Traditional marketing is based on decisions from four basic categories labeled as the four “P’s”, which are Product, Price, Place and Promotion. The “product” is a physical item or service where the brand and its qualities are the first considerations. Because of the “price”, it requires competitive analysis and a cost strategy to penetrate a market. “Location” generally refers to the distribution channel where the product is delivered, ordered and stored. This leaves “promotion” which acts as the function of communicating the benefit, need, allure, appeal, and emotional connection of the product or service to the consumer.
There are three basic frameworks for marketing strategy which are the same: value creation, value capture and value maintenance. However, the Web can potentially affect marketing strategy development and execution by challenging certain historically accepted trade-offs. Traditional marketing is beginning to feel the impact of a new element and must carve out a niche to survive in this new era. A new element has been introduced that can be called the fifth “P” or “Platform” and is represented through and by the Internet. Just think of how music is delivered today as an indication of how the Internet “Platform” has affected marketing. It is undeniable that its impact affects marketing decisions and determines how and where money is spent. Calling this decision category a platform is appropriate because in computing terms, a platform is defined as a hardware and/or software architecture that serves as a foundation or foundation.
Internet marketing is the process of promoting an organization using online media, usually with the goal of increasing sales and increasing profits. Effective Internet marketing requires a comprehensive strategy that generates synergies with the business model and sales of a given company, with the function and appearance of its website, focusing on its target market through the appropriate choice of type of advertising. , media and design.
In this digital age, the interactive place where consumers control interaction, connect with businesses, each other and their interests, the internet platform is becoming vital where marketing decisions are influenced and made. Therefore, one must always be ready to accept changes and deal with these changes.