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Marketing Mix

Marketing Mix is a concept that introduces the basic elements of marketing. The goal of the marketing mix is to sell the right products or services to the right target group at the right price.

Who developed the marketing mix theory?

The marketing mix theory was developed by the American economist Neil H. Borden. He defines the marketing mix as the "combination of factors used by a business to bring its products or services to market and sell them." The four main components of the marketing mix are product, pricing, distribution and advertising.


The use of the marketing mix in online marketing

The definition of the marketing mix is relatively simple: it is the combination of different marketing tools used to achieve a company's goals. The choice of the right tools depends on the respective goals. In online marketing, the following tools of the marketing mix are used above all:

  • Search Engine Optimization (SEO):With the right optimization of the website and content for the search engines, the company can ensure that it is listed high in the results for relevant searches. In this way, the company gets more attention and can thus attract more customers.
  • Pay-per-Click (PPC):With this tool, the company pays for each click on an advertisement. This type of advertising can be very effective, but the company must also plan carefully to avoid exploding costs.
  • Social Media Marketing: By using social media, companies can get in direct contact with their customers and thus build a close relationship. The reach of one's own brand can also be significantly increased through social media marketing.
  • Content Marketing: An important part of online marketing today is content marketing. This involves producing interesting and relevant content for the target group and distributing it across various channels. In this way, you can show potential customers that you take them seriously and are an expert in your field.

Using the marketing mix in online marketing is very important to achieve a company's goals. However, there is no perfect recipe for success - the choice of the right tools always depends on the respective goals.

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