1.
The marketing mix is also known as the 4 P's is the combination of four principles: price, product, place (distribution) and promotion. The price depends on of the accountability of costs and the average price of the product in the market. The product relates to the intrinsic characteristics of the products, presentation, and envelope (in the case, the product is physical). The place relates to the distribution strategy to the clients or target; the target of the company could be the masses; retail or wholesale, or a specific population. The promotion is related to the used strategy for the promotion of the product, the use of traditional or new communication means to achieve the public, public relations and the location of the product (Pride & Ferrell, 2015)
The use of digital media affects the promotion primarily and places the principle of the marketing mix. The digital media helps the marketer to define the scale, population, and strategy to achieve specific public targets than other traditional media. It is possible with the digital media to bring a specific product to a specific public in a period. The traditional media (TV, newspaper) cannot offer that benefit.
2.
The addressability, interactivity, accessibility, and control are possible to be achieved using digital media and the electronic marketing. The control is possible because there are tools that measure the scope of the marketing strategy, the exact population, and their response. The accessibility is possible thanks to the digital architecture with digital television, broad band, and mobile internet. The interactivity is possible with the digital media because a marketing campaign could ask a feedback to the potential client and measure the success of the marketing operation. The digital media offers the organization to know potential client interests, to be visible and to give the clients where to find the product.
3.
The most important "pro" of the digital media is the ability to track the success of a marketing campaign. The most important "con" of the digital media is that may create repulsion from potential clients that may feel invaded by unsolicited ads or emails.
Discussion Question
The internet may help the organization to improve the product. The internet offers a direct communication with current and potential clients that gives valuable information to the organization about comments and reviews for the product. Thanks for the feedback; the organization may change the product quickly without to wait the quarter or year sales results. With the internet the organization may collaborate with consumer groups, marketing agencies and manufacturers to improve the product.
Classmate response
The classmate agrees with the proposal of this paper about how the internet has helped the organization to improve the product with the reviews and experience of the client with the product. With that information, the organization may do changes to the product without the use of e-mail or surveys.
Reference List
Pride, W. M., & Ferrell, O. C. (2015). Marketing 2016. South Western: London.
