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The principles of the Marketing Mix allow understanding the connections between the core marketing elements better. Thus, sales rates can be increased significantly for a specific product. However, in the digital environment, the Marketing Mix framework may become slightly warped due to a significantly different context. Specifically, by focusing on the development of a new business strategy due to the shift in the type of the target audience and the integration of social networking as the main product promotion tool.
In the digital context, the relationships between the core constituents of the framework may appear to be less evident than in the traditional one. For example, the relationship between the Unique Selling Proposition (USP) and the Product might seem not as evident as in the offline setting. However, in the digital environment, the link between the two notions is still present. Namely, it is defined by the specific needs of customers and the product’s focus on addressing it in a manner as effective as possible. According to “Digital Marketing Mix & the 4Ps: An integrated marketing approach for business professionals” (2020), the product offering must incorporate the core information that outlines the USP, therefore, attracting customers immediately. Thus, the product is linked closely to the USP, including the key features that are geared toward meeting specific customers’ demands.
Furthermore, there are notable difference between the Place concept as it is applied to the offline setting and the Place notion in the context of the digital market. Most obviously, the presence of the physical space as a necessary prerequisite for the design of the Place concept in the traditional environment should be mentioned (Digital Marketing Mix & the 4Ps: An integrated marketing approach for business professionals, 2022). In addition, in the digital setting, the Place is transferred to social media platforms, where promoting a service or a product becomes particularly easy due to active information sharing. The specified characteristics represent the greatest differences between the two, which are essential given the marketing channels of the target organization. Namely, due to the close focus on the use of social media environment, specifically, social networks such as Facebook and Twitter, recognizing the specified relationships between Place and communication in the marketing context.
The differences identified above are of crucial importance not only for marketing experts but also for any business-adjacent expert. Recognizing the nuances of the relationships within the digital setting, as well as their core differences from the traditional Marketing Mix framework, is vital for the exploration of the opportunities for unique business strategies that amplify an organization’s competitive advantage. Specifically, hen transferring to the digital context, an organization will need to shape its approach in order to appeal to its audience in an entirely new setting. For this reason, learning the key distinctions between the two environments and the way in which the marketing Mix framework is applied in each is central to creating a strong competitive advantage.
Due to the changes in the target environment and audiences, a digital Marketing Mix requires rethinking the approaches toward building a presence in the target setting by changing the perspective on the audience and the selected environment. Namely, the implementation of the digital Marketing Mix suggests that social networks should be involved in the promotion, and that a different framework of target audiences’ engagement must be applied. However, despite the identified differences, the core of the digital marketing is represented by the same foundational principles, namely, the need to ensure p-roper customer communication.
Reference
Digital Marketing Mix & the 4Ps: An integrated marketing approach for business professionals. (2020). TowerMarketing.net. Web.
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