Marketers and businesses use marketing mix as a tool to help determine products or brands offering (Philip, 2017). Companies would need extensive strategies to sell the products and marketing mix is one of them. Creating a value proposition that explains how the products meet the segmentation, targeting and positioning requirements better than the company’s competitors is important in developing a marketing campaign that would be appreciated by the targeted audiences (Lancaster, 2011). Models such as Four Ps and AIDA would further maximize the company’s online presence among the targeted individuals.
Four Ps Model
The Four Ps model is categorized into product, price, promotion and place. The heart of marketing mix is product and without it, there is nothing to price, promote or place. Therefore, product is the most elemental P of all the Four Ps (Goi, 2011). In fact, the Four Ps model is considered like a pure crystal that could not be refined further (Rossiter, 2016). The Seven Ps model and others are either an expansion or a modification of the original model. The additional Ps with the traditional Four Ps could be combined by companies in bringing out the best of its products, brand and clients. The traditional approaches to marketing have been diversified by the internet through the advancement of technologies with digital marketing in facilitating a deeper penetration among individuals (Steiner, 2015).
Marketing Communication Methods
Companies would need to focus on promotion in creating a marketing campaign that would increase the company’s level of competitiveness besides increasing its market share. The tools available for marketing communication includes promotion (Peters, 2014). However, marketing communication has its own promotions mix which could be combined for a successful marketing campaign (Fill, 2018). The table below explains the elements such as advertising, personal selling, direct marketing, digital marketing, public relations and sales promotion which are forms of promotion mix. Besides that, Integrated Marketing Communications (IMC) helps in building the brand (Shawn, 2005). This integrated marketing strategy helps customers through various stages and further builds a bond of loyalty which protects the company from its competitors. In fact, IMC imparts a powerful competitive edge with the ability of retaining its customers (Rad, 2002).
| Elements | Explanation |
|---|---|
| Advertising | – One of the most effective forms of communication. – Paid form of communication. – Various media such as print media, radio, billboards and television are used to promote the brand and products. – Reaches a mass audience at once within a short period of time. – Creates awareness among targeted audiences and increases sales. |
| Personal Selling | – Includes face to face interaction with end-users. – Promotes the product and convince buyers to purchase the products. – Salesperson directly communicates with buyer on needs and resolves issues on spot. – Focuses on building a long-term relationship with end-users. |
| Direct Marketing | – Oldest form of communication. – Communication through emails, telephone, fax, catalogue, brochure and promotional letter. – Marketing materials are sent to the customers for online purchase purposes. |
| Digital Marketing | – Includes mobile marketing by sending text message which is the cheapest traditional means of promotion. – Includes social media marketing which is one of the most powerful media and low-cost promotional method in targeting a large number of audiences at once. |
| Public Relations | – Two-way communication where public shares feedback to the company. – Creates goodwill in the market. – Presents product in a positive light through press releases, events and public appearances. |
| Sales Promotion | – Short term incentives to accelerate sales. – Provide attractive offers like discounts, price packs, low-cost financing deals and rebates. |
Marketing Campaigns
Marketing campaigns are indeed valuable in contributing towards the success of the brand and business. This is because certain deliverables are set apart from general promotional efforts in reaching the targeted audiences through creative and exciting ways. The table below illustrates some of the best marketing campaigns that could be adopted by companies in promoting its products.
| Email Marketing Campaign | – Most powerful and inexpensive campaign to boost brand awareness and reach audiences. |
| Social Media Marketing Campaign | – Sharing context on social media platforms to drive engagement. – Includes posting images, videos and advertisements. – Platforms such as Facebook, YouTube, and Twitter are the cornerstones of modern marketing. |
| Mobile App Marketing Campaign | – Mobile app marketing campaign helps to interact with users. – Keeps track of customers from the beginning until they become loyal users. |
| Video Marketing Campaign | – Short and captivating videos draws attention. – Could be used in any social media platforms to promote the video content such as Instagram and Snapchat. |
| Offline Marketing Campaign | – Raise awareness through offline media channels such as television, radio, posters, print advertising shows, events and billboards. – Generates a strong return on investment (ROI), gives opportunities for integration and raises brand awareness. |
| 360˚ Marketing Campaign | – Complete marketing campaign using mix of marketing elements that spreads cohesive message across multiple points of customer contact. |
AIDA Model
Companies should then adopt the AIDA model which comprises four steps namely attention, interest, desire and action to make the advertising campaign a huge success.
Digital marketing uses this model extensively to promote the brand (Ryan, 2015). The table below shows the steps involved in the model which serves as a guide for companies to promote its products.
| Attract Attention | The first step is to attract attention of the customers through marketing or advertising. |
| Maintain Interest | The company must work on increasing the potential customer’s interest level once product awareness has been created. |
| Create Desire | The company’s goal is to make customers desire the products once they are interested in it. |
| Take Action | The marketing campaign should initiate action in its ultimate goal of having the customers to purchase the products. |
In short, the Aida Model sends a message that awareness leads to interest which further leads to desire and finally an action is initiated (Rajagopal, 2018). On the other hand, the table below shows how the model could be implemented by companies to optimize online product purchases.
| Attract Attention | – A window designed with graphics in a striking way. – Catchy slogan, taglines and effective search ability on the internet. – Sensational You Tube clip. |
| Maintain Interest | – High quality product visualization through photos or video clips. – User friendly website. – Discounts and offers. |
| Create Desire | – Detailed information on product with engaging product descriptions and demonstrations on the website. |
| Take Action | – Clear contact information, form of inquiries and feedbacks. – Trusted payment options online. |
References
- Fill, Chris. (2018). Marketing Communications: Interactivity, communities and content. Fifth edition. FT Prentice Hall.
- Goi, Ch.L. (2011). Review of Marketing Mix: 4Ps or more? International Journal of Marketing Studies, Vol.1, No.1.
- Lancaster G., Massingham, L. (2011). Essentials of Marketing. Maidenhead, Berkshire, England. McGraw-Hill.
- Lavidge, Robert, C., Steiner. (2015). A Model for Predictive Measurements of Advertising Effectiveness, Journal Marketing. 59-62.
- Moorthy, Sridhar, Lilien, Gary; Kotler, Philip. (2017). Marketing Models. Prentice Hall. Marketing Analytics and Refinement Aspect of Business Management. Retrieved from http://www.marketinganalytics.com/Solutions/MarketingMixModelling.aspx.
- Peters, A. Rowell. (2014). UK Economy Turns to Digital Sector for Sustained Growth. Retrieved from https://parall.ax/blog/view/3005/the-uk-economy-turns-to-the-digitalsector-for-sustained-growth.
- Rad, H.S., Akbari, Z. (2002). The Role of Brand and Advertising in Marketing Mix (A Review of Marketing Mix). Interdisciplinary Journal of Contemporary Research in Business, Vol. 6, No. 7. P.p.114-127.
- Rajagopal, A. (2018). Product Strategy and Six Sigma: Challenges, Convergence and Competence, Nova Science Publishers Inc., Hauppauge, New York.
- Rossiter, John, Percy, Larry (2016). Advertising Communications and Promotion Management Second Edition, Irwin McGraw-Hill.
- Ryan, D. (2015). Understanding Digital Marketing: Marketing strategies for engaging the Digital V Generation. 2nd ed. United States: Kogan Page.
- Shawn, Robert. (2005). Improving Marketing Effectiveness: The methods and tools that work best. Profile books Ltd.