The most important piece of your strategy is to be able to measure the success of any programs we help you launch. Marketing is all about testing and tweaking until performance is at its peak and then test and tweak some more! When Jerome McCarthy defined the marketing mix in 1964, few could have guessed that a quarter century later, the internet would come along to disrupt that concept.
Online marketing has become a key factor for success for small business owners all the way up to multinational corporations. Refining promotion strategies for online marketing has proven to be a challenge, even with social media playing such a pivotal role. This has not stopped UK entrepreneur Bertie Stephens from launching Flubit, UKs answer to the US-based online retail giant, Amazon. Has today’s marketing strategies outgrown the 4ps of marketing, especially as it relates to online marketing? Google has announced that it is removing all of the right-hand side ads in its search engine results worldwide. As discussed in one of our previous Arabic blog posts, The Most Popular Arabic Social Media Channels.
Internet marketing isn’t just for consumer marketers or large B2B firms – it’s a powerful vehicle for companies of all sizes, including small to mid-market companies. Online advertising offers marketers an opportunity to reach very broad or very targeted prospects to generate leads, communicate a message and raise visibility. While a B2B marketer has a smaller universe of prospects than a B2C marketer, the value of each prospect is typically far greater.
Promote a white paper, webinar or demo that can help prospects who are in the early phases of their research. Drive them to a special landing page; provide details about the offer and capture key pieces of data so you can follow up when the prospect is ready. Drive prospects to a special landing page that describes your offer in detail; if you need to provide additional information, create supplemental pages as needed. Run a campaign to share a message, promote an event or offer, or raise awareness about your products. Timing: Reach business people when they’re actively looking for information, vendors and solutions. Lead generation and nurturing: You can capture prospects early, provide valuable information, and nurture them throughout the sales process. As with any marketing program, it’s important to develop a good strategy, target your audience, test, measure and improve – especially because it’s easy and inexpensive to test different aspects of your campaigns to generate the best possible results.
You use them to generate prospects and customers, but gaining visibility is also important.


You think you can generate even more traffic, but without better metrics, you can’t divert more funds to these campaigns. You’ve advertised on a few sites and generated some traffic, but you don’t have data to indicate whether your campaigns are successful beyond initial visits.
You don’t create special landing pages – you drive visitors to your home page, and you rarely test your ads. You cringe at the prices for the sites you’d really like to use, and you think you’re wasting money since you’re paying for impressions not clicks. Sign up for Marketing MO account (free) for step-by-step guidance during your online advertising project.
Before you launch an online advertising campaign, it’s important to have a good website that can measure your traffic and convert visitors to prospects or customers. For example, determine how many click-throughs or leads you need to generate, then estimate your response rates to figure out how many impressions you’ll need.
Your ad needs to generate interest and get people to click through to your website to learn more – give them a reason, a benefit.
When you keep testing in this way, you can greatly increase your response over time – and that can mean a substantial increase in the number of qualified leads and new customers you generate.
The Marketing MO planning app is your behind-the-scenes Chief Marketing Officer, a comprehensive resource that will improve your overall business, whether it’s a consulting practice, start up, or mid-size company.
Place (Course Access)Where do learners look for your courses? Are you planning face to face workshops? The marketing mix model can be used to help you decide how to offer your course in the market, follow the steps below to define and improve your marketing mix.
This Moodle Course Design programme focuses primarily on the practical issues and skills needed to develop an online or blended course using Moodle. We have access to information now like never before, and for a lot of us, many key activities are conducted online. It has redefined the marketing concept, evolving from getting a product to the consumer, to a relationship building process intertwined with social media and content marketing. Social media presents a huge opportunity to engage potential and existing customers in their online environment.
While shipping companies have evolved to enable smooth delivery of goods all the way from China to your flat, many challenges still remain.
Stephens told Forbes Magazine that the long-term potential of his business lies in using customer data to tailor their services to attract a wider customer base. With a targeted campaign and a good offer, you may only need to generate a handful of highly qualified prospects to generate substantial revenue.
You calculate ROI so you can compare the return of these investments versus your other programs.


Since you use cost per click to measure success, you can’t accurately calculate ROI, but you’re satisfied with what you’re paying for traffic. It’s also helpful to address your online campaigns in your annual marketing plan and budget. You can reach a large audience with your ad, but that doesn’t mean you should – narrow targeting means you can speak more directly to their needs. Don’t drive prospects to your home page; instead, create unique landing pages that focus on the topic you used to generate their interest. You can test the offer, the design of your ad, the size and location of the ad, or the sites you choose. When tackling any new marketing task, have confidence that we have your back – with the structure and detail you need to get things done right.
The program includes a dedicated virtual room for you to develop your own course, which you can export it to any other Moodle site.
As it relates to the mix, the 4ps of marketing have to be expanded to accommodate the online consumer. Yet, despite the overwhelming presence of content marketers, a new study says few businesses have been able to convert these efforts into actual business results. False description of goods, dishonest advertising, poor quality and late delivery are some of the issues that have negatively impacted online businesses.
Start with the element that’s most important – for example, the offer – and create two versions of the ad. Put it on sale some place where those people visit regularly, and price it at a good value for money level; and make sure the timing is right! The explosion of online marketing, which for example in the United States is a $62 billion industry with the UK being around £14 billion, signals a paradigm shift in the traditional 4ps marketing mix. However with all the advantages of online marketing, its success is still tied to traditional marketing methods.
The cost of customer acquisition has to be taken into account, though this may not readily be clear.
As for the 4Ps marketing mix this will continue to evolve with advances in technology and expanding access to these technologies.
Part of marketing to an online audience involves clearly defining the product knowing that the right audience is out there, and is not limited to your community or country. Customers in another country may be prepared to pay a higher price for what they consider to be a luxury item there, and you now have the ability to get the product to them wherever they may be.



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