What are the 7Ps of digital marketing? - Steven J. Wilson (2024)

The 7Ps of digital marketing include product, price, promotion, place, people, process, and physical environment. Understanding how these elements work together can create a more holistic and practical approach to your online marketing initiatives.

How the 7Ps in marketing work together

Product

The first step in any digital marketing strategy is to identify what product or service you’re selling.

In order to market your product effectively, you need to understand what it is, what it does, and who it’s for.

Once you clearly understand your product, you can begin crafting a marketing strategy to help you reach your target audience.

Price

The next step is determining how much you will charge for your product or service.

Pricing can be a complex topic, but you want to ensure your price is competitive while still providing value for your customers.

Trying to sell a product at a premium price point to an audience that isn’t willing to pay for it is a recipe for disaster.

Promotion

After determining what you’re selling and how much you will charge, it’s time to start promoting your product.

There are a variety of ways to promote your product or service online, and the strategies you use will depend on your goals and your target audience.

Some common promotional strategies include content marketing, search engine optimization, social media marketing, and pay-per-click advertising.

Place

In order for your customers to be able to purchase your product or service, you need to make sure it’s available in the places they’re looking for it.

This means having a well-designed website that’s easy to navigate and an eCommerce platform that’s compatible with the payment methods your customers prefer.

You should also ensure your product is listed on popular online marketplaces, such as Amazon, eBay, and Etsy if your customers also buy from these places.

Sell wherever and however you need to in order to limit unnecessary friction.

People

In this step, you must consider the people who will be interacting with your product or service.

This includes your target audience and the people working on your behalf to promote and sell your product.

It’s essential to clearly understand your target audience and what they’re looking for before you start promoting your product.

And once you start promoting your product, it’s essential to monitor the people who are interacting with it so you can make adjustments as needed.

Process

The process step ensures that your product or service is delivered to your customers quickly and efficiently.

This includes having a clear and concise checkout process and an effective customer service system to address any issues that may arise.

Having a system in place for fulfilling orders and delivering your product is also essential.

Physical environment

Finally, you need to consider the physical environment in which your product or service will be used.

This includes ensuring that your website is compatible with all devices, including mobile phones and tablets, and that your product can be used in the country or region of your target audience.

You must also consider the physical environment in which your product will be stored and shipped so that it arrives to your customers in perfect condition.

Considering all these elements, you can create a comprehensive digital marketing strategy to help you reach your target audience and achieve your business goals.

Is the 4Ps or 7Ps better?

The 4Ps Marketing Mix is a well-established framework that can be used to help you make decisions about your product, pricing, promotion, and place.

However, the 7Ps Marketing Mix adds people, process, and physical environment to the mix, which can provide a more comprehensive view of your marketing strategy.

Which framework you use will ultimately depend on your business goals and the nature of your product or service.

Both frameworks can be used to create an effective digital marketing strategy, so it’s up to you to decide which one is best for your business.

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