Those of us who have studied marketing in the last century and have put it into practice for years, the first question we ask ourselves is whether the famous four “P’s” (Product, Place, Publicity and Price) today are still valid in the face of the boom of digital technology and social networks that have changed our lives so much since the advent of the internet, or if instead we must include some additional marketing policy . The truth is that the methods and forms have changed a lot, but the “4Ps” are still the same and the only ones to consider .
However , you need to understand that all of them have succumbed enormous changes thanks (or because) to technology as we observe today in the current unstoppable transformation in the physical sale of products or services (a.k.a. Place) that are increasingly becoming digitalised. The same applies with the communication of products (a.k.a. Publicity) in that today’s consumer trust more the recommendation of other users on social networks than on classical advertising in traditional media. Those old techniques in my opinion today only serve to let you know massively, maintain brand awareness in the market for not getting “forget” ( at best ) and compete in bloody areas of little strategic value that have become useless to “sell”. Moreover, traditional advertising entails obvious inevitable consequences of price war and simplification or reduction in quality of the product or service to maintain the necessary margins.
Digital marketing stands out for being more transparent with the user and less “ misleading ” than in the past, as Professor Enrique Dans highlights in his article (translated from Spanish): “ Marketing and truth ” (https://www.libertaddigital.com/opinion/enrique-dans/el-marketing-y-la-verdad-35179/)
Regarding social media, we can summarise the fundamental rules of digital marketing in this 10 lessons from the book by Franc Carreras and Jenny Jobring “The milkman on a bicycle; How to get on the digital revolution without falling for the attempt”, whose easy and entertaining technical-free reading I recommend to anyone interested:
- You cannot retrace what has been done: the internet has no turning back
- Your friends love you. Keep in touch, be close and accessible: manage blogs, forums and social networks yourself. Be yourself and don’t try to sell a brand
- The good host receives an invitation: invite without trying to sell anything (and don’t even think about deleting bad comments)
- Nobody wants to sit next to the boring guest: worry about the others and forget about talking about yourself, your news and your products
- If you want to meet them, they must first allow you to be one of them: meet your clients in a different environment such as social networks, listen to comments and discover new business opportunities, but before interrupting and asking, you must develop a relationship with the client
- Gather your friends and they will defend you: create a suitable digital presence and surround yourself with your “friends”; when problems arise they will bear you before you can react
- Let them lead the way and you will have followers: design from the point of view of your clients; nobody can sell your product better than themselves
- When you hide, you choose sides: be the first to side with your clients and don’t blame others for the problems; don’t hide behind with an excuse and find out how to represent something of value to them
- If you deceive everyone, you will end up being deceived: cheating the client today is prohibitive and it is not worth trying; Take the opportunity to build loyalty
- Ban two and you will have three: internet prohibition does not work and in the end, the one that prohibits is always weaker than the community that comes like a tsunami
However , the fundamental rule is to listen to the client, a practice that has not changed during the evolution of marketing, but thanks to current digital platforms it allow us to obtain our customers and followers feedback faster and cheaper.