Transforming Marketing's 4Ps in the Digital Landscape

Digital Landscape

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Describe in detail using examples from organisations that you are familiar with how
marketing’s traditional 4Ps have been transformed in the online environment..........................1
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Digital landscape is termed to a collective name for social networks, videos, websites,
mobile devices and email that are used by enterprises for selling commodities or services. It
considers spaces along with networks that are created by technological developments as well as
digital infrastructure (Goyal, Sergi and Esposito, 2019). Key for successful integration of digital
landscape in marketing mix of a company is incorporating content, analytics addition to data into
each aspect of strategy and execution. It opens new avenues so to spread word related to
company and reach untapped audiences. E-commerce and usage of web based technologies are
key in changing business environment. Within retail industry, changes in business environment
require decision makers to acquire real time awareness of situations, new digital strategies along
with digital mind set across transforming practices in marketing mix. The report discusses the
ways in which organisations have transformed traditional marketing mix in online environment.
MAIN BODY
Describe in detail using examples from organisations that you are familiar with how marketing’s
traditional 4Ps have been transformed in the online environment
Traditional marketing mix is a tool that marketers uses for defining and implementing
marketing strategy (Mackey, Miner and Cuomo, 2015). In an organisation, marketing head uses
the tool for making an attempt for generating optimal response within target market through
blending variables optimally. Online environment is said to use of technologies and interactive
strategies by a company so to sustain in the industry or market.
Digital landscape is full of resources and contribute widely in online environment that help
organisations to offer prestige and increase brand visibility across the globe. Moreover, web
based technologies as well as E-Commerce offers organisations huge opportunities to enhance
product ranges for the purpose of generating sales along with offer consumer’s convenient
services at desired places with suitable prices which boost business. It has been determined that
traditional marketing mix includes product, price, place and promotion that have been
transformed through digital technologies in online environment (Wagner, Schramm-Klein and
Steinmann, 2016). Discussion of each element of traditional marketing mix and how companies
have attained transformation of each element in online environment is as discussed:
1

Product or service: It is anything that a user wants. It can be physical or non-tangible.
Product comprises design, features, variety, packaging and quality. Major focus of the element of
traditional marketing mix is growing constantly as consumers are becoming more aware and
knowledgeable for critical purchases. It adds stress on solutions towards complex market
expectation. In online environment, access of people to more immediate communication as well
as increasing expectations are driving businesses towards more frequent releases of products.,
With use of web based technologies addition to e-commerce, an organisation develops smart
products through embedding software that requires new product development methodology that
are different from traditional working to manufacture and offer product (Zhang, Qian and Li,
2019). In context to retail company, traditional product is transformed by developing smart new
commodities which feature built in software in combination to hardware to offer new
functionality for customers. For example, Next Plc have transformed its services in online
environment through focusing towards personalisation as well as new search engine so to
improve online user experience. With digital technologies, the entity is able to maintain high
quality of products, test newly introduced products in test markets prior fuller commercialisation,
have ease return services and variants of a commodity are offered to end consumers. The retailer
is connecting its products and services to brand mission and provide clear understanding of
founding desire.
In context to Tesco, the retailer has transformed its product strategy in online
environment through thinking global and act local strategy. The retailer is using heat sensing
technology to monitor its products at tills. With adoption of digital technology that is robotic
assistance, Tesco have transformed its customer services and product development strategy in
order to facilitate more straightforward shopping process. Earlier, Tesco was able to produce and
offer limited product range. However, with digital technologies, the company have attained
transformation to offer wide product ranges comprising clothing and many more. Product lines
caters towards all possible requirements and needs of potential and prospects. Within each of
category, the retailer offers variants of choices that ranges from brand, type and other choices so
hate customer have huge options to purchase.
Co-creation is new approach to manufacture and develop products so to keep it standing
in online environment (Chiu, Guild and Orr, 2015). Within Sports Direct, element of traditional
marketing mix that is product is transformed in online environment by co-creation approach so to
2