5 p’s Marketing strategy and blogging

Marketing strategy,5 p's, 5 p’s Marketing strategy and blogging, Anna Gabali

Discussion on 5 p’s Marketing strategy and blogging

More on the 5 P’s

Kotler and Armstrong claim that the marketing mix is a “set of tactical marketing tools that the firm blends to produce the response it wants in the target market” (Kotler, P. and Armstrong, G.). A well-defined marketing mix will support the foundation for the planning of a strong communication mix that delivers value and promote exchange at a profit. In the basic original marketing mix, are 4 Ps:

Product – offer connected to the target audience ensure that the product or the service meets the target audience needs. The audience needs are reflected in the production look and feel, packaging, extra added value

Place – the production distribution looking at how far the audience is willing to go, where the target audience is and ensuring the product is available. When the product or service is available online this is ensuring that the online channels meet the audience needs

Price – offering can only bring ROI if the product is based on the target audience budget and willingness to part with their money without price offer

Promotion – offer can only reach the audience with good communication & advertising mix marketing department looks at the different ways to reach the audience with a message in view of establishing an exchange.

With progress and changes in the business distribution models, technologies, and marketing the marketing mix has expanded the theoretical concept. Beside the traditional 4 P’s, new P’s were introduced to facilitate the service industry with an extra option to produce interesting value with:

  • People
  • Processes
  • Physical Environment

In the above context, the marketing department makes a selection of the necessary P’s to formulate their communication and marketing strategies. Smaller online businesses will concentrate on 5 P’s looking at people to ensure that all stakeholders, staff external suppliers work together towards offering value to the intended audience/customers.

“Marketers can experiment with different combinations of marketing mix variables to determine which combination has the strongest effect on sales or profitability. The major obstacles to effective experimentation in marketing are the expense and the difficulty of controlling for all extraneous variables in the test” (Hartline, 2011).

The five P’s will help you focus on Product, place, price, promotion and people. People here really focuses on staff, with the marketing department ensuring that all members of staff are really understanding the brand in order to become brand ambassadors online and offline. The sales department will get clear indications of what to do with offline cross-selling and up-selling as well as get full knowledge of the specific target audience personas so they can get a clear idea of their pain point to ease the communication process online and offline too.  The marketing department is usually supported by the resources department in providing staff training related to online issues such as:

  • GDPR all staff is made aware of the best ways to collect data and what to do with the data and the different people within the organisation who are responsible to support with GDPR
  • Content production a training given by the communication, PR or advertising department with clear indications of the house style, colour themes and tone of voice to use in all online communication with the audience
  • Ethical issues are also a set of training given by HR to ensure that all staff know how to behave online and understand how they own personal channel can be connected to the company’s own channels if they were to behave in a way that is not compatible with the organisation’s ethics. We all have seen what has happened in America with cases such as “central park Karen”. Staff also learn about online etiquette and global communication rules for posting.
Marketing strategy,5 p's, 5 p’s Marketing strategy and blogging, Anna Gabali

The five P’s will help you focus on Product, place, price, promotion and people. People here really focuses on staff, with the marketing department ensuring that all members of staff are really understanding the brand in order to become brand ambassadors online and offline. The sales department will get clear indications of what to do with offline cross-selling and up-selling as well as get full knowledge of the specific target audience personas so they can get a clear idea of their pain point to ease the communication process online and offline too.  The marketing department is usually supported by the resources department in providing staff training related to online issues such as:

  • GDPR all staff is made aware of the best ways to collect data and what to do with the data and the different people within the organisation who are responsible to support with GDPR
  • Content production a training given by the communication, PR or advertising department with clear indications of the house style, colour themes and tone of voice to use in all online communication with the audience
  • Ethical issues is also a set of training given by HR to ensure that all staff know how to behave online and understand how they own personal channel can be connected to the company’s own channels if they were to behave in a way that is not compatible with the organisation’s ethics. We all have seen what has happened in America with cases such as “central park Karen”. Staff also learn about online etiquettes and global communication rules for posting.

More on Marketing Strategy

Digital marketers should be aware that social media marketing cannot be an activity in isolation of marketing and digital marketing tactics and strategies while interacting with the audience, customers and clients on social media is demonstrating a strong engagement tactic it is important to remember that this interaction is an exchange that should support revenue of some kind, therefore, integrating social media marketing with other digital and traditional marketing tactics such as email marketing, event marketing, public relations, promotion and SEO is key to a successful marketing campaign. A good marketing strategy should include both below the line and above the line marketing tactics and media. And if a mix of both is not implemented prior to the social media marketing plan it would be advisable to:

  • Review the marketing strategy and make a selection of target segments and create an ideal journey map for the target that would include social media touchpoints
  • Based on the ideal customer journey map, understand how the journey is interconnected with social media so when developing content and technologies each touchpoint are set appropriately

Once the marketing strategy has clear guidelines on how the integration of touchpoints through different tactics and the channel is clear, setting the clear social media marketing plan is one of the next steps the social media marketing plan should include:

  • Social media goals & aims
    • Goals of the social media should clear, specific, measurable, achievable, relevant to marketing strategy and audience, achievable and timed bound (SMART)
  • A clear target audience with preferable personas
  • A clear indication of the different channels to be used, how and why. This should clearly set a clear segment/persona with the reason why a specific channel is fit for each target. For example, a Web hosting company can set different channels with a clear target audience for each channel, i.e.;
    • They might decide on using LinkedIn to target only for businesses in need of better control and secure web hosting solutions for their growing business
    • Smaller businesses such as can are targeted on Facebook
    • Self-employed hairdressers, freelancers, artists could be served with targeted advertising solutions for their needs on Instagram or YouTube with free web design tutorials
  • A clear journey map for each persona with specific touchpoints
  • A clear indication of competitors and the channels they used and information on issues to watch out for on their channels
  • Own social media channels audit (if used) with a clear indication of what works well and what is not working, with preferably a comparison to the competition
  • The tone of voice, branding, and visual styles for each channel and how they are complementing other marketing laterals
  • Tactics and strategies lists:
    • Push and Pull/20/80
    • Content strategy; evergreen and topical
    • Etc…
  • Social media calendar with the indication of specific dates, events and whenever green and topical content to be used.  This should also include timing for local, national and global content
  • Clear social media channels management roles and duties; who does what, when and where and their responsibilities in terms of contingency, this should also include the name of the dedicated quality and GDPR people.
  • Resources allocation to support the different posts’ projects, software tools, social media management tools, content production agencies (if not created internally)
  • Costs and who to see for other resources needs
  • Policies, ethical and legal issues with the name of dedicated people (GDPR, Quality, advertising laws)
  • Development process as well as publishing process for each channel with roles and responsibilities
  • Monitoring Analytics which should include who will be responsible for monitoring success, analytics, costs (for channels advertising) and inter
  • Evaluation and review

The review is an opportunity for business takes time to reflect periodically looking at issues with social integration, issue with audience, issues with specific posts or campaigns, growth on social or even loss of followers.

Marketing strategy,5 p's, 5 p’s Marketing strategy and blogging, Anna Gabali

More on Blogging

Blogging creates opportunities for businesses with niche markets to drive traffic and engagement, for example, a restaurant can blog about food for an audience interested in food articles. It can be possible to associate with famous bloggers in the same niche and get them to write articles on their blog to drive traffic to a site also.

The advantages of blogging are traffic generation, global reach and audience engagement; however, it is time and resource-intensive, small businesses often hire the services of content or copywriters which can be expensive. Audience research and understanding is also important, the creation of personas with specific needs or problems will help create blog posts that solve their unique problems.

White papers, articles and videos are a good way to drive traffic to a website, “how-to videos” are helpful in demonstrating the different functionalities of a product, and support perspective of existing customers.

Personal business or freelancer can easily create a free blog using Blogger, Wix, or websites such as WordPress, but is would not be advisable for a large business to create a blog using these channels. Business with domain names and URLs can easily create subdomains and install content management system software packages and create a blog. The advantages of creating a blog using CMS such as WordPress or Drupal is that once the installation is done and the theme and plugins installed, anyone can start blogging straight out of the box and get a chance to drive traffic providing that they use white SEO and good all optimisation techniques.

Other Digital Marketing standards support related links

KM1 Coding exam things to remember

Copyrights Pictogram

Marketing Principles Exam Links

https://www.studocu.com/en-gb/document/royal-melbourne-institute-of-technology/marketing-principles/past-exams/exam-2018-questions-and-answers/2070531/view