I recently gave a guest lecture, titled The Internet and the Marketing Mix, to 2nd year students enrolled in the University of Southampton BA (Hons) Fashion Marketing degree course. The main theme of the lecture was to explore ways of applying the marketing mix in an online context. The lecture slides and reading list can be downloaded from Slide Share at the bottom of this blog.
The lecture covered the 7 elements of the internet marketing mix, namely: product, place, price, promotion, people, processes and physical evidence, taking in case studies from inside (Burberry, Top Shop, Very, ASOS, Debenhams, M&S) and outside (Ordnance Survey, Dominos, Easy Jet, Rolex, Stella Artois, comparethemarket.com) the fashion industry.
In my opinion the emergence of digital technology has not changed the fundamental principles of marketing ie. getting the right information to the right people at the right time whilst making a profit. Digital is just another series of channels to help you do this, enabling you to gain greater customer insight, be more targeted in your communications and reach people 24/7.
The key point is that the idea needs to drive the technology not the other way around.
The slides below cover concepts such as brand value, building an online value proposition (OVP), price elasticity, long tail and permission based marketing, and can be downloaded from the link below. If you have any questions or comments please email:
DOWNLOAD lecture slides and reading list
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