You must have heard about the four P’s of marketing which increased into seven later on. In this article, I am going to tell you the four P’s of digital marketing. The traditional marketing and the digital marketing doesn’t have any huge difference on the paper. In both, you use different mediums to target the people. The people remain the same. Their mindsets and preferences don’t change with the medium. It depends on the marketer how to use the tools to attract, the people either with digital means or with traditional methods. For both, the four P’s have been working on the passage and guiding tools for the marketers.
Following are the four P’s of the digital marketing.
Consumers are the core of the advertising and the marketing that is why the People in the four P’s remains same. However, with the digital means, you can go précised with the people. The internet especially the social media platforms like the Facebook allows you breakdown targeting. Platforms like this help you in not only targeting the cities but also on the basis of genders, race, ethnicity, qualification and even interest. You can make sure through your digital mediums that certain person is getting your ad on his feed. The second interesting thing about the people in the digital marketing is that you get instant results. After posting your ad, just after few hours, you will start getting the data of your ad performance with complete breakdown list. For example, if you are running the ad for the online academic writing company with the ad name of writing my assignment, you can show it only to the students in certain areas of your target.
The performance+ is the P of the digital marketing which marketers use to understand the full impact of digital advertising. The performance+ is the approach that measures brand awareness, behavioral impact, sales lift, etc. and shows the incomplete and often misleading metrics like click-through rates.
The performance+ states that the total dependence of the campaign success and failure does not depend on the CTRs or click on the display ad. It also says the relying solely on the CTR can mislead you from the performance of your campaign.
A recent study in the Europe shows that the campaigns with very short CTRs were also proved to be successful. This and many of this type of studies were the reason that the digital marketer includes this P in the marketing mix of digital marketing.
The solution to the current ecosystem challenges is hidden in the buying of the programmatic audience. The programmatic has the ability to reduce the costs while increasing the efficiency of targeting accuracy and ROI. However, the expectations of targeted audience efficiency and the ROI should be realistic. This is the only process in which the marketer use the software for the purchasing of digital advertising, unlike the traditional methods in which the RFPs, human negotiations and manual insertion orders are involved. The software uses special coding which buys the ads according to the requirements that you put in it.
There was a time when we only used to work on the internet on our desktop computers. Then we got the laptops, and now we have different screens of different sizes and different abilities. The way eyeballs of the consumers started consuming the content from the different screens; the advertisers also feel the need of advertising on the multi-screens.
Just for the sake of case study, limiting our discussion only to the UK, the 75% of the online population of the UK use different screens to use the internet. This is what makes the marketer think of creating their ads which can be run on any screens. Because the browsers or the websites are the same onto which you are going to publish your ads. That is why it is important from the initial stages that the marketer designs the ad which can run its magic from every screen.