide positive feedback leading to positive word-of-mouth about your company's

Consumers can compare prices online as this is also a major selling point. Due to the internet and its vast network of information, it has come to a point where the consumer can compare your brand and prices to your competitors. So, as a supplier, it's imperative to justify your high cost. With an online store, you’ll be able to cut certain distribution cost, due to the fact that you do not need to transport stock to certain stores.

Nowadays, marketers can promote to consumers directly by personalising their message. A more specific target audience can be reached with the help of Facebook insights and GA. Some of the popular ways to promote are via social media postings. Another option would be AdWords and your website. Consumers spend a vast amount of time on their smartphones, thus they can be reached 24/7. They are also doing research about your brand. This is where a sound review will help with closing the deal.

Finally, place or distribution. Consumers spend so much time on the internet that they even do their shopping on certain websites. With regards to place, resellers can either have a Brick and Mortar store or they can have an online only store(i.e. Takealot). Consumers visit this virtual store, where they choose their items, check out and pay. No more long queues or driving to different places for a specific item. Some companies don't hold stock and only order from the supplier when consumer orders from