1. BDMM 4336
The 4 P’s of Digital
Marketing
The 4 Product
P’s Place
Class 5
Fall 2011
Price
Promotion
@AndreaGenevieve
andream@stedwards.edu
2. BDMM 4336
The 4 P’s Extended
The 4 Product
P’s Place
Class 5 Price
Fall 2011
Promotion
People
Process
Physical Environment
(Productivity)
@AndreaGenevieve
andream@stedwards.edu
3. BDMM 4336
The Product
The 4 = Your core offering
P’s
Class 5 •Fulfills a need
Fall 2011
•Must be superior and benefit the
consumer
@AndreaGenevieve
andream@stedwards.edu
4. BDMM 4336
The Place
The 4 = location
P’s
Class 5 •Offers another level of value
Fall 2011
•Services often chosen for their place
and utility
@AndreaGenevieve
andream@stedwards.edu
5. BDMM 4336
The Price
The 4 = cost to the customer
P’s
Class 5 •Impacts buyer satisfaction
Fall 2011
•Price is proxy for quality
@AndreaGenevieve
andream@stedwards.edu
6. BDMM 4336
The Promotion
The 4 = positioning
P’s
Class 5 •Balance between customer
Fall 2011 perception and brand attributes
@AndreaGenevieve
andream@stedwards.edu
7. BDMM 4336
People, Process and
Physical Environment
The 4 People are crucial in the service
industry.
P’s
Class 5
Fall 2011 Having a process ensures standards are
always met.
Physical environment affects a
customers level of satisfaction.
@AndreaGenevieve
andream@stedwards.edu
8. BDMM 4336
Updated 4 P’s
The 4 1. Personalization
P’s 2. Peer-to-peer
Class 5 3. Participation
Fall 2011
4. Predictive model
Slideshare Presentation
The 4 E’s from Oligvy
@AndreaGenevieve
andream@stedwards.edu
9. BDMM 4336
Digital Products
The 4
P’s
Class 5
Fall 2011
1 & 0’s - intangible - stored - level
of entertainment - “inseparability”
feature - hardware/software - less
@AndreaGenevieve and less human interaction
andream@stedwards.edu
10. BDMM 4336
Variability & Perishability
The 4 • The extent that • Storage of
a digital digital vs. non
P’s product/service digital
Class 5
Fall 2011 is delivered • Digital may be
with little or no delivered at
human any time
interaction (depends on
• Beta testing is the amount of
essential human
interaction
@AndreaGenevieve
required)
andream@stedwards.edu
11. BDMM 4336
Customization
The 4 • A growing expectation
P’s • Less generic and more personalized
forms sought
Class 5
Fall 2011 • Ex. Smart phone: comes with some
preloaded applications, but
becomes “mine” after loading it up
with a personalized mix of apps to
reflect “my” interests and
personality – such that it can
become exactly what “I” want it to
@AndreaGenevieve be
andream@stedwards.edu
12. BDMM 4336
Ownership
The 4 Personal Jukebox Subscription Stream
P’s
Class 5 Music as PRODUCT Music as SERVICE
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
13. BDMM 4336
Increasing Efficiency
The 4
P’s
Class 5
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
14. BDMM 4336
Increasing Efficiency
The 4
P’s
Class 5
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
15. BDMM 4336
Traditional Marketing
The 4
P’s
Class 5
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
16. BDMM 4336
Digital Marketing
The 4 Producer
P’s
Class 5 Publisher
Fall 2011
Distributor
E-tailer
Consumer
@AndreaGenevieve
andream@stedwards.edu
17. BDMM 4336
Consumer Reviews
The 4 WOM is now online.
P’s
Class 5 Rise of public consumer backlash.
Fall 2011
Yelp, Amazon, Twitter, FB, reviews,
Rate my prof, etc.
@AndreaGenevieve
andream@stedwards.edu
18. BDMM 4336
Personalized Service
The 4 •Interaction
P’s •Engagement
Class 5 •Relationships matter
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
19. BDMM 4336
The 4
P’s
Class 5
Fall 2011
Mobile = Medium
@AndreaGenevieve
andream@stedwards.edu
20. BDMM 4336
Measurability
The 4 Easier with digital products/services
P’s
Class 5 CPM giving way to CPC or click-through
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
21. BDMM 4336
Viral Marketing
The 4 Batonable
P’s
Class 5
Fall 2011
NOT viral
@AndreaGenevieve
andream@stedwards.edu
22. BDMM 4336
Pricing
The 4 The power of FREE!
P’s
Class 5 Pricing information is now transparent.
Fall 2011
There is a psychology to free.
Anderson’s FREE e-book on FREE!
@AndreaGenevieve
andream@stedwards.edu
