The Internet and the Digital Marketing Mix

The Internet and the Digital Marketing Mix
The Internet and the Marketing Mix Applying the marketing mix in an online context Adam Richards
Agenda Introduction to Digital The Marketing Mix Product Place Price Promotion People, Process, Physical Evidence Summary
Introduction to Digital Nothing has changed Digital just another channel
Introduction to Digital Nothing has Marketing Digital changed RIGHT INFORMATION INSIGHT RIGHT PEOPLE TARGETING RIGHT TIME 24/7
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
Introduction to Digital Insight 2: Two-way street “Digital tools have become virtual water coolers” Allen Adamson: Author of Brand Digital
The Marketing Mix Product What is it? Price Place Marketing People Promotion Mix Physical Process Evidence
The Marketing Mix Development Why is it useful? Awareness Trial Usage Repeat
The Marketing Mix Product 4+3 for services Price Place Marketing People Promotion Mix Physical Process Evidence
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
Product Online Value Proposition Brand Extended Core
Core Product Definition
Extended Product Definition
Brand Definition
Online Value Proposition (OVP) Definition
Core Product Additional Information Digital Opportunities Personalisation Re-packaging Research Range Extension
Core Product Additional information
Core Product Personalisation
Core Product Research
Extended Product Additional products and services Digital Opportunities Credibility and Trust Customer service Warranties Testimonies
Extended Product Additional Products
Extended Product Additional Services Free Delivery Worldwide
Brand Online Value Proposition Brand Extended Core
Brand “The mental perceptions that surface when you hear about a product or service” Allen Adamson – Author of Brand Digital
Brand
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
Building a Quality of Experience strong OVP Interactivity Customisation Design Relevance Innovation Does it SELL
Brand Final Thought Does the Internet dilute the power of brands?
Place “The place of digital purchase, Definition distribution and consumption” Seller –controlled Seller–orientated Neutral Buyer-orientated Buyer-controlled
Place Let go… …and enter the conversation
Place Research Online Purchase Offline The Death of the High Street? CONCLUSION Search engine marketing critical
Place Customer Search Engine Marketing Be where your customers are: • SEO • Syndication • Affiliation • Sponsorship • Localisation • Mobile Supplier
Price Definition “A value that will purchase a finite quantity, weight, or other measure of a good or service.” BusinessDictionery.com
Price Relationship to Low Price High Price price complex Commodity Brand Common Differentiated Cheap Expensive Unremarkable Special The rest Me
Price Perception of value
Price Opportunities and threats Is the Internet a downward pressure on pricing or an opportunity to charge more?
Price Price Relationship to perceived value? Elasticity Elastic Demand
Price Price Relationship to perceived value? Elasticity Inelastic Demand
Price Online Opportunities Threats opportunities and threats Differential Transparency Flexibility Aggregators Long tail Online specialists Breakdown Commoditisation Bundling Auctions
Price Opportunities: Bundling
Price Threats: Aggregators
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
Promotion One to many Broadcast
Promotion Targeted Digital Shadow
Promotion Advertising Online execution of Selling promotional tools Sales Promotion Public Relations Sponsorship eMail Viral
Promotion Advertising Google Adwords
Promotion Selling
Promotion Sales Promotion
Promotion Public Relations
Promotion Viral Video Nearly 5 million views
People Balance with automation Happy Staff = Happy Customers
People Autoresponders Delivering online service eMail notification Call back facility Real-time live chat Virtual assistants On-site search engines Ask and answer
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
Process Balance with cost and efficiency Automation = Cost-Effective
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
Physical Web site design Evidence On-line Awards and endorsements reassurance 3rd party reviews Refund policies Printable coupons Merging the off and online worlds
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
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
Adam Richards e: adam@waypointdigitalmarketing.com w: waypointdigitalmarketing.com

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