The process of delivering your product to the consumer should be designed for maximum efficiency and reliability, but may also include features that are in line with your brand, such as being environmentally or sustainably focused. It’s important that everyone who represents your brand or deals with customers – including the non-human chat bot variety! – are fully trained sales professionals with an intimate knowledge of your product and how it will improve the lives or solve the problems of your customers. Acquiring these referrals by people who love your brand can also be a great example of how your marketing efforts can support your sales process. Where and how your product is displayed and sold should be directly informed by your customers.Ī deep understanding of their purchasing patterns – and targeting them at the right stage in their buying cycle – will make it clear where you should promote and sell your products and how that fits into your online and real-world marketing mix.Įxcellent customer service not only converts to sales, but can increase your customer base by referrals. The possibilities of digital promotion are limited only by your imagination and can include online events, chats, social media groups, and livestreams. Successful marketing strategies include all the promotional activities across the marketing mix, including advertising, direct marketing, and in-store promotional activities. Your marketing mix can include subscription and membership discounting programs, or email marketing of promotions and sales. The strategy behind the pricing of your product needs to be based on what your customers are prepared to pay, costs such as retail mark-up and manufacturing, as well as other considerations. The digital marketing mix is perfect for showcasing your products, through SEO, blogs or articles, paid advertising, influencer marketing, and viral video campaigns, for example. It goes without saying that the service or product you’re selling should be at the centre of every element of the marketing mix.įundamentally, it allows you to address the questions key to sales conversion: what problem or issue does the product solve for customers? Why is your product the best one to solve it? Here’s how the 7 Ps of marketing can be applied to everything in your marketing mix: 1. It’s called the seven Ps of marketing and includes product, price, promotion, place, people, process, and physical evidence. Back in the 1960s, when marketing men smoked at their desks, ladies tapped away in their typing pools, and sliced bread was the yardstick of whether a product was any good, a marketing notion was hatched that was so perfect, sixty years later it is still considered an integral part of any marketing strategy.