Marketing Mix

Marketing Mix is a concept that introduces the basic elements of marketing. The goal of the marketing mix is to sell the right products or services to the right target group at the right price.

7P Marketing Mix

The concept of marketing mix was first developed in the 1950s and the marketing mix is composed of four main factors: Product, Price, Place and Promotion. Plus 3 additional factors: Personnel, Process and Physical Evidence. Each of these factors can play a significant role in whether you succeed.

Product: If you offer a good product that meets the needs of your target group, you are already one step further. But that alone is not enough, of course.
Price: Price also plays a role in the decision to purchase. If your product is too expensive, many customers will choose not to buy it - no matter how good it is.
Place: The question is, of course, where do you offer your product? There are now countless possibilities, both offline and online. So you have to carefully consider where your target group is best reached.
Promotion: The type of promotion is also crucial. Use the channels that your target group uses the most and convince them of your product.
Personnel: What role do employees play in sales and customer service? What is the corporate image?
Process: Which processes control the flow of business activities? How efficient are they?
Physical evidence: Which physical elements support the company's external communication? What touchpoints occur between the customer and the company

Marketing Mix Definition

The marketing mix definition describes the four main components of modern marketing: product, price, placement and promotion. These four components are referred to as the "marketing mix" and are critical to the success of a brand or product.

Who developed the marketing mix theory?

The marketing mix theory was developed by the American economist Neil H. Borden. He defines the marketing mix as the "combination of factors used by a business to bring its products or services to market and sell them." The four main components of the marketing mix are product, pricing, distribution and advertising.

The use of the marketing mix in online marketing

The definition of the marketing mix is relatively simple: it is the combination of different marketing tools used to achieve a company's goals. The choice of the right tools depends on the respective goals. In online marketing, the following tools of the marketing mix are used above all:

Search Engine Optimization (SEO):With the right optimization of the website and content for the search engines, the company can ensure that it is listed high in the results for relevant searches. In this way, the company gets more attention and can thus attract more customers.
Pay-per-Click (PPC):With this tool, the company pays for each click on an advertisement. This type of advertising can be very effective, but the company must also plan carefully to avoid exploding costs.
Social Media Marketing: By using social media, companies can get in direct contact with their customers and thus build a close relationship. The reach of one's own brand can also be significantly increased through social media marketing.
Content Marketing: An important part of online marketing today is content marketing. This involves producing interesting and relevant content for the target group and distributing it across various channels. In this way, you can show potential customers that you take them seriously and are an expert in your field.

Using the marketing mix in online marketing is very important to achieve a company's goals. However, there is no perfect recipe for success - the choice of the right tools always depends on the respective goals.