Marketing mix 4P in Digital Marketing: A Complete Guide

Marketing mix 4P

In the world of digital marketing, businesses have a lot to consider when creating a successful strategy. One tool that has proven to be effective is the marketing mix 4P. The 4P’s – Product, Price, Place, and Promotion – have been a cornerstone of traditional marketing for decades, but how do they apply to digital marketing? In this guide, we’ll delve deeper into the 4P’s and how they can be integrated into your digital marketing strategy to help your business succeed.

What is the Marketingr Mix 4P?

The marketing mix, which includes the concepts that would later be known primarily as the 4 Ps (Product, Price, Place, and Promotion), was popularized by Neil Borden, an advertising professor at Harvard University in the 1950s. Borden’s 1964 article “The Concept of the Marketing Mix” demonstrated the ways that companies could use advertising tactics to engage their consumers. (Investopedia)

The Marketing Mix 4P framework is a tool used by marketing professionals to improve the marketing of products and services to maximize success online. This marketing model, also known as the 4P of the marketing mix, consists of four key components: product, price, promotion, and placement.

Understanding Product – What do you need to consider when creating a product offering

4p mix - Product

Product refers to a company’s goods or services that are being offered to the market. The product’s features, packaging, branding and design should be created in such a way as to meet customer demand and fulfill customer needs. When creating a product offering, there are several factors to consider. These include:

  • Target market: Identify your target market, their needs, and preferences in order to tailor your product to them.
  • Product design and features: Consider the product’s features, design, packaging, and branding to ensure it meets the needs of your target market.
  • Quality: Ensure that your product is of high quality to ensure customer satisfaction and increase the likelihood of repeat business.
  • Competitive environment: Consider your competitors, their products, and how you can differentiate your product to stand out from them.
  • Long-term viability: Ensure that your product offering is sustainable and profitable over the long term, given industry trends and changes.

In digital marketing, your product is not only what you sell but also the digital assets you create, such as software, e-books, and online courses. One of the unique features of digital products is their scalability. Unlike physical products, digital products can be distributed on a massive scale with minimal costs. This scalability is why digital products have become increasingly popular in recent years, and businesses that create digital products have a distinct advantage in the digital space.

Exploring Price – How to determine what price is right for your product

Price in 4P marketing

Price is a crucial factor in digital marketing. It is the value that a business places on its product or service, taking into account profit margins, competition and other factors. The price should be appropriate for the target market and reflect the value provided by the product. 

As a business owner, finding the right price for your products is an essential part of creating effective marketing strategies. Knowing how to effectively manage pricing decisions can give companies an edge and help boost sales significantly. However, setting a price for a digital product can be tricky. Unlike physical products, digital products have low marginal costs, which means they can be sold at lower prices. Therefore, businesses must consider the value of their digital products, their target audience’s willingness to pay, and their competition’s pricing strategy. It’s also essential to consider the costs involved in developing and distributing the digital product. 

By researching market trends and consumer behavior, businesses can identify the best way to set their prices to balance out the other three components of the marketing mix 4Ps and maximize profits. For example, firms can employ popular strategies such as penetration pricing, which involves setting lower prices to increase market share; or price skimming, which uses high introductory prices until competition enters the market. It’s also important to remember that prices must be adjusted over time depending on changes in market conditions so make sure to keep checking in with your customer base regularly to guarantee that your offering is competitively priced and still delivering value.

Analyzing Placement – Strategies to ensure your products are accessible to customers and gain loyal customers

Place refers to the ways that a product can be accessed by a customer. In digital marketing, these channels include websites, social media, e-commerce platforms, and other online channels. Businesses must consider the best distribution channels whether direct or indirect, to be visible in as many places as possible to reach their target audience. This means optimizing their website for search engines, creating a presence on social media, and utilizing e-commerce platforms to distribute their products.

When creating a digital distribution strategy, businesses should also research and understand their target audience’s preferences and habits. For example, if the target audience is young and tech-savvy, businesses should consider using social media channels such as Instagram and TikTok. On the other hand, if the target audience is older and prefers traditional channels, businesses may consider using email marketing campaigns.

Examining Promotion – How to get maximum visibility for your product

Promotion is the final P in the marketing mix, and it’s how businesses create awareness and generate interest in their products. It includes marketing communication strategies such as advertising, public relations, sales promotions, and personal selling that a company uses to promote its brand, products or services. This helps to inform customers about the product and persuade them to purchase it.

When it comes to Promotion Strategies for increasing brand visibility, many marketers opt for traditional marketing tactics such as TV and radio commercials and print advertisements. While these two remain extremely effective in different scenarios, other digital approaches such as blogs, social media campaigns, email marketing, online advertising, etc., when used optimally, can help improve customer engagement with your brand significantly. Each promotion channel has its unique benefits, and businesses must consider their target audience’s preferences when selecting a channel.

Digital marketing techniques also allow us to interact with potential customers on an individual level which often leads to a higher ROI. Overall, incorporating a combination of traditional and digital techniques is a highly effective way to efficiently handle promotion activities while keeping the budget in mind.

Integration of 4P in Digital Marketing

These four elements work in harmony to influence consumer behavior toward a company’s product or service offerings. One of the benefits of digital marketing is the ability to track and analyze data, which can help businesses refine their marketing strategy over time. By tracking metrics such as website traffic, conversion rates, and social media engagement, businesses can determine which channels are most effective and make adjustments to their strategy accordingly.

Another important aspect of integrating the 4P’s into digital marketing is to stay up-to-date with the latest digital marketing trends and technologies. For example, businesses can use artificial intelligence to optimize their marketing campaigns, or they can leverage virtual and augmented reality to provide an immersive customer experience.

Understanding and incorporating the marketing mix 4P into your digital marketing strategy can drive amazing results for your brand online. Businesses can achieve a competitive advantage, growth, and the ability to build long-term customer relationships that foster loyalty. Without a strong 4P strategy, businesses may struggle to connect with their target market, stand out in a crowded digital marketplace, and ultimately fail to reach their full potential online.

Tips for optimizing Marketing Mix 4P in digital marketing

Rev up your digital marketing strategy with these expert tips to maximize the effectiveness of the Marketing Mix 4P:

  • Be specific in targeting your audience: Invest time and resources in identifying your target customers and their specific needs, lifestyle or behaviors.
  • Utilize technology: Optimize the use of digital technology and platforms to reach your target market across different channels.
  • Personalize your offerings: Leverage data analytics to personalize recommendations, meet customer expectations and develop new products that are tailored specifically to the needs of your target audience.
  • Continuously evaluate and adjust: Continuously monitor and analyze your marketing and business performance to identify what elements of the marketing mix work well and which don’t. This will help you to understand the market dynamics and adjust your marketing mix accordingly.
  • Track metrics: Measure metrics such as customer engagement, conversion rates, and customer retention rates to assess the impact of your marketing mix on your digital marketing strategy.
  • Stay Competitive: Keep an eye on your competition, learn from their strategies and take advantage of their weaknesses to remain competitive in the digital marketplace.
  • Focus on Customer Experience: Provide a seamless customer experience, from browsing to the purchasing of the product, and ensure that they obtain an unforgettable and delightful experience that boosts loyalty and advocacy.

By applying these tips, businesses optimize the impact of Marketing Mix 4P in digital marketing and enhance the likelihood of achieving success in the digital marketplace.

Marketing mix 4P examples

Fashion industry


  • Product: High-end clothing, accessories, and leather goods with a classic Italian style.
  • Price: Premium pricing strategy that reflects the brand’s luxury image.
  • Place: Gucci stores, online stores, and authorized retailers.
  • Promotion: Iconic designs and high-profile celebrity endorsements.


  • Product: Affordable and trendy clothing and accessories that aim to emulate high fashion.
  • Price: Affordable pricing strategy that appeals to fashion-forward consumers.
  • Place: Zara stores in popular shopping locations and online stores.
  • Promotion: Rapid production, short lead times, and social media marketing campaigns.


  • Product: Affordable trend-driven fashion for men, women, and children.
  • Price: Competitive pricing strategy that emphasizes affordability and value.
  • Place: H&M stores, online stores, and third-party vendors.
  • Promotion: High-profile collaborations and sponsorships, as well as high-visibility marketing campaigns.


  • Product: High-end clothing, accessories, and cosmetics with a classic Parisian style.
  • Price: Premium pricing strategy that reflects the brand’s luxury image.
  • Place: Chanel stores, online stores, and authorized retailers.
  • Promotion: Iconic designs, high-profile celebrity endorsements, visually striking advertisements, and social media campaigns.


  • Product: Denim apparel and related accessories, targeted primarily toward casual consumers.
  • Price: Competitive pricing strategy that emphasizes affordability and accessibility.
  • Place: Levi’s stores, online stores, and third-party vendors.
  • Promotion: Legacy brand image, visually arresting advertisements, and high-profile celebrity endorsements.

Food & Beverages


  • Product: Carbonated soft drink beverages such as Coke, Sprite, and Fanta.
  • Price: Affordable pricing strategy that appeals to a broad range of consumers.
  • Place: Beverage distributors, convenience stores, and fast food chains.
  • Promotion: Iconic advertisements and campaigns that emphasize the refreshing taste and the brand’s positive image.


  • Product: Fast food items such as burgers, fries, and nuggets.
  • Price: Competitive pricing strategy that emphasizes affordability and value.
  • Place: Restaurants located in high-traffic areas such as malls, roadside locations, and busy city centers.
  • Promotion: Eye-catching advertisements and sponsorships of major events such as the Olympics and the FIFA World Cup.

Music bands

The Beatles

  • Product: Albums such as “Sgt. Pepper’s Lonely Hearts Club Band” and “Abbey Road”, featuring unique sound and innovative songs.
  • Price: Reasonably priced albums that appealed to young audiences.
  • Place: Albums available for purchase at record stores and sold at concerts.
  • Promotion: Television appearances, concert performances, and word-of-mouth buzz that created a cultural phenomenon around the band.

Rolling Stones

  • Product: Albums like “Let It Bleed” and “Exile on Main St.” feature a distinct rock sound and controversial lyrics.
  • Price: Pricing strategy that emphasized a premium brand image.
  • Place: Albums available for purchase at record stores and sold at concerts.
  • Promotion: Concert performances, controversial lyrics, and media coverage helped to cultivate a rebellious brand image.

Final thoughts

All in all, the Marketing Mix 4P can be an effective tool for driving online success. By combining these elements, companies can create a well-rounded digital marketing strategy that is sure to bring positive results. It’s important to remember that there is no one-size-fits-all approach when it comes to marketing: every business is different and requires its unique approach based on needs, industry trends, budget constraints, and customer habits among other things. Considering all aspects of the 4Ps framework when creating your plan helps you build a strong platform for growth that will ensure your customers remain engaged with your brand for years to come.


SEO & Digital Content Specialist