7Ps Of Marketing Mix: Great Impact On Digital Marketing

10 min readApr 5, 2024

7Ps Of Digital Marketing Mix By Digital Barnali — 7Ps Of Digital Marketing Mix

Introduction:

The marketing mix is one of the key concepts in modern marketing management. Modern marketing functions around consumers, which is why companies need to work at every marketing stage, keeping consumers’ needs, wants, demands, emotions, and issues in mind.

Marketing is an end-to-end process, and the marketing mix is the key factor based on which a company decides its marketing strategies to launch and market its products and services systematically.

What Is Marketing Mix?

According to Philip Kotler, the father of Marketing Management- “Marketing Mix is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market”.

How Many Marketing Mixes Are There In Marketing Management?

There are major four types of Marketing Mix tools available in marketing management which are the base of every marketing campaign. These marketing mix tools are also known as the 4Ps of Marketing Mix- Product, Price, Place and Promotion.

Apart from these 4Ps due to intangible service market growth later on three more marketing mix tools were introduced as the people were looking for shreds of evidence of intangible services and also they were observing the service execution process. Those 3Ps are- People, Process and Physical Evidence.

Why Marketing Mix Is So Important For A Business?

No marketing campaign can be imagined without using Marketing Mix tools. It is impossible to market a brand product or service without using marketing mix tools.

Like the way you need the formula to resolve a mathematical problem the same way, companies need marketing mix tools to implement and execute their marketing plan.

Now let us see why these marketing mixes are so important to companies by elaborating on the usage of all marketing mix tools.

1. Product:

Product is the main marketing mix tool. A company comes into the picture due to its products. So concerns need to be very careful while developing a product. There is a saying that — “Make a product what people like, do not make a product that you like”.

A business concern always should develop a product keeping in mind its target audiences, their needs, demands and emotions, then only they can build a sustainable business based on their product.

If a company is making the product that it likes in those circumstances it may not be necessary that the prospects also like the produced product in the same way, they may reject the product because it was not useful to them.

So whenever a company is planning to develop a product, it must consider its target audiences’ view through a product research program.

While developing a product companies should consider the following factors- Product Design, Product Variety, Product Quality, Product Features, Brand Name, Packaging, Sizes, Services, Warranties, and Return Policies.

We need to consider all the elements of the marketing mix while developing a product or brand positioning strategy.

2. Price:

Product pricing is again a very crucial marketing mix tool. Sales volume depends on product price, so the pricing of a product can influence drastically the conversion rate and return on investment.

Companies follow two types of pricing strategy — Push Pricing Strategy and Pull Pricing Strategy. When customers are not so aware of the product then organizations follow a push pricing strategy. And when the products are very well known to customers then organizations follow a pull pricing strategy.

The pricing mix tool includes the following factors- List Price, Offers, Discounts, Allowances, Credit Terms, Payment Process, Payment Period, Refund Policies, and Allowances.

3. Place:

The place is where the products will be available. Organizations must ensure the availability of products at the right time and in the right place. The place marketing mix tool includes the following elements- Supply Chain Management, Distribution Channel, Warehousing, Inventory Management, Location, Transport, Assortments.

4. Promotion:

Product promotion is one of the most strategic activities of the entire marketing phenomenon. Product promotion activities facilitate the establishment of brand equity in the marketplace. Using promotion mix tools companies spread awareness about their product to the target market so that they can create an interest and desire in the mind of their target audience to buy the product. The promotion mix includes factors such as Sales Promotion, Advertising, Salesforce, Public Relations, and Direct Marketing. A Marketing Mix strategy helps in branding to a great extent.

5. People:

The enormous demand for service-related products influences the growth of the service business to a great extent. Service is an intangible item which cannot be touched or seen but people can feel it in different ways. As an example when you go to a restaurant, it is the ambience of the place, the attire, gesture and warm attitude of the staff that make the difference and of course part of the entire service that a customer pays for.

In the service industry, people connections can be established at three stages- Salespeople, Front End Operation Staff, and Backend Customer Care Executives.

In the service industry, continuous training and grooming of people are mandatory to maintain the standard of service.

6. Process:

The process marketing mix is concerned with how the service will be delivered to the customers. The process also includes monitoring and measurement parameters to increase the level of customer satisfaction. By implementing surveys and feedback processes organizations find out their strengths and weaknesses which in turn help them to improve the standard of service.

7. Physical Evidence:

As service is an intangible asset that is why people always look for the tangible part of it to measure the standard of service. In this context, organizations must develop a service in such a way that people can feel and experience the service whenever it is delivered to them. Physical evidence can be divided into two categories, such as-

Peripheral Evidence:

Peripheral evidence can be possessed by the customers as a part of their purchased service but it does not have any independent value until and unless its relative factors are in use.

As an example when you open a bank account you get an ATM card, and chequebook as a part of and parcel of banking service but until and unless you have the amount in your account there is no use for an ATM card and chequebook.

Essential Evidence:

On the other hand in case of essential evidence, customers do not get any possession of the purchased service but can own the service element for a limited period. Examples include- Hotel Rooms, Movie Theater seats, Air Bus seats, etc.

7Ps Of Marketing Mix And Their Impact On Today’s Digital Marketing

1. Product (Online Offering):

Customization:

Digital marketing enables businesses to customize their products and services depending on specific client preferences. This includes audience segmentation based on demographics, interests, and behavior; analyzing user behavior; delivering customized content; and dynamically modifying advertisements depending on user information. This Online Marketing Mix strategy builds brand loyalty, enhances engagement, and converts customers.

Digital-First Products:

Traditional business models have been altered by digital-first products, which now force companies to supply goods and services via a variety of channels, including the web, mobile, SMS, social media, and physical places. But digital first — especially in the financial services industry — doesn’t mean digital alone. Target, Home Depot, Best Buy, and other retailers have made a smooth transition from physical storefronts to integrated platforms.

2. Price (Digital Pricing Strategies):

Dynamic Pricing:

Dynamic pricing refers to a pricing technique wherein firms modify their rates in response to fluctuations in demand. It is also referred to as demand pricing, surge pricing, or time-based pricing. It enables companies to maintain profitability through data analysis and competition activity monitoring. Dynamic pricing takes into account user behaviour and interactions, allowing for more personalized pricing. Thus pricing as a Digital Marketing Mix plays a crucial role in customer acquisition.

Freemium Models:

In digital realms, freemium models provide basic services without charge, while additional features are paid for. Users can upgrade to premium features for greater usefulness or use the free basic version. This strategy promotes early engagement and attracts a broader user base. The freemium model is an effective tool of Digital Marketing Mix Strategy.

3. Place (Digital Distribution):

Global Reach:

Digital platforms enable businesses to engage with audiences worldwide and break free from physical constraints, regardless of location. The internet world offers a vast platform for the dissemination of goods, services, and ideas, regardless of the size of the company — from small startups to large multinationals. Businesses can easily traverse continents, time zones, and cultures with websites, social media, and online markets, encouraging a genuinely global presence. You can’t imagine developing an Online Marketing Mix Strategy without digital channels or platforms.

E-Commerce:

In the digital world, online markets, websites, and social media platforms serve as virtual shops. These online marketplaces enable companies to present their goods and services to a worldwide clientele. Consumers may easily browse, evaluate, and buy from the comfort of their own homes. The seamless integration of transactions, customized suggestions, and secure payment channels has altered the way we purchase, making the Internet a vibrant marketplace.

4. Promotion (Digital Advertising):

Targeted Ads:

Targeted advertising is a marketing method in which advertisers generate advertisements based on customer interests, actions, and demographics. Providing individualized experiences for certain audiences entails gathering data on browsing and buying patterns as well as consumer behaviours. The method includes leveraging consumer data to segment audiences, personalize advertising, and distribute them across several media. Targeted advertisements help ensure a more focused and successful marketing approach by offering relevance, efficiency, increased conversion rates, and better return on investment.

Social Media Marketing:

Social media marketing is a systematic technique that promotes businesses and connects customers using numerous platforms such as Facebook, Instagram, and TikTok. It requires a well-planned approach that includes a content schedule, community building, and sponsored social advertising. While Instagram targets younger viewers and prioritizes visual storytelling, Facebook has a wider user base and permits both organic and sponsored content. With a large organic worldwide following, TikTok is well-known for its short-form videos. Social media marketing offers measurable outcomes, brand building, and global reach, with 4.9 billion users globally. Businesses may effectively interact with their target audience by creating a strong content schedule, engaging with comments, likes, and shares, and contemplating paid social marketing. Various advertising and social media platforms are helping a lot to implement Digital Marketing Mix strategies effectively for businesses.

5. People (Customer Experience):

Chatbots and AI:

With features like generative AI, learning, scalability, fast resolution, and 24/7 availability, chatbots driven by AI are transforming customer service. These AI-based avatars are constantly available, offering rapid support regardless of time zone or day. Their prompt resolution of consumer inquiries lowers typical handling times and guarantees precise responses. As organizations expand, chatbots adapt to changing contact volumes, managing unexpected spikes in queries or regular duties. AI systems are always learning from user interactions, which increases their accuracy and boosts client loyalty and pleasure. With the use of generative AI, the newest breed of AI chatbots converses naturally and humanely, giving consumers a more relatable and less artificial experience with their interactions. Chatbots and AI are now becoming an integral part of the Online Marketing Mix.

Influencer Marketing:

Influencer marketing is an effective technique for firms to promote their products or services by partnering with online personalities that have large followings on platforms such as Twitter, Instagram, and YouTube. These collaborations vary from sponsored articles to product evaluations and freebies, influencing customer behaviour and brand preferences.

6. Process (Efficiency and Agility):

Agile Campaigns:

Digital Marketing Mix is an important business tool since it allows for real-time modifications based on data and feedback. Because it offers instant access to data, marketers can follow user activity and keep an eye on the effectiveness of their campaigns. This agility enables continuous optimization, which results in the constant development of ad copy, targeting parameters, and landing pages. It became easier to make quick changes in ad creative so that campaigns never go out of style. Digital marketing also makes it easier for marketers to do A/B testing, which lets them test various features to see which ones resonate with their target demographic.

Marketing Automation:

By facilitating dynamic and effective content generation and customization across several channels, marketing automation has become a powerful tool which improves the performance of Digital Marketing Mix. Marketing automation enables the integration of mobile messaging email marketing, and social media marketing resulting in relevant personalized communication across several platforms. By gathering client data from interactions, audience engagement, and customer profiling marketing automation significantly simplifies workflows and audience targeting.

7. Physical Evidence (Digital Touchpoints):

Website Design:

To communicate authenticity, professionalism, and trustworthiness, as well as to shape brand perception and grab attention, a professionally designed website is essential. It is more than simply aesthetics; it is about providing an immersive user experience that is consistent with the brand’s core, with straightforward navigation and visually appealing layouts that contribute to the broader brand story.

User Reviews and Ratings:

User ratings and reviews have a huge impact on purchase decisions. Positive evaluations increase a product’s credibility and trustworthiness. Reviews lower the risk of purchasing unknown items by offering information about the product’s dependability, performance, and quality.

Conclusions:

Thus all the 7Ps of the marketing mix are a very crucial part of any marketing campaign. From product development to product distribution to product sales to customer care at every stage organizations need all these marketing mix tools to execute their marketing plan strategically.

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