Don’t you agree that we are so used to Marketing actions in the digital environment that it even gives the impression that it has always been this way?!
But you must remember: this practice has only gained traction in recent decades, as the Internet has become a part of our lives.
In the beginning, anyone who wanted to promote their product or service had to use traditional media, such as newspapers, magazines, radio and television. Right?
Although things have changed since then, many fundamentals of Digital Marketing still remain the same as those of traditional Marketing, such as:
- Market segmentation;
- Creation of a unique value proposition;
- Building relationships with customers.
Therefore, it is important to understand these fundamentals and adapt them to the digital environment to create an efficient strategy. That is what I am going to talk about here, so keep reading!
The Marketing Mix in practice
Imagine that you are a digital entrepreneur and want to create an online course.
You are confident that your product will be a valuable solution to your potential customers’ challenges and, to be successful, you are already aware that you need to understand and apply the basic concepts of Marketing.
In the beginning, they encompassed the 4Ps, forming the Marketing Mix — developed by a guy known as the Marketing guru: Philip Kotler.
What are the 4Ps of Marketing?
1. Product
In this case, your product is the course you will develop.
2. Price
To make your efforts worthwhile, you’ll need to price your course so that it covers:
- The costs of developing the material;
- The disclosure;
- Payment for the platform (on which you chose to make the course available);
- The perceived value;
- And the profit.
3. Square
This is how your course will reach your target audience. Here you will decide what the points of sale and distribution channels will be.
4. Promotion
Don’t be fooled by the name! Promotion is not about offers or discounts, but about how you will promote your course.
Considering that your course is a digital product and that the online environment has added more possibilities to the Marketing Mix, the 8 new Ps can (and should!) be used in your strategy.
So, let’s explore how these Ps can be applied to the main Digital Marketing channels to sell your product ? Follow me:
What are the 8 Ps of Digital Marketing?
1. Research
To begin with, you study the market, the competition and the profile of your potential customers.
2. Planning
With the information acquired in the research, you make a detailed plan of how you will produce your course, considering aspects such as quality and price.
3. Production
This is the time to put everything that was planned into practice, that is, record the course.
4. Publication
Here, you decide to host your online course so that it is always accessible. So, choose a reliable platform that offers a safe environment for your students and makes it easy to deliver the content.
5. Promotion
This is the only P that is repeated in the traditional and digital Marketing Mix. In addition to promotion through paid ads, for example, there are options for content production, partnerships with influencers, online events and much more — all to promote your product!
6. Propagation
It’s the way you get your content seen by more people, for example through the use of relevant hashtags, SEO on your pages and sharing actions on social networks.
7. Personalization
This is an important part of Digital Marketing. Here, you tailor your course to meet the needs of each person. This could include targeting ads to specific groups, creating unique content for different channels, and so on.
8. Accuracy
Finally, you analyze the data to understand the performance of your Digital Marketing actions. It is important to track metrics such as the number of website visitors, conversion rate and return on investment (ROI).
In short, the 8Ps are a powerful combination of the fundamentals of Digital Marketing! From them, you can create a complete strategy that will allow you to achieve your goals and, consequently, be successful.
To help you apply these fundamentals, I have also listed the main Digital Marketing strategies below:
Main Digital Marketing Strategies
Content Marketing
Content Marketing is one of my favorite strategies because it allows you to create content in different ways and, therefore, reach different types of audiences.
For example, you can create a blog and publish articles that teach something useful or answer frequently asked questions about your product or service. Or, if you prefer, you can use social media to do this, sharing tips, curiosities and other relevant content. But it doesn’t stop there!
With Content Marketing, you can also invest in creating an e-book, such as a complete guide on a topic that interests your audience. Or, you can record videos teaching how to do something related to your product or service. The options are endless!
The most important thing is to always try to generate value for your audience. This way, people tend to be more interested in what you have to say and feel more connected to your brand. And, of course, this can increase your business’s sales!
SEO (Search Engine Optimization)
SEO (Search Engine Optimization) is essential for the success of any online strategy. After all, having a good position on Google, for example, attracts new customers and boosts the growth of your business.
In other words, investing in SEO means optimizing your website and its content so that they appear in the first search results.
And I can say from my own experience that this is not an easy task: it requires knowledge about the best optimization practices, constant updating, researching the keywords your audience is looking for and creating useful content for them.
But I also guarantee: it’s all worth it! Check out EnjoyMinder’s case study to see, with your own eyes, what I’m talking about:
Social media
Have you ever found yourself scrolling through your favorite social media feed for hours? I know I have!
And, believe it or not, social media is one of the best relationship channels available for any company.
With a solid strategy, you can not only convert followers into customers, but also into loyal customers. So don’t hesitate and start building a community around your brand on social media!
E-mail marketing
As much as social media is on the rise, email marketing continues to be one of the most effective ways to communicate with your target audience.
By using it in Digital Marketing strategies, you can send personalized messages to your potential customers (or leads) based on their interests and behaviors.
Additionally, you can segment your email list to ensure each message is targeted to a specific group of people.
Another advantage of email marketing is that it is highly measurable. You can track the open, click and conversion rates of each campaign, which allows you to continually adjust your strategy and improve your results!
Inbound Marketing
Inbound Marketing stands out for offering an organized response to consumer behavior. Thus, it helps companies of all sizes to attract and win customers naturally and effectively.
Basically, this strategy is based on understanding consumer behavior and building a relationship of trust from there. When applied well, it can bring surprising results for any business!
Don’t stop there!
You have just learned the fundamentals of Digital Marketing and how they are essential, especially the 8Ps, to create a Digital Marketing plan and apply it to the main strategies available.
And since I used the example of an online course, how about checking out Enjoy Minder’s free Digital Marketing course?
Take advantage of our classes to continue learning about the subject and start putting everything into practice! Sign up now!
