The marketing mix consists traditionally of the four components product, price, promotion, and place, also known as the 4 Ps of marketing (Kotler and Keller, 2012). The Live-Streaming Handbook, 1st ed., Milton Park, Abington, Oxon: Routledge. The promotional mix includes which media platforms you’ll use for advertising, as well as other forms of promotion such as personal selling, sales promotion and out-of-house advertising.

The price tag on the product is just one element of a product’s total cost to satisfy the customer’s need. hbspt.cta._relativeUrls=true;hbspt.cta.load(484913, '87018af5-fb09-432b-8cbb-e78001477b68', {}); We help our clients, sell more stuff, to more people, more often! They inspire us to tell stories that stir emotions, instil belief, and help you build long-lasting, authentic relationships with your customers. Our reputation goes beyond our rankings. Kietzmann et al. London: Kogan Page. #GFDB20 concludes!

Figure 11 shows a screenshot of PSG’s official website (left-hand side) and how it is designed to be mobile-friendly. PenQuin Airtime Pty (Ltd). 241-251. promoting understanding of the organization through internal and external communications, lobbying, i.e. München: Oldenbourg. (2012). Whether you want to catch up with old classmates or access emerging talent, find out how you can stay connected. Based on a review of seminal literature, a framework with eight dedicated marketing and communications channels was proposed, including advertising, sales promotion, public relations, social media, website and online search, mobile marketing, direct marketing, and personal selling.

Sales promotions seek to offer an incentive to buy a product or service (Kotler and Keller, 2012). n/a. Zikienė, K. and Kalmakhelidze, L. (2016).

Find all the tools and information you need to make the most of your studies – from course planning and advice, to internships and global study opportunities. Garett, R., Chiu, J., Zhang, L. and Young, S.D. The marketing mix. These promotional activities parallel the efforts undertaken through integrated marketing communications, hence, the terms promotion and integrated marketing communications can be used interchangeably when referring to the promotion component in the marketing mix (cf.

Burcher, N. (2012). (2019). E-marketing.

Stewart, P. (2018). In: M.J. Baker and S.J. Kim, B.

Giomelakis, D. and Veglis, A.

Marketing communications are the channels you use to effectively communicate your campaign’s message to a target audience.

This example may not necessarily adhere to the traditional definition of corporate sponsorship, but it needs to be considered that sports brands are more likely to be used as vehicles for other brands to deliver a specific brand message, not the other way around (Fullerton, 2010). Batra and Keller (2016) suggested a framework that provides guidance regarding which channels have the greatest influence in achieving specific goals. Text messaging can also be considered direct marketing; hence, it will be discussed under the respective section. Academic literature does not agree on ‘1’ specific contemporary integrated marketing communications mix, but offers variety of possible mixes, as portrayed in Figure 1. The marketing email portrayed as example in Figure 12 promotes indoor and outdoor merchandise for the coming spring season and links directly to the PSG online shop.

(2015). Hart, ed., The Marketing Book.

samples, coupons, free trials, warranties, etc., trade promotion, e.g. Correction is based on research and optimisation. New Jersey, USA: Prentice Hall. Integrated Marketing Campaign Examples. Content examples drawn from the first team of Paris Saint-Germain (PSG), one of France’s most popular and successful football clubs in recent times, will be offered and discussed. To quote the 1989 film, Field of Dreams, “build it and they will come”. You need to distribute your product through the right channels to reach the right market, with the right product at the right price, at the right time. These are: Place relies on the first two P’s, and again relates to the product’s perceived value. Ergo, what will this solution to the customer’s problem require of him/her?

In the past companies developed a product and then used marketing to try and create a need amongst the mass market.

Search engines like Google and Yahoo are among the main interfaces through which users search for websites and content on the internet; their main interest lies in delivering “accurate, relevant, high-quality search results to their users” (Ryan, 2016, p. 66). An additional characteristic for the advertising component is the necessary payment for placing an advertisement on a third-party platform in order to obtain the reach of the provider (Stanton, 1984).

Knowing the definition of the marketing mix and its four P’s is one thing, but being able to successfully apply this theory to your campaign is more tricky than it sounds.A winning integrated marketing strategy identifies the right balance of elements within the marketing mix and is able to take the four P’s and convert them into a customer-centric action plan based on the four C’s. These are all questions which you need to address in order to offer your customer the most convenient solution. Here’s 15 examples of great integrated marketing campaigns that work by combining content, digital and website marketing, with traditional marketing methods like PR.. Old Spice: Smell Like a Man. A strong emphasis on two-way or many-to-many communications like relationship marketing, co-creation activities, or social marketing in current-day marketing environments becomes legitimate (Jackson and Ahuja, 2016).

Lister, M., Dovey, J., Giddings, S., Grant, I., and Kelly, K. (2009). Milton Park, Abington, Oxon: Routledge. A successful marketing campaign takes the four P’s of the traditional marketing mix and translates these into the four C’s.

Oxford, UK: Elsevier. 22-33. (2016). Information for Indigenous Australians. Asian Journal of Business Research, 8(2), pp. Congrats @FCBarcelona @realmadrid @ManUtd @juventusfc move up to 5th, @LFC to 7th and @PSG_inside improve to 8th. Global Digital Football Benchmark. This could be applied to PSG’s efforts. Technology has increased the avenues available for advertising and other marketing campaigns. Balasudarsun, N.L., Sathish, M. and Gowtham, K. (2018). The Social media bible: tactics, tools, and strategies for. Their success can be increased by creating a well-organised and easy to navigate virtual experience that offers visually appealing and value-adding content underlining the purpose of the site (Garett et al., 2016).