Jesse Stein

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The 7 Ps of Digital Marketing: A Quick-Look Guide to Success

Update: June 28, 2023 Jesse Stein, CEO & Founder of Audience.co Jesse has founded, operated and sold multiple Internet-related ventures over the last 20 years. As the founder of Audience.co, he is passionate about combining digital excellence with direct handwritten mail to build lasting customer relationships.
Fact Checked This article was fact checked following our detailed Editorial Guidelines Experience Based This article is based on the first-hand experience detailed in this document. Product Price Promotion Place People Processes Physical Evidence Use Case Scenarios Embracing the Power Q&A

Creating a successful digital marketing campaign requires a deep understanding of the 7 Ps of digital marketing: Product, Price, Promotion, Place, People, Processes, and Physical Evidence.

Here we will explore each of these elements in detail and explain how they can be leveraged to achieve your target audience’s business objectives and goals.

1. Product: Offering Value to Your Customers

Your product/service is the core of your successful marketing mix. It is essential to understand what makes your offering unique and valuable. Ask yourself these questions: 

  • What problem does your product or service solve?
  • How does it meet the needs of your target audience?
  • What sets it apart from competitors?
  • Why should your audience trust in your sales promotions?

By defining the unique selling points (USPs) of your target audiences for your product/service, you can create targeted and effective online marketing campaigns that resonate with your target market and audience.

2. Price: Establishing the Right Price Point

Determining the appropriate pricing strategy is crucial for business success. When setting your own personal selling prices, consider the following factors:

  • Your target audience’s willingness to pay
  • Competitor pricing and market trends
  • Costs associated with production, distribution, and marketing
  • Desired profit margin

Your website’s design, pricing strategy and marketing mix should balance affordability for your customers and profitability for your business.

3. Promotion: Creating a Buzz Online

Promoting your product or service through online channels is vital for reaching and engaging your audience. Develop a promotional strategy that includes marketing mix elements:

  • Content marketing: Create valuable and engaging content that informs, entertains, or educates your audience.
  • Social media marketing: Utilize social media platforms to connect with your audience, share content, and generate buzz.
  • Email marketing: Send targeted emails to subscribers, offering valuable information, promotions, or updates.
  • Paid advertising: Use pay-per-click (PPC) ads, display ads, or sponsored posts to increase visibility.

Remember to track and measure the performance of your digital marketing plan process promotional efforts, making adjustments as needed to optimize results.

4. Place: Ensuring Your Online Presence is Effective

The online “place” where your product or service is showcased plays a significant role in your company’s digital marketing decisions flow success. Optimize your business’ digital presence by:

  • Ensuring your website is user-friendly, mobile-responsive, and easy to navigate
  • Utilizing search engine optimization (SEO) techniques to improve search rankings
  • Utilizing local SEO to target customers in specific geographic areas
  • Offering seamless and secure e-commerce functionality for online transactions

5. People: Building a Strong Team and Fostering Relationships

Your team members and the relationships they build with customers are critical components of your successful online marketing mix.

Ensure your staff is well-trained, knowledgeable, and customer-focused. Cultivate relationships with customers by:

  • Providing exceptional customer service
  • Encouraging reviews and testimonials
  • Responding to comments and inquiries promptly
  • Personalizing communication and offers

6. Processes: Streamlining and Optimizing Your Operations

Efficient processes are the backbone of any successful digital marketing mix campaign. Analyze and optimize your workflows, from content creation to customer support. Consider implementing:

  • Marketing automation tools for email, social media, or advertising
  • Online marketing communication tools or a familiar marketing strategy tool
  • Project management systems to track tasks and deadlines
  • Analytics platforms to measure performance and gather insights

7. Physical Evidence: Creating a Cohesive Brand Identity

Although an online advertising and marketing mix focuses on the online realm, physical evidence still plays a role in reinforcing perceived value of your brand identity.

Ensure that your branding is consistent across all distribution channels used, both online and offline. This may include:

  • Logo design and color schemes
  • Website design and user experience
  • Packaging and promotional materials
  • Branded merchandise

By understanding digital technologies and implementing the 7 Ps of digital marketing, businesses in digital world can create comprehensive campaigns using digital technologies that resonate with their audience and drive results.

Each element plays a vital role in the overall success of your existing business and digital marketing strategies, and a well-rounded approach to online marketing and brand awareness that incorporates all 7 Ps will set your business apart from competitors.

7 Ps of Digital Marketing: Use Case Scenarios

Sure, let’s go through the 7 Ps of Digital Marketing: Product, Price, Place, Promotion, People, Process, and Physical Evidence. Here are some online marketing mix use-case scenarios for each:

1. Product:

An online apparel brand decides to launch a new line of eco-friendly t-shirts. They conduct market research to understand consumer preferences and design the product accordingly.

The brand then creates detailed product descriptions and high-quality images for their customers’ online product catalog.

2. Price:

A SaaS company offers a tiered pricing model for its software service. The basic tier is free but limited in features, the professional tier is priced competitively and offers a comprehensive feature set, and the enterprise tier is priced higher and offers advanced features and dedicated support.

3. Place:

A digital bookstore decides to sell e-books via their own website, and also through third party platforms like Amazon Kindle and Google Books. They also make use of SEO strategies to make their website easily discoverable on search engines.

4. Promotion:

A new online gaming platform decides to run a promotion to attract new users. They create a referral program, where existing users can invite friends to join the platform and both parties receive in-game credits. They promote this digital marketing offer through social media advertising and email marketing campaigns.

5. People:

An online education platform invests in customer service training for their team. This ensures that every interaction with customers, whether it’s through email, live chat or social media, is positive and helpful. They also ensure their team is well-versed with the platform to assist users effectively.

6. Process:

An e-commerce website improves its checkout process to reduce cart abandonment rates. They provide multiple payment options, a clear summary of the customer’s order, and a quick and easy checkout process. They also ensure their website loads quickly and is mobile-friendly.

7. Physical Evidence:

An online travel agency provides a digital confirmation of bookings made on their platform. They also encourage users to leave reviews and ratings for the hotels and flights they booked, providing physical evidence of their service quality.

These use cases showcase how the 7 Ps can be applied in a digital marketing context. Each of 7 P’s represents a different aspect of the marketing mix that should be considered when developing a marketing strategy.

Embracing the Power of the 7 Ps: A Path to Digital Marketing Success

The 7 Ps of digital marketing strategy are more than just a framework for marketing decisions; they represent a roadmap to the key issues in creating and executing a successful digital marketing strategy.

By understanding and using appropriate approaches to a better marketing strategy addressing each of these elements, you can build a comprehensive and cohesive, effective marketing strategy plan that resonates with your audience and drives business growth.

To embrace the power of the 7 Ps, consider the following steps:

1. Conduct a thorough audit of your entire marketing mix.

Evaluate your existing strategies and tactics in relation to the 7 Ps. Identify areas of strength and weakness, and prioritize improvements based on your business goals and resources.

2. Create a detailed digital marketing plan.

Develop a plan that outlines your goals, target audience, key messages, and tactics for each of the 7 Ps. This plan should be flexible and adaptable, allowing you to make adjustments as needed based on performance data and evolving market conditions.

3. Invest in the necessary tools and resources.

Building a successful digital marketing strategy requires the right tools and resources. Invest in marketing mix automation platforms, analytics tools, and staff training to ensure your team is equipped to execute your plan effectively.

4. Monitor, analyze, and optimize your campaigns.

Continuously track the performance of your online marketing efforts, using data and insights to make informed decisions about adjustments and improvements. Regularly review your plan and make necessary updates to ensure your strategies remain aligned with your business goals.

5. Foster a culture of collaboration and continuous improvement.

Encourage your team to work together, share ideas, and learn from each other. Foster a culture that values innovation and embraces change, ensuring your digital marketing mix remains at the cutting edge of industry best practices.

By taking these steps and fully embracing the 7Ps of digital marketing, you can position your marketing mix online business model well for long-term success in the increasingly competitive digital landscape.

Remember, the key to an effective online marketing mix lies in understanding the needs of your audience, crafting compelling messages, and delivering them through the right digital channels at the right time.

With the 7 Ps of digital marketing as your guide, you can create a full marketing plan and public relations strategy that drives meaningful results and propels your business forward.

7 Ps of Digital Marketing FAQs

clear
Q:
What is the importance of 'Product' in digital marketing?
A:

The ‘Product’ in digital marketing refers to the goods, services, or digital content a company offers. It’s crucial because it’s what the customer is essentially buying. Businesses need to understand their product’s unique selling points and present them effectively online so that the target market can understand its value.

Q:
Why is 'Price' a significant factor in digital marketing?
A:

‘Price’ is the amount consumers are willing to pay for a product or service. In digital marketing, pricing strategies can be effectively utilized using dynamic pricing models and personalized offers. The right price can attract and retain customers by providing them with value for their money.

Q:
How does 'Place' play a role in digital marketing?
A:

‘Place’ refers to the distribution channels where customers can access the product or service. In the digital world, this could be a company’s website, social media platforms, or online marketplaces. Choosing the right digital ‘place’ is crucial to reach your target audience and make your product or service readily available.

Q:
Why is 'Promotion' necessary in digital marketing?
A:

‘Promotion’ includes all the ways a business communicates and interacts with its customers online. It could be through social media marketing, search engine optimization, email marketing, or content marketing. Effective promotion can increase brand awareness, generate leads, and ultimately drive sales.

Q:
What is the role of 'People' in digital marketing?
A:

‘People’ includes both the team behind a company’s digital marketing strategy and the target audience. Having skilled people to implement strategies is crucial. Simultaneously, understanding the needs and wants of the people in your target audience is vital to create effective digital marketing campaigns.

Q:
How does 'Process' influence digital marketing?
A:

‘Process’ refers to the procedures, mechanisms, and flow of activities by which services are consumed. In digital marketing, this could include the user journey on a website or the process of purchasing an online product. A smooth, user-friendly process can enhance customer satisfaction and increase conversions.

Q:
What is 'Physical Evidence' in the context of digital marketing?
A:

‘Physical Evidence’ refers to tangible cues that customers use to evaluate a product or service. In digital marketing, this could be a well-designed website, customer testimonials, or social proof. Although digital products are intangible, providing physical evidence can help establish trust and credibility.