The Fundamental Concepts of Marketing

Written by
Karin Ferrari
July 24, 2023
min read
Outdoor advertising

The fundamental concepts of Marketing, understanding consumers, creating value, building relationships, and delivering customer satisfaction, remain as relevant today as they did in the past.

Marketers should remain focused on developing strategies to effectively position and promote products or services, develop competitive pricing strategies, and selecting the appropriate distribution channels to maximize customer satisfaction and profitability. The core elements of the marketing mix (product, price, place, and promotion) are still relevant today and continue to form the foundation of marketing theory.

The 4 Ps of marketing, also known as the marketing mix, are product, price, place, and promotion. When it comes to digital marketing, these elements are still important but may require a slightly different approach. Here's how the 4 Ps apply to digital marketing:

  1. Product: In digital marketing, your product could be a physical product, a digital product, or a service. The key is to ensure that your product meets the needs and wants of your target audience, and that it stands out from the competition. The product also needs to be easily accessible and user-friendly online - most importantly, it has to be something people want to buy.
  2. Price: When setting prices online, you need to consider factors such as shipping and handling fees, payment processing fees, and any discounts or promotions you may offer. It's also important to price your product competitively based on the value it offers to customers. It’s also worth considering the purchase process, does your website have a smooth path to conversion - whether it be e-commerce sales, or lead generation.
  3. Place: In digital marketing, place refers to the online channels or platforms you use to reach your target audience. This could include social media, your website, email marketing, and online advertising. You need to choose the channels that are most effective for reaching your target audience and ensure that your product is easily accessible through those channels. Consider what the audience on each platform would be looking for, and how they interact on that channel. Longer form written content might make sense in a newsletter or blog, but short snappy videos are probably a better fit for ads.
  4. Promotion: In digital marketing, promotion involves creating content and campaigns that attract and engage your target audience. This could include social media posts, email newsletters, blog articles, videos, webinars, and more. The key is to create content that is relevant, valuable, and shareable to grow your reach and drive conversions.

In conclusion, while marketing theory has evolved significantly over the past century, its fundamental concepts and principles remain the same. The way businesses apply these concepts, however, has indeed changed over time, thanks to technological advancements and ever-changing consumer behavior.

Source** The 4 P's of marketing theory, namely product, price, place, and promotion, have been around for several decades. These concepts were first identified by marketing expert E. Jerome McCarthy in the mid-1960s and later popularized by Philip Kotler in his book "Principles of Marketing" in 1967.

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