A Guide to 4Ps in Digital Marketing – ONPASSIVE

4Ps (Product, Price, Place and
Promotion) in Digital Marketing


In 1960, Edmund Jerome McCarthy, a marketing professor, introduced 4 P’s in his book and defined them as the critical elements involved in marketing a product or service. They are the price, product, place, and promotion. He turned these elements into four invaluable tools that one can use to guide their marketing skills.

It is often referred to as the marketing
mix that interacts remarkably with each other. The 4P’s are used by the
companies to recognize the critical factors for their business. It also
includes the requirements of the customer and how they can stand out from their

4Ps Role in Digital Marketing

The internet has supported various businesses in the present age to achieve exceptional integration between businesses and customers. People, Physical evidence and Process are the extended factors of primary 4 Ps, which are more relevant to the current business marketing strategy.

This marketing mix gives you a framework to
secure Digital marketing basics and ensures that you have a clear idea of the
product and customer’s needs.

Essential aspects of Digital Marketing:

How the 4Ps of Digital Marketing work?

The product can either be a tangible product or an intangible service that a company offers to the customers. A product is defined as the bundle of utilities that consists of physical aspects such as brand name, design, volume etc.

A company can improve its after-sales
service, packaging and warranties to meet its objective and expand its market.
For success, marketers should understand the cycle of a product, whereas
Business Executives should plan and build strategies to deal with the products
life cycle at every stage.


It involves choosing a place to sell your
products and make them available for sale. It is unsure whether your product is
available to the customer at the right place and time. Decisions regarding the
placing and pricing of the product in retail or outlets are taken in this
element. Advertising the product in films, television shows or on web pages
garners the attention of the audience.

It is the price that customers pay for the
product, how much you charge for the product, and how much the customers are
ready to pay. Supply costs, seasonal discounts, and competitor’s prices should
be linked to the product’s actual value that will draw in more customers. Therefore,
it is vital to analyze and advertise the offers only when required.

It includes marketing, public relations, advertising and promotional strategy. Its primary goal is to tell the audience why they need to purchase your product. To reach the core audience, Digital Marketers tend to tie promotion and placement elements together. It helps to persuade customers to choose a particular product over others in the market. Major online distribution channels used are:

How to use 4Ps of Digital Marketing?         

4Ps model can be used when you are planning to start a business. At the same time, it helps to optimize your sales with your target audience. Furthermore, it can be utilized to test your current marketing strategy. Here are a few steps to improve your marketing mix.

Thanks to modern technology that businesses
now have more channels than ever to communicate. A Business can segment its
audience based on mobile devices, operating systems, browsers and more.
Therefore, digital marketing channels allow personalized marketing.

To Conclude

The primary advantage of 4Ps in Digital Marketing
is that an enormous audience can be reached effectively and measurably.
Furthermore, it includes increasing brand loyalty and driving online sales,
which is vital to create a successful business plan.

This content was originally published here.

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