What is the Marketing Mix?

The marketing mix is the set of tools a business uses to position and sell its product or service. The classic model is the 4 Ps: Product, Price, Place and Promotion. Modern marketing extends this to the 7 Ps, adding People, Process and Physical evidence.

The 4 Ps of the marketing mix

Product: what do you offer and what value does it deliver? Price: what do you charge for it and how does that compare with competitors? Place: through which channels and locations does the product reach the customer? Promotion: how do you communicate your offer through SEA, SEO, email and social media?

Marketing mix and positioning

The marketing mix follows from the positioning of the brand. Every P has to be consistent: a premium product calls for a premium price and premium distribution channels. Inconsistency undermines trust in the brand.

Marketing mix in digital marketing

In online marketing, Promotion is the most visible P. But price and product are just as decisive for your conversion rate and ROAS. A strong campaign will not sell a bad product.

Are there more than 4 Ps?

Yes, the 7P model adds People, Process and Physical evidence, which is especially relevant for service providers.

How do I put together my marketing mix?

Start with clear positioning and align all the Ps consistently with each other. More at developers.google.com/search.

The marketing mix covers your whole approach. For the online part of it, read more about digital marketing.