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Marketing mix in digital word - Coggle Diagram
Marketing mix in digital word
2.1 Introduction
Products become services
Customers create communities that extend the brand into new online experiences
2.2 What is the marketing mix?
4Cs ( 1990)
5ls ( 1981)
4Es ( 2008)
Conclusion
Lead marketing research to learn what they need
Supply it better than the competition by mixing the right mix
Listen to them using social media
Stick to customers
7Ps
2.3 Beyond the mix
Manage alliances
Grow relationships
Make strategic alliances and partnerships
Supply chain management - sharing data, systems and budgets
Keep customers happy for life
Relationship between buyer and supplier
2.5 Product
Quality and Creedibility
Customer lists and numbers
Customer comments
Testimonies
Warranties
Awards
Guarantees
Endorsements
Adding digtital valuee to products Ghost (1988)
1.For example, a fashion retailer can provide customer reviews and fashion previews.
2.For example, many products can have accompanying e-books, videos and tutorials to inform custom-ers.
3.Lastminute.com, booking.com and trivago.com are digital brands that sell travel-related services, but also generate significant advertising revenue.
4.Consider the consequences if competing companies digitally adapt their products in order to develop a stronger market offer and take advantage of the prevailing marketing environment.
=>Digital products offer interaction and engagement
Consistent CX = Offline Value Proposition/ Online Valua Proposition
Reinforces core brand values
Clearly summarizes what a customer can get from you that thêy cannot get elsewhere
=> The OVP should encompass the complete experience of selecting, buying and using the product or service
2.7 Place
Ads (promotion) follow customers online (place)
Placing ads in front of people who have already expressed an interest in your business
New distribution models
Infomediation
Channel confluencee
Reintermeediation
Channel confluece
Disintermedieation
Pee-to-peer services
Affiliation
Group purchasing
2.6 Price
4.Alternative pricing structure or policies
1.Increased price transparency
3.Innovativee pricing approaches
2.Price uncertainty
2.8 Promotion
Six key promotion issues
Creativity
Interaction
Integration
Globalization
Promotion Mix
Resourcing
2.9 People
Challengs
Keeping content fresh
Training and resourcing
People vs Automation
=> Happy Staff = Happy Customers = Happy Shareholders
90% of your website should be designed to service customrs
Ask and answer service
Customer reviewrs and assistants
Auto-responders
....
2.11 Process
Optimizing internal and external processes is essential
2.12 An extra 'P' - partnerships
Partnerships need to be identified, recruited and nurtured for success
Can be potent but need exprienced managemeent
2.10 Physical evidence
Customrs look for reassurance
....
Refund policies
Full address and contact details
Ratings and reviews
Reliable response systems
Reasons why people come back to a site
Ease of use
Frequently
High-quality content
Quick download