4 Ps of Digital Marketing

The traditional 4 Ps of marketing; price, product, place, promotion are as important now as they were decades ago. However, in a world engulfed with digital marketing and media, there are new fundamentals people need to know in order to successfully run digital marketing campaigns. Here are the 4 Ps of digital marketing:

Process

As we are moving closer towards a futuristic dystopia, the amount of data and technology available to us is becoming more and more overwhelming. Understanding what systems are needed to execute your marketing strategy and how to implement them is incredibly valuable. Building your entire digital marketing on a shaky foundation will cause hassle and reduced campaign effectiveness and efficiency.

Ask yourself some of the following questions:

• Do you have the necessary tools in place to target the correct audience, personalise messaging, quickly and effectively make changes and respond to customer interest/queries quickly?
• Are you able to justify the budget for the performance?
• Do you have the capability to execute the intended strategy in terms of tech and expertise?
• Will you be able to track the data needed for future decision making?

Selecting the correct tools and maximising their utility will go a long way towards reducing any digital marketing hiccups along the way.

People

The secret formula for effective communication in a digital world is personalisation. It’s no longer sufficient to mass market a single message to everyone. Tailoring your message for varying audiences and demographics will ensure that your message will lead to more action.

Platform

A key aspect of digital marketing is building good and lasting relationships with your customers, and an important part of doing this is to choose the right platform. Not only will choosing the right platform help you manage data, but will be effective in communicating with your audience and helping them communicate with you.

Performance

The CRM you choose will not mean much unless you are able to collect data about the performance of your efforts. Choosing a CRM you can track engagement, conversions, loyalty etc. is key. After being able to do this, can you map out your customer lifecycle and lifetime value accurately and shape your future efforts accordingly.

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