The marketing mix refers to the factors that a marketer can manipulate to influence demand for their product. Some people may think that influencing demand means just increasing demand. This is a mistake because there may be times when a marketer has to act to reduce demand for their product. When the product is scarce, for example.

Early marketing professors presented the marketing mix as four elements: Product, Price, Place, and Promotion. 4P in shorts. Subsequent thinking held that these 4Ps are good enough for physical goods only and that there was a need to expand the marketing mix to take care of services. Thus, 3 new Ps were added to the marketing mix, making 7 Ps for services. The additional 3 are Physical Evidence, Process, and People. An attempt will be made to relate the 7Ps of marketing to your e-business.

Product

Without a doubt, the product is the most important element of the marketing mix because people buy the benefits or solutions incorporated in the product. In your retail store, you can see, touch, smell, and even taste a product or hear the sound of a product. But on the World Wide Web, you can’t do this. As an e-business builder, you are limited to visual and verbal techniques to present your offer. You can only display an image, drawing (static or animated) and describe the features and benefits of your product. And this must be done well.

It’s easy for online shoppers to compare prices with just a few clicks before buying. Today there are shopping geniuses that facilitate this. This increases competitive pressure and means that e-business builders must not only clearly state their prices, but also relate them to the value their prospective customer will derive.

Place

This has to do with location and product availability. On the Internet, your store is as far away from you as your computer screen. And you are strongly influenced by what you see. Therefore, the e-business builder must have a website that is compelling and professional so that buyers feel confident in ordering.

Promotion

This seems to be the most talked about marketing mix element in internet marketing. It is the element that drives traffic (visitors) to the website. And unfortunately, when some people discuss marketing strategy, they are referring only to promotion. There are many promotional tools that you can use. They include various types of advertising, press releases, publicity, buying opportunities, traffic exchanges, SEO techniques, article marketing, and blogging. You should be guided by your skill set and budget when choosing your tools.

Physical evidence

This is closely associated with the element of place. Does your website give the impression of reliability and trust? If you score high here, try to include a physical address and other means of contact, certification from bodies like the BBB, and proof that customers’ payment details are secure.

process

How easy is it to buy from you? How quickly does your order page load? Do prospects have to answer a ton of questions before or after placing the order? How fast is the delivery? Electronic products should be instant. You need to think about some of these issues.

People

You may think that this is not relevant to selling on the Internet. Big mistake. What about the attitude and behavior of the customer service staff? Your experience with them can be crucial in determining whether you buy or buy again.

Take all of this in as you set up your e-business to sharpen your competitive edge and win the business game: a strong top line and a healthy bottom line.