What Is Marketing Mix?

If you own a company, you must comprehensively understand digital marketing. This knowledge will serve as a foundation for your company’s success in the digital realm. Along the way, we will delve into the intricacies of the marketing mix that will put your company in a modern and advantageous position online.

This article will comprehensively examine 7 unique online business models, including valuable examples and marketing strategies, to aid in elevating your company’s presence in a competitive market and boost the number of organic clicks. We aim to furnish you with useful information that will be instrumental in accomplishing your business objectives. We hope that the insights provided in this article will prove to be an informative and engaging read. Before we examine the online marketing mix, let’s examine the importance of Digital Marketing and Marketing for companies.

What Is Digital Marketing?

Marketing refers to the process of promoting, selling, and distributing a product or service to a target market. It involves creating and delivering a message to a target audience through various channels to influence their behavior and increase sales. Marketing can take many forms, including advertising, personal selling, sales promotions, public relations, and direct marketing.

First, we should understand what is digital marketing comprehensively. Digital marketing refers to using digital technologies and channels to promote, sell, and distribute products or services. This includes online advertising, email marketing, social media marketing, search engine optimization (SEO), and mobile marketing. Digital marketing allows them to reach their target audience in a more targeted and cost-effective way than traditional marketing methods.

For instance, a clothing company may use traditional marketing methods such as television advertising and print ads to reach a wide audience while also using digital marketing methods such as email marketing and social media advertising to target specific segments of its audience. Another example is a small business using SEO to increase its visibility in search engines and reach potential customers searching for its products or services online.

The importance of marketing for companies cannot be overstated. Businesses must understand their target audience, competition, and market conditions to create effective marketing strategies. So, it helps them stand out, attract and retain customers, and ultimately achieve their business objectives. Marketing also plays a critical role in building brand awareness and reputation, which can help businesses establish a strong presence in the marketplace and increase customer loyalty over time.

In conclusion, marketing and digital marketing are essential tools for businesses to reach their target audience and achieve their goals. By effectively leveraging traditional and digital marketing methods, companies can create a well-rounded marketing strategy to help them succeed in today’s highly competitive marketplace.

Classifications of Digital Marketing

Digital marketing encompasses strategies organizations use to reach customers and prospective customers through digital channels such as email, social media, pay-per-click advertising, content marketing, sponsored content, affiliate marketing, and short message service. Email marketing promotes current business practices through communication with the target audience. Social media marketing leverages platforms like Facebook, Twitter, and Pinterest to connect with customers and build social trust. In addition, PPC advertising involves displaying paid ads on websites and targeting users based on collected data. Content marketing seeks to reach customers through informative and engaging content produced and published by the organization. Sponsored content involves paying another business to create and promote content highlighting the marketer’s product or service. Affiliate marketing involves paying commissions to influencers to promote the organization’s product or service. SMS marketing uses text messages to send promotions to customers. Each strategy is crucial to an organization’s overall digital marketing plan.

Understanding the Marketing Mix

Before embarking on any marketing strategy, it is crucial to first comprehend the target market. The success of a company or institution lies in directing its business goals toward the appropriate target market. To achieve this, businesses combine four key elements in their marketing decisions: product, price, place, and promotion. These elements, collectively known as the marketing mix, provide a comprehensive approach to reaching the desired target market.

The phrase “marketing mix” originates from the 1960s when it was first introduced and popularized by E. Jerome McCarthy. It provides a framework for businesses to consider all aspects of their marketing efforts and make informed decisions that will position their products and services effectively in the market to meet customer demand and achieve their goals.

4 ps of marketing

The marketing mix outlines four key elements of a successful marketing strategy: product, price, place (distribution), and promotion, commonly referred to as the “4 Ps” of marketing. Over the years, the marketing mix concept has evolved and expanded to encompass additional elements, such as people, processes, and physical evidence, to accommodate the dynamic changes in the marketing landscape.

Let’s now delve into the individual components of the marketing mix.


For an effective online marketing mix, the product or service being sold or offered must be accessible online. In the context of the online marketing mix, it is essential to view the online product as scalable, with all processes centered around being online. This includes the creation and management of the product, the pricing strategy, and the distribution method. When all of these steps are conducted online, it results in a truly scalable online product optimized for the digital landscape.

When developing an online product within an online marketing mix context, it is imperative to consider all the factors that encompass the product. This requires a comprehensive examination of the product’s creation, management, pricing strategy, and distribution method, among other elements, to ensure that the final product is optimized for the digital marketplace and meets the target market’s demands.

Innovative Online Product Concepts

When searching for online product concepts to incorporate into our marketing mix, we have various options to explore.

To begin with, developing software with an online distribution is a popular avenue. Another option is creating content-based products, such as e-books, online courses, or premium content.

Digitalizing services can also provide customers with a completely online experience, like online consulting services, though it may still require physical personnel. One way to innovate new online products is by converting traditional physical products into a digital format, like music and video streaming.

To succeed in creating new online products, it’s important to carefully consider all marketing mix elements, including distribution and pricing strategies.


Price refers to the cost customers pay for the product they wish to purchase. Incorporating the time it takes for customers to acquire your product into your pricing strategy can help you determine more accurate pricing. Online products are often perceived as instantly available, but customers often go through several steps to obtain them.

Maximizing revenue through appropriate pricing is key to scaling online products. Poor pricing tactics can ultimately lead to the downfall of a product, as minor issues become magnified with growth. A successful pricing plan encompasses the implementation of discounts, favorable payment options, and allowances for customers.

Online Marketing Pricing Tactics

Consideration of three typical pricing strategies, the SaaS (Software as a Service) model, the single purchase model, and the free model, is important when developing a pricing strategy. The SaaS model offers access to an online product through a subscription, the single purchase model requires a one-time payment for a single product, and the free model monetizes through other means while offering the product for free. Each strategy has advantages and disadvantages to weigh when making pricing decisions.

The subscription model for online products is ideal when the product requires updates or has varying levels of complexity. A one-time purchase is appropriate for completed products, but customer support and onboarding should also be factored into the pricing strategy. The free model is effective if the product provides a specific solution and is typically monetized through advertising. Products without a clear purpose are unlikely to succeed with a free pricing model.

7 ps of marketing


The place is a crucial element in the online marketing mix that determines how and where customers can access your products or services. It highlights the various methods available for customers to purchase the desired items and the places they can. So, this aspect is crucial in ensuring that your products or services are easily accessible to your target audience.

The ideal place for your customers depends on the best method for reaching and accommodating your target audience. When considering solely online products, there are several options for sales solutions, such as through social media platforms, a dedicated online store such as Shopify or WooCommerce, landing pages with purchasing capabilities, and online marketplaces such as Amazon, eBay, Etsy, and niche platforms. The ultimate decision for what is considered the best choice in any given situation depends on a multitude of factors, most notably the type of product being marketed and the intended target audience for that product. These two factors play a critical role in determining the optimal approach, as they provide insight into the preferences, needs, and desires of the audience that the product is being aimed towards.

The place element in online marketing aims to provide a convenient experience for customers. Selecting the most accessible places to access your online products is key to overall customer satisfaction. The target audience should inform place decisions, and the best distribution model within the chosen place depends on the product.


Advancement in the online marketing plan involves utilizing various communication methods to engage target audiences. These methods include online advertisements, public relations, direct communication, and sales incentives, all aimed at influencing and reaching the desired audience.

To effectively reach target audiences, online marketing offers various communication tools to be included in the marketing mix. Among the strategies are direct advertising on platforms, building authority with content, and engaging followers on social media. To determine the best approach, it’s crucial to understand the audience. Businesses with restrictions, such as budget, time, location, and technology, can still find suitable online marketing methods. A successful strategy integrates business goals with practical tactics. Innovation in marketing decisions is vital for sustained growth. For example, investing in website content for search engine ranking takes time, but combined with advertising, it can bring long-term benefits.

Considerations for Online Marketing Promotion Techniques

There are a variety of online marketing promotion methods that businesses can consider to reach their target audience. These include search engine marketing on platforms such as Google and Bing, search engine optimization for improved search engine rankings, content marketing to build authority, online public relations for image management, social media advertising on platforms like Facebook, Youtube, Pinterest, and LinkedIn, email marketing for direct communication, partnerships with other businesses, and the opportunity to learn about additional marketing channels. Choosing the right methods based on your business goals and target audience is essential to maximize results and drive growth.

The advantage of online marketing lies in its ability to monitor strategy results in real time with web analytics. This enables ongoing optimization and adaptation to new opportunities. As the digital landscape evolves, staying up-to-date with new techniques and advancements is crucial for maximizing the impact of your marketing efforts. Consistency in branding and messaging across all platforms is also key for building and maintaining a strong brand image and customer experience. Web analytics play a crucial role by providing valuable insights for refining and perfecting your online marketing approach.


Incorporating human involvement in the online marketing mix is of paramount importance. A great product or business cannot thrive without individuals involved in online distribution and personnel directly interacting with customers. Having people as a factor in marketing decisions can help to create a personal connection with customers, which is vital in building customer loyalty and increasing customer satisfaction. Additionally, having knowledgeable and well-trained personnel who can effectively communicate with customers can greatly improve the customer experience and contribute to the business’s success.

People are the face of a brand; thus, measuring interactions between a business and its customers and personnel and customers is crucial in determining the marketing mix. Customer service plays a crucial role in an online setting, and designing better support systems for seamless and scalable interaction between customers and employees ensures a consistent experience. There are various options for online support, including social media and online reviews, and choosing the most suitable one for the marketing mix is vital. A well-planned response strategy to satisfy customers is a critical marketing decision that can harm a business if neglected.


In online marketing, defining the procedures and optimizing the delivery of products and core experiences is a critical marketing decision. This process involves identifying the necessary tasks required to provide users with the core experience of a product. Ensuring that these tasks are effectively executed is crucial in achieving a positive outcome in the marketing mix.

Optimizing processes involves collecting and analyzing data using key performance indicators (KPIs) as benchmarks. Monitoring and evaluating the success of operations in the marketing mix is crucial to maintain an optimized process. Having a well-established process in place, with every step documented, enables better scalability and a better understanding of the health of a business through online marketing. Tracking process performance and the overall system helps identify and address potential errors early, preventing significant failures. Incorporating online marketing processes into strategies provides a deeper understanding of the core principles that drive a successful approach.

Physical Evidence

In the expanded marketing mix, “Physical Evidence” refers to the tangible elements contributing to a customer’s overall service experience. This includes the physical facilities, the design of the interior spaces, the branding displayed through signage and livery, and even the post-purchase artifacts such as souvenirs or mementos. These elements collectively shape the customer’s perception and experience of a business and thus play an important role in the marketing mix.

Digital versions of physical evidence are crucial for online branding. Social engagement metrics such as followers, likes, and more showcase the brand’s online presence. A website’s design is key to customer experience and contributes to online evidence. An optimized multi-channel approach enhances online evidence, improving marketing decisions.

The Significance of The Marketing Mix

The marketing mix is crucial to a company’s overall business strategy and success. It consists of the four key elements of product, price, place, and promotion, and each of these elements must be carefully considered and executed to achieve marketing goals. The right mix of these elements can help a company reach its target audience and effectively communicate the benefits of its products or services.

the significance of the marketing mix

However, finding the right balance between these elements is not always easy. Market conditions and customer preferences are constantly changing, and businesses must be able to adapt quickly to stay ahead of the competition. This requires a deep understanding of the market, thorough market research, and regular consultation with various stakeholders, such as customers, suppliers, and industry experts.

Getting the marketing mix right can significantly impact a business’s success because it can help a company to differentiate itself from the competition, attract and retain customers, and ultimately achieve its business objectives. On the other hand, a poorly executed marketing mix can lead to decreased sales, decreased customer loyalty, and decreased brand reputation. As such, it is essential for businesses to regularly review and adjust their marketing mix to ensure they are staying ahead of the competition and achieving their goals.


In conclusion, we hope this article has been a valuable source of information in helping you gain a deeper understanding of the concept of Marketing Mix. We believe that by mastering the four essential elements of the Marketing Mix, Product, Price, Place, and Promotion, businesses can effectively create and implement a marketing strategy that accurately reflects their target audience’s needs and preferences.

Frequently Asked Questions About

A company’s marketing mix refers to the unique combination of its products, prices, distribution channels, and promotional activities that set it apart from the competition. These four key components, known as the “four Ps”, have a significant interdependence with one another.

The seven elements of the marketing mix are product, price, promotion, place, packaging, positioning, and people. In today’s rapidly changing market, with varying products, customers, and needs, it’s important to constantly re-evaluate these seven elements to ensure maximum success and results.

The 7 elements of the marketing mix are product, place, people, process, physical evidence, promotion, and price. Historically, these Ps have been crucial in differentiating a company from its competitors.

Various factors can impact the marketing mix, including product planning, pricing, branding, personal selling, sales promotion, physical distribution, and market research. Effective planning and execution in these areas can play a crucial role in the success of a marketing strategy.

Marketing aims to connect with the target audience and convey the value of a product or service to acquire, retain, and expand customers. Therefore, marketing objectives must align with the overall goals of the company.

Gizem Akmanlı
Gizem Akmanlı

Posts: 186

Jr. SEO Content Editor at Dopinger, Gizem Akmanlı graduated from Literature department. With her interest in content production and editing, she managed a blog for 5 years, then turned to digital marketing and started to develop herself in the field of SEO. She is a supporter of sustainable living... Read More
2 Comments on What Is Marketing Mix?

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  1. Sameer Akhtar
    Sameer Akhtar

    Your writing has a way of making even the most complex topics easy to understand. Your clear and concise explanations are a real gift to your readers. Thank you for sharing your knowledge. Thank You

    • Gizem Akmanlı
      Gizem Akmanlı

      Thank you for your feedback!