There is perhaps no reason to suppose that the digital marketing mix should differ from the marketing mix, (marketingteacher.com, 2014) details it is essentially the same. However other authors have suggested that the marketing mix could be revised e.g. McLean (2012) suggested that the four c’s of marketing could replace the four ps. The cs are ” consumer wants and needs, costs, convenience and communication”. There is nothing fundamentally wrong with the idea of looking at consumer wants and needs as this underpins both marketing research and a marketing orientation for the organisation. Borden (1984) details that the term marketing mix has ” wide useage” and this is borne out by studies of marketing literature since then, although the concept has expanded to include people, physical evidence and process when talking about service marketing and some authors refer to customer service rather than physical evidence. The total cost of a consumer purchasing a product are more than what it is priced at as there are time issues and other issues relating to access: where councils charge for parking it can be cheaper for consumers to buy online and perhaps pay towards carriage. Clearly the internet improves the availability of information and choice in a retail environment is more limited than what searchers may find online. To have to go shopping on a day off if workers are not in a city centre can be inconvenient when compared to the 24/7 environment. With many shops being open only when workers are at work Monday to Friday and more women at work the normal shopping hours of bricks and mortar stores don’t suit many.
(Chaffey (2010) recommends the importance of auditing your customer audience and creating personas for key audiences along with applying traditional segmentation variables but also determining whether or not the audience is web savvy. This is important when designing a digital marketing strategy. He identified that consumers may have different search behaviours of “explorer (browsing), hunter (researcher) and tracker (completing). Tracker behaviour is goal oriented rather than explorer.
Many different tools are available to businesses that can help them understand their audience but Chaffey queries whether they are all being used.
Important for planning a digital marketing strategy is consideration of how the mix is to be used and hence there are different media available from when Borden wrote about the concept of the marketing mix. Chaffey (2010) includes as important “social media, articles, shopping feeds, affiliate marketing, landing pages, seo, media ad planning, blogs and forums, online pr and pay per click”. This differs from Dietrich and Livingston’s communications areas identified. Borden’s original view that “advertising is not an operating method to be considered as something apart” (1984, p8) is still true today in that the whole of the marketing communications mix should be considered when designing a marketing campaign and of course how the campaign links I to other aspects of the marketing mix’ hence the use of integration in many marketing communications texts. Borden’s original marketing mix included 12 areas (1984, p9) and the fact finding and analysis is one area which perhaps was lost by the popularity of talking about the four Ps. Advertising, selling and promotions were detailed but there was also no reference to PR, but Borden’s original article was written in the contest of manufacturers.
Borden (1984) also outlined the importance of understanding aspects of consumer buyer behaviour as well as business behaviour, some PEST factors and the competition. The fundamental truths of marketing are that campaigns need to be designed for distinct audiences i.e. target marketing and what is going on in the market will influence the success of a brand.
In determining the strategy it is important to research the marketplace. In the case of hair colourants that begins with published research via Mintel but also research from search engines. When it comes to implementation web analytics need to be integrated so campaign performance can be tracked and optimised. Campaigns need to enable participation so need ” search boxes, questions, quizzes, polls, calculators, interactive questions and answers, call backs and viral games” (Chaffey, 2010).
Chaffey (2010) identifies 4 key areas under PR “attracting visitors through search, getting engagement and dialogue, building buzz and being defensive”. His presentation above will also help regarding digital marketing campaigns.
Borden, N, H, The Concept of the Marketing Mix, Journal of Advertising Research, Classics, Volume 11, September 1984, commerce.uct.ac.nz (Accessed on 9/01/14)
Chaffey, D, (2010), Optimising Your Digital Marketing Mix, Slideshare (Accessed on 09/01/14)
Dietrich G and Livingston G (2012) Marketing in the Round, Indianapolis: Que
McLean, R, (2012) The Four C’s Versus the 4 Ps of Marketing, www.customfitonline.com (Accessed 9/01/2014).