The New Direct and Digital Marketing: The Marketing Mix and the 4 P's Revised

The New Direct and Digital Marketing: The Marketing Mix and the 4 P's Revised

Length: 1214 words (3.5 double-spaced pages)

Rating: Strong Essays

Open Document

Essay Preview

For many years, the Marketing Mix and the 4 P’s model have been essential theoretical concepts when determining the strategy of a business. The Product, Price, Place and Promotion are useful tools to enhance the progression of a business brand image and encourage competitive advantage. (Jobber, 2007) However, in the fast paced business environment that society is facing today alongside with the digital revolution, marketing methods need to be revised and adapt towards the new Direct and Digital Marketing.
As a result, marketers started seeking for ways to engage the customer toward their product based on strong relationships with a perspective on the long-term preference for the business. The main purpose of these relationships, also known as Relationship Marketing, is to build a marketing network, that consists of the company and its’ shareholders: custоmers, emplоyees, suppliеrs, distributоrs, retаilers, аd аgencies etc. or anyone of mutual profitable interest. (Kotler, 2009)
In other words, Relationship Marketing (RM) aims to unite client relationships, customer loyalty and brand value intro a successful strategy through two key tools: web technology and focus on customer. Based on this the businesses have the opportunity to build gradually trust and loyalty and achieve repeat purchases on their products. It has been proven that the customers who have already used the services of a company, tend to spend 33% more than the new ones and it’s six times less expensive to sell them a product. Furthermore, the chance for a repeat customer to recommend the purchased product or service to another consumer is a 107% greater. (Lake, 2014)
As it can be seen, this strategy is easy to implement, with greater chances of achieving higher rev...


... middle of paper ...


...osing customer value: integrating the value process and relationship marketing. British Journal of management, 12(2), pp.159--182.
Schultz, H. and Yang, D. (1997) Pour Your Heart Into It, Hyperion, New York.
Schultz, M. (2013). Starbucks Marketing Strategy … Making Social Media a Difference Maker. [online] Digital Spark Marketing. Available at: http://www.digitalsparkmarketing.com/creative-marketing/social-media/starbucks-marketing/ [Accessed 29 Apr. 2014].
Bedbury, S., and Fenichell, S. (2002) A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century, Penguin Group.
Starbucks Coffee Company, (2014). About Us. [online] Available at: http://www.starbucks.com/aboutus/default.asp. [Accessed 29 Apr. 2014].
O'Malley L. and Tynan, C. (2001) "Reframing relationship marketing for consumer markets", Interactive Marketing Vol 2 No 3 pp 240 – 246.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Direct Mail and Email Marketing Essay

- Direct mail marketing is also referred to as direct response advertising. This is because it allows businesses and other organizations to communicate straight to customers using techniques like text messaging, interactive websites, display ads online, email campaigns, flyers, catalogs, letters, television commercials, outdoor ads, and newspaper and magazine ads that normally generate response. There are quite a few characteristics that determine direct marketing. First, generating a database that often contains other information that may be relevant from business to business is used in developing the database of target-marketed businesses....   [tags: Direct Response Advertising, Firm Strategy]

Strong Essays
2192 words (6.3 pages)

Is e-marketing an integral component of strategic marketing? Essay

- E-marketing is virtually conducting marketing activities through interactive computer-aided systems. Indeed unheard about two decades ago, this sufficiently new field has interested lots of organizations around the world. Enormous multinational corporations, government agencies and other different enterprises have come to position e-marketing as an essential strategic tool. Nowadays many well-built huge companies such as IKEA link their Internet approaches to their more traditional marketing efforts, whereas some relatively new launched businesses as Amazon and Egg have selected for e-marketing approaches more or less exclusively, using all new tech tools as for instance ATMs, retail kiosks...   [tags: Marketing]

Strong Essays
2007 words (5.7 pages)

Essay on Marketing Through Social Media

- Widely adopted by the general public then by companies, the Internet fast imposed itself to become the archetypal media in terms of communication and search for information in all the domains today, and it is true whatever is the position of each in the society. With the development of the Web 2.0 which made Internet participative, the Internet users are now capable of expressing themselves, interacting, and giving their opinion onto everything (products, services, brands, companies, cultural property) and on everybody, via multiple platforms on Internet....   [tags: Social Network Marketing]

Strong Essays
3156 words (9 pages)

Integrated Marketing Communications and Social Media Essay

- Technology is everywhere. From the first pot of coffee to setting our alarm clocks for the next day, it permeates every moment of our waking lives and, in many cases, becomes a deeply personal part of our day. Social media has only deepened this link into our personal space, and this fact of modern day life has not been lost on marketing experts. As such, they increasingly target social media to communicate their offerings to the public. As different as this frontier is from the traditional avenues of print, television, and radio, some believe that a different message will work better in social media than in other marketing communication channels....   [tags: marketing/business strategies/tools]

Strong Essays
1647 words (4.7 pages)

Essay about The Role Of Situation Analysis For A Marketing Plan

- Situation analysis becomes increasing important for a marketing plan development. This essay aims to explain why it is so important and what factors it focus on and finally, a guild list is present and justify for the construction of an effective situation analysis for a Marketing Plan of J Boag & Son Brewery. Analyzing situation prior a strategic decision is critical for generating or sustaining competitive advantages, especially when facing the dynamic environmental trend which can affect corporations’ performance positively or negatively....   [tags: Business Marketing Analysis]

Free Essays
1445 words (4.1 pages)

Dell's Marketing Strategy Essay

- Company Overview Dell is among the world's leading computer manufacturers that has transformed and diversified into variety of business segments over the years. Products range from Dell PowerEdge servers, Power Vault, Dell EMC storage systems as well as PowerConnect switches for corporate clients. For individuals and professional customers products range from Dell Precision workstations, OptiPlex desktops, Dimension desktops, Inspiron and Latitude notebooks. Apart from these core products, the company also offer products and services range including printers, projectors, Axim handhelds, and other accessories....   [tags: Business Marketing Analysis ]

Strong Essays
1728 words (4.9 pages)

Essay on Print Media vs Digital Media

- MEDIA RESEARCH METHODS Literature Review Research Title: Print Media vs Digital Media: Is one better than the other. T204 Introduction According to dictionary.reference.com, print media can be defined as a medium that disseminates printed matter (Dictionary.com). Print media includes magazines, newspapers, brochures, catalogues etc. Any form of print that reaches a large audience would be referred to as print media. Digital media can be defined as digitized content that can be transmitted over internet or computer networks....   [tags: Media Research Methods, Newspapers, Inernet]

Strong Essays
1470 words (4.2 pages)

Essay on Using Integrated Marketing Communications

- Integrated marketing communications (IMC) is a concept that was designed to make all aspects of marketing communication work together as a unified force, rather than individually. Using both Advertising and Public Relations helps create consistent brand guidelines and esteem that is clear and efficient to the brand. It can be delivered across traditional and non-traditional media platforms thus working for the overall good of the company. Nowadays advertising companies and PR work so closely together many departments are housed under one roof....   [tags: brands, advertising, media]

Strong Essays
596 words (1.7 pages)

Growth and Adoption of Integrated Marketing Communications Essay

- Growth and Adoption of Integrated Marketing Communications Integrated marketing communications or IMC is a development that began in the 80’s as a way of encompassing all internal and external communications in an organisation. This process meant that all aspects of marketing communication were now able to work under one umbrella as a unified system where everyone communicate with each other instead of working in an isolated manner. Although IMC has its roots in the 1980’s it’s not until the 1990’s when the marketing process started changing, new technologies came into the market place and integration came into fruition more deeply....   [tags: IMC Business Management]

Strong Essays
2483 words (7.1 pages)

Technology and Marketing Management of Sony Corporation Essay

- Technology and Marketing Management of Sony Corporation Company Description Sony Corporation is a multinational corporation and it is one of the world's largest media conglomerates founded in Tokyo, Japan. One of its divisions Sony Electronics is one of the leading manufacturers of electronics, video, communications, and information technology products for both the consumer and professional markets....   [tags: Business Management Analysis]

Free Essays
1494 words (4.3 pages)