The act of marketing hasn’t changed much even with the arrival of the internet. While people are using the internet to do their shopping, the marketing principles of the 4 P’s (Product, Price, Place and Promotion or Promotional Mix) are still very relevant.
If you know your product, price, and place, it can be easy to translate to the digital marketing arena for your small business, because this is the new place where your consumers are located. Let’s take a look and see how these terms can be applied to digital marketing to make sure your marketing for your small business is still on target to reach your customers, whatever method they use to find you.
The promotion mix usually consists of 5 key items: direct marketing, publicity, sales promotion, personal selling, and advertising.
Direct Marketing for your small business can consist of making email lists, or putting targeted ads on social media. According to “Principles of Marketing” by Philip T. Kotler and Gary Armstrong, Direct Marketing is defined as: “direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.” That pretty much defines Facebook ads.
Publicity, or Public Relations, defined as: “gaining public visibility or awareness for a product, service, or your company via the media”, can translate to link building, or the content in your landing pages of the website of your small business. Publicity can also be social media. You’re trying to get your name out there, and put it in a positive light. Social media has become the perfect platform for that.
Sales Promotion is using things like coupons with deadlines to create demand and invoke a sense of urgency to potential customers. Advertising coupons or deals, with Google Posts, on your Google my Business listing can be an excellent avenue for sales promotions. Coupons can also be used on websites, or can be implemented via email lists. Using coupons on your small business’s website is great, because you can use your Google Analytics account to track your efforts by checking how many people view the page your coupon is on and how many people clicked on the coupon.
Personal selling hasn’t changed much since the digital age has come about. Personal selling this is just what the name states “Personal”. You still have to talk to potential customers. The steps of gaining and tracking leads, however, has changed. Having a form to fill out for more information on your website is a good place to start to gain leads. Also, acquiring a good Customer Relationship Management software, or CRM, (Think: Rolodex) to store all your leads, no matter what stage of the pipeline they are in, is crucial.
The last item of the promotional mix is advertising. The use of ads on the internet is somewhat controversial. While your efforts are easy to track, make sure you’re putting your efforts into the right kind of ads. Pop-ups will generally be ignored, while Pay Per Click ads( the ones that show up on top of organic ads in the search engines) get more traction. These can be hard to use if you are not familiar with Adwords or Bing Ads , and can end up eating up your ROI if you don’t know exactly how to use them.
Again, you are still marketing to people, as you were before the internet started taking over our lives. And people haven’t changed. The principles of the promotional mix of marketing can be easily applied to the digital age and to your small business if you just think a little bit about each element.
If you would like to learn more about merging traditional and digital marketing or have any other questions, contact us today at Art Unlimited!