The 4 Ps of Internet Marketing

In the “old days”, back when I did my MBA, one of the key models of marketing was the “The four Ps“; Product, Price, Placement and Promotion. The theory wasn’t new then, it was developed by Professor Neil Borden at Harvard Business School in the early 60s.

I picked up an article via twitter that theorised that these four principles have changed due to the transformation of business by the internet. According to the writer the four Ps have been changed into; traffic, conversion, growth and content.

Can you spot what’s missing?

Internet marketing is different, but you can have the best marketing campaign in the world and if the product is not clear, and the price is not stated you’ve got no sales. So your campaign is a waste of time. Conversion and growth are a result of your campaign – not part of it. I don’t see this model replacing the tradition one any time soon.

Let’s look at how the old model has changed in the online world. Continue reading “The 4 Ps of Internet Marketing”