There is a debate amongst marketers about which mix is the most appropriate, regardless of online or offline. Some feel that the traditional version of the mix simply misses the mark. There are others who feel it is a useful starting point.
The e-marketing mix is changing as products become services, services become customer driven, and customers create communities that extend the brand into new online experiences. It’s a new type of mix. While ‘people’, or staff, used to do all the customer service, today, there are ‘new people (customers), who help each other in creating new customer experiences. These new people are users who generate new products , new promotional materials including advertisements, reviews and ratings (positive and negative as for automotive companies Chrysler and Honda, although they are moderated); new customer services such as ‘ask and answer services’ where customers share answers to other customers questions.
Although an extra element of the mix is suggested at the end of the chapter, this chapter does not seek to create a new mix, but examines how the old mix is radically changed by the fast-changing digital environment. The overall balance of the marketing mix is strategic and the details of the mix are tactical. For example, deciding whether to heavily discount prices and raise a high profile in a broad array of down-market web sites and communities is strategic. The tactical details would list the sites and communities and relevant prices in detail.
It is really important to keep the balance of marketing mix, i.e. use different methods and techniques. Web and e-marketing technologies are developing so rapidly that something that was modern yesterday is forgotten today.
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