Sep 13 2017
Over the years, the importance of search engines have increased but there is a lot more to marketing and advertising than just ranking high on these search engines. A great deal of knowledge is required about the conventional marketing processes and their relation to SEO.
Search engines typically connect the users with the best results. Therefore, the user satisfaction is extremely significant. Search engine optimization affects the visibility of a web page and it helps search engines rank sites. SEO is a marketing discipline and it includes both technical and creative components that are necessary to improve rankings and increase traffic.
SEO is a part of the marketing process and it is essential to help improve rankings and gain more traffic on a particular website or web page.
This article discusses the 4 Ps of marketing and how to improve marketing and SEO performance.
The 4 Ps of marketing
The definition of marketing is simply the promotion and selling of products or resources. Advertising is also an integral part of marketing. It is the action or business, the set of rules, and processes for planning, creating, communicating, and delivering the products to the customers, clients, and society at large. SEO plays an important role when it comes to digital marketing.
The 4 Ps of marketing includes:
Below mentioned are the four key areas:
The goals should be kept in mind while planning and manufacturing a product. The customer needs, demands and their satisfaction should be given importance. Understanding the target audience and how the product relates to their requirements is fundamental for the promotion of the product. Digital marketing services are often provided at agencies to help the customers achieve business goals. Customers’ time and money should be valued for any business to flourish.
A product is the core or foundation of a marketing approach and absolute clarity about it is needed. Price of the commodity and promotion will be influenced by the product. Convincing the customers about the product’s performance is a tedious work.
Once a definite understanding of the product to be offered is complete, its pricing decisions should be made. Price determinations directly impact the profit margins, demand in the market and marketing strategy. Similar Products or brands may be promoted differently based on their varying prices and price elasticity has an influence on the next two Ps.
Pricing of products is fundamental and should be done carefully. The price decides whether a product will make a profit in the market or not. Brand value and online reputation are other important aspects and should be managed efficiently. If a product is of good quality, then the company might afford to price it 10 percent higher than a competitor brand but pushing too hard on the pricing will end up in less demand for the product. Customers usually prefer affordable products than high-end ones.
Price is intrinsically linked to value. Marketers should link the price to the perceived value of a product, but they should also take into account seasonal discounts and prices of their competitors. If a product is too expensive, it won’t sell however desirable it may be. If it is too cheap, profit margins will get affected. Therefore, proper pricing plays a role in maximizing the sales or turnover.
Good marketing involves determining where the customers are and where a business needs to be put up to sell the products to its buyers. It is critical to evaluate what an ideal location is and to transform the potential clients into the real clients. Place decisions where a particular product is sold and how it is getting delivered to the market. The objective of business executives is getting their products in front of the customers who will buy them. Sometimes certain actual transactions do not happen on the web, but their potential customers are online. The process in most cases involves online clients.
Place in marketing mix means the channel or route followed through which the products or goods move from the source to its final users. The right place gives greater chances of sales and revenue over a prolonged period of time.
After all the other 3 P’s are decided and finalized comes the last P which refers to the Promotion of the product. It is the last step in the marketing mix but is no less important than the other Ps. Promotion includes advertising, public relations, email marketing, social media marketing, and search engine marketing. Each of these must be supported well to truly increase the return on investment (RoI). Promotion comprises of the many ways marketing agencies distribute or propagate significant product information to the consumers and differentiate a specific product or service. Differentiating a product becomes essential for it to be remembered. Hence, the uniqueness of the product should be stressed on.
Billboards, banner advertisements, Social networks, TV, print, radio, Search engines, and Direct mail are some of the commonly used mechanisms for promotion purposes, lead generation, and nurturing strategies. The best approaches strategically include marketing channels for boosting the results and attracting customers.
Putting the P(pieces) together
Even though it is stressed that a particular order must be maintained but the 4Ps – product, price, place, and promotion may be tackled in any order. Considering the marketplace in which the product may be operated in and the competition from fellow brands is always beneficial. Marketing success essentially depends upon getting all the factors right.
Measuring the success of SEO by the number of conversions generated from traffic can help in improving SEO results by tweaking the product pricing. SEO is a part of a much broader marketing framework and does not exist in a bubble. As marketers, it is necessary to consider these other factors to ensure continuous improvement on the work. If a product is not selling well, then each of the factors needs to be assessed and considered. The product quality may not be up to the mark or the promotional activities require a newer approach. The pricing may be too high. Thus, the simple 4 Ps framework can be used to interrogate the marketing of a product, and it is certain that the results will improve.