There was a time when business organizations crafted and implemented their marketing strategy according to rules such as four Ps or four Cs. Depending on the theories that they adopted, these letters stand for:
- 4 Ps of Jerome McCarthy – product, price, promotion and place
- 4 Cs of Robert Lauterborn – consumer, cost, communications and convenience.
According to many experts on websites like marketing.com, one of the biggest ingredients for a successful marketing mix is getting the balance right. In today’s digital world of course, all the above ingredients have undergone a massive sea change. Today, the value of employing the right kind of marketing mix will hinge upon aspects such as the following:
- search engine optimization
- the right kind of online advertising strategy
- email campaigns
- social media presence and
- other forms of digital and channel marketing.
Here we’ll take a look at some of them.
Search engine optimization
Regardless of the size of your business, search engine optimization is one of the most powerful tools that you can employ to drive more traffic to your website and promote visibility of your products and services. Search engine optimization is nothing but the group of strategies employed to ensure that your website comes up in the first few search results. Search engine optimization or SEO will bring together aspects such as using the right kind of keywords in your content, generating high quality and original content and staying up-to-date with the latest changes in Google’s search algorithms.
Today, almost everybody accesses their emails on mobile devices. This simply means that you can create a very effective email campaign which will grab eyeballs almost immediately when it is opened up on any mobile device. Email campaigns should be:
- device friendly – meaning that they can be opened and viewed comfortably on diverse devices such as mobiles and templates
- crisp and visually appealing
- capable of conveying information within minutes.
Social media management
Every business organization worth its salt has a presence on various kinds of social media. Such social media channels include Facebook, Twitter, YouTube, Instagram, Pinterest and many other sites. Also consider that there are mobile applications that can be used to foster a particular brand or business organization as well.
The trick is in identifying where your target market lies. Another important aspect of social media marketing is the fact that every business organization has to be engaging in its content. Facebook, for instance can give a business organization the opportunity to post pictures and text heavy content as well. But if a business organization wants to update news in short and frequent messages, then perhaps Twitter is a more useful platform.
Finally, one of the most important elements of the right marketing mix is analytics. Every marketing channel has some extraordinarily sophisticated analytics tools to offer. A business organization should use the same to understand the efficacy of each element in its marketing mix. Thus, if the results are pointing to more visibility on the email campaign rather than a YouTube account, then more effort and money can be invested in the former. This will serve as a guideline to tweak the marketing mix until it is perfect.