The marketing mix is what makes or breaks a marketing mix. It is very important because it is what brings in the traffic to your website. In order to create a successful business, you need to focus on your marketing mix, and not just on the product. When talking about the marketing mix variables then of the following would probably be the most important:
Which of these would be the product you are offering? A good question, but sometimes people jump to the wrong answer, they either think that is the entire point of the marketing mix, or they are under the impression that the product itself should do all of the work. So before taking a look at the marketing mix variables of a product you first need to ask yourself “what is the product about?” and “why should someone want to buy it”.
What are the testimonials on the site? Some companies put out press releases about the great results from their product, but never mention any of the negative aspects. These two should definitely not be overlooked when considering the marketing mix factors. There are more negative aspects to a product then there are positive so it’s very important to make sure you are aware of this.
What are the demographics of the people who are coming to your site? This would include not only age but gender and everything else that goes into determining who buys something. If you’re marketing mix is geared towards senior citizens then you’d obviously have to take that into consideration because obviously they wouldn’t be interested in buying a DVD player. But if your demographic is mostly middle-aged women then you might not want to target that particular group.
How is the website doing in terms of traffic generation? Obviously having a website wouldn’t guarantee traffic, but it would help immensely in determining where that traffic comes from. For example, if you have a video promoting your product then obviously someone would see it and then go to your website. If you had a few articles promoting your product and they are getting a decent number of views then that would also help.
Which of the following would be considered when discussing the marketing mix factors? This can be determined by looking at how the website is doing overall and how much traffic it is getting. The website could be selling something different than what you are selling or it could be targeting the wrong crowd. Knowing what type of marketing mix you need to use can make a huge difference in the success of your website.