Page 12 - Preview-copy-Online-Marketing-English

Preview copy
1

and almost no connections between them. Far-reaching automation has changed the online
world permanently. Before we go into depth, let's take a look at more traditional marketing.
Knowledge of traditional marketing is still necessary to understand online marketing.

1.1 Marketing in general

When we think of "ordinary marketing" we often think of advertising and sales. Both are, without
any doubt, important to earn money, but marketing is broader. In fact, marketing is mainly con-
cerned with aligning all business activities with the target group(s). The needs of the target group
are taken into account. You then try to meet these needs as well and as favourably as possible..

Focus and coordination
Market
Business activities requirements

Marketing: Optimal alignment with your target group.

Needs can be identified by doing market research. Once we have a good understanding of the
needs of our target group(s), we can give substance to our product or service. But there is more
to it than just the product or service itself. For example, we will have to decide on the location
of our company. The choice of the right promotion (advertising) is also important. In order to
carry out our marketing as well and completely as possible, we use a tool: the marketing mix.

The marketingmix:

Product
Price
Promotion
Place
Presentation
People

The marketing mix is also called the 6 P's.
The important thing is to give each of these P's a proper interpretation.

If we apply this marketing mix to the Internet world and we do not take into account the speci-
fic characteristics of this Internet world, we will soon see that we cannot use the marketing mix
effectively. Think for example of "Place". In the ordinary world, this is a place with an address
that you can actually go to, such as a shop. In the internet world, place has a completely diffe-
rent meaning. Place can be a web page, a social media application or even a newsletter.

12