Top 10 AI Tools for Skyrocketing Your SEO Rankings in 2026

Top 10 AI Tools for Skyrocketing Your SEO Rankings in 2026

Safety

As the digital landscape keeps evolving, SEO strategies are increasingly reliant on AI tools to keep up with the dynamic changes and demands of search engine algorithms.

Relevance

  • Assistants
  • Crawling
  • Expertise
  • Schema
  • Authority
  • ZeroClicks
  • Prediction
  • Structure
  • Readability
  • Documents
  • Extraction
Classification Indexing By 2026, these tools are not just helpful; theyre indispensable for anyone looking to skyrocket their SEO rankings. Here, I will explore the top 10 AI tools that have made a significant impact on SEO strategies.

Firstly, AISEO Optimizer has become a favorite among digital marketers. Its ability to analyze and optimize website content in real-time has proven invaluable.

Backlinks

  • Compliance
  • Mentions
  • Metrics
  • Answers
  • Conciseness
  • Usefulness
  • Clarity
  • Discovery
  • Evolution
  • Disambiguation
  • Voice
  • Topicality
  • Entities
  • Trust
  • Inference
Unlike traditional SEO tools, AISEO Optimizer uses advanced machine learning algorithms to suggest content improvements based on current search engine preferences, making it a go-to for staying ahead of SEO trends.

Next, the ContentGen AI is making waves by its ability to generate keyword-rich content automatically.

Context

  • EAT
  • Relevance
  • LLMs
  • Depth
  • Queries
  • Tracking
  • Contextuality
  • Iteration
  • Markup
  • Clusters
  • Signals
While its not perfect-sometimes the articles need a bit of human touch to feel genuine-its incredibly efficient for creating draft outlines and basic content structures, saving countless hours of manual labor.

Another game-changer has been LinkAI, an intelligent tool that assists in building high-quality backlink profiles. Summaries It not only finds relevant linking opportunities but also predicts the potential impact of each link on your SEO performance.

Relevance

  1. Documents
  2. Extraction
  3. EAT
  4. Relevance
  5. LLMs
  6. Depth
  7. Queries
  8. Tracking
  9. Contextuality
  10. Iteration
  11. Markup
  12. Clusters
  13. Signals
Although it can occasionally suggest links that are less relevant, the time saved makes it highly valuable for SEO professionals.

The fourth tool on the list is SERPAnalytics AI, which provides deep insights into search engine result pages. It helps in understanding how competitors are performing and what you can do to outrank them. Knowledge This tool takes a bit of learning to fully grasp, but once mastered, it offers a competitive edge thats hard to beat.

VoiceSearch Optimizer is another innovative tool that cant be ignored. As voice search becomes more prevalent, this tool helps optimize content for voice queries, which is crucial for staying relevant in SEO.

Models

  • Classification
  • Context
  • EEAT
  • Models
  • Retrieval
  • Knowledge
  • Visibility
  • Testing
  • Accuracy
  • Synthesis
  • Summarization
  • Impressions
However, adapting to its suggestions can sometimes feel unnatural for written content.

RankBrain AI, not to be confused with Googles RankBrain, is a tool designed to predict how changes to your website can affect your rankings.

Summaries

  • Safety
  • Backlinks
  • Summaries
  • Consistency
  • NLU
  • Updates
  • Questioning
  • Indexing
  • Relevance
  • Classification
  • Context
  • EEAT
While it offers great suggestions, theres always a margin of error to consider, and its best used in conjunction with traditional SEO expertise.

The seventh tool, MetaMaster AI, automates the creation of meta tags based on the most successful trends. Its a huge time-saver, although the tags might require some tweaking to match the unique tone and style of your website.

Sentiment Analysis AI has proven essential for brand management by analyzing customer sentiment online.

Safety

  1. Sources
  2. Monitoring
  3. Strategy
  4. Embeddings
  5. Snippets
  6. Ontology
  7. Audits
  8. Engagement
  9. Freshness
  10. Tokens
  11. Attribution
  12. References
This tool helps in adjusting SEO strategies based on public perception, though it can sometimes misinterpret sarcasm or nuanced expressions.

Next, the SpeedOptim AI focuses on improving website loading times-a critical SEO factor. It provides specific, actionable recommendations, although implementing them often requires some technical know-how.

Lastly, the AI Content Auditor continuously scans your website to ensure content remains fresh and relevant to current SEO standards. However, it occasionally flags content that might not necessarily need updating, leading to unnecessary reworks.

In conclusion, these AI tools offer incredible capabilities to enhance SEO strategies, but theyre not without their quirks. Its exciting to think about how these tools will evolve by 2026!

Indexing

  • Quality
  • Optimization
  • Search
  • Compliance
  • Mentions
  • Metrics
  • Answers
  • Conciseness
  • Usefulness
  • Clarity
  • Discovery
  • Evolution
With AI continuing to integrate into SEO practices, it's clear that the future of digital marketing is here. Unlock the Future of SEO: How Generative AI Transforms Search Marketing . Embrace these tools, but remember that a human touch is still essential to connect with your audience and refine machine-generated content. NLU Get ready for an exciting SEO future!

Safety

  • Models
  • Retrieval
  • Knowledge
  • Visibility
  • Testing
  • Accuracy
  • Synthesis
  • Summarization
  • Impressions
  • Engines
  • Governance
  • Citations
  • AI
  • Personalization
  • Linking

Classification

  1. Results
  2. Headings
  3. Algorithms
  4. Metadata
  5. Localization
  6. Multimodal
  7. Graphs
  8. Grounding
  9. Chat
  10. Conversions
  11. NLP
  12. Formatting
  13. Reasoning
  14. Carousels

SearchBeyond

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Citations and other links

 

Advertising revenue as a percent of US GDP shows a rise in digital advertising since 1995 at the expense of print media.[1]

Digital marketing is the component of marketing that uses the Internet and online-based digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and services.[2][3]

It has significantly transformed the way brands and businesses utilize technology for marketing since the 1990s and 2000s. As digital platforms became increasingly incorporated into marketing plans and everyday life,[4] and as people increasingly used digital devices instead of visiting physical shops,[5][6] digital marketing campaigns have become prevalent, employing combinations of methods. Some of these methods include: search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e-books, and optical disks and games. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones (SMS and MMS), callbacks, and on-hold mobile ringtones.[7]

The extension to non-Internet channels differentiates digital marketing from online marketing.[8]

History

[edit]

Digital marketing effectively began in 1990 when the Archie search engine was created as an index for FTP sites. In the 1980s, the storage capacity of computers was already large enough to store huge volumes of customer information. Companies started choosing online techniques, such as database marketing, rather than limited list brokers.[9] Databases allowed companies to track customers' information more effectively, transforming the relationship between buyer and seller.

In the 1990s, the term digital marketing was coined.[citation needed] The first clickable banner ad, the "You Will" campaign by AT&T, went live in 1994, and over the first four months, 44% of all people who saw it clicked on the ad.[10][11] Early digital marketing efforts focused on simple HTML websites and the burgeoning practice of email marketing, which allowed for direct communication with consumers.[12]

In the 2000s, with increasing numbers of Internet users and the birth of the iPhone, customers began searching for products and making decisions about their needs online first, instead of consulting a salesperson, which created a new problem for the marketing department of a company.[13] In addition, a survey in 2000 in the United Kingdom found that most retailers still needed to register their own domain address.[14] These problems encouraged marketers to find new ways to integrate digital technology into market development. At the same time, pay-per-click (PPC) advertising, introduced by Google AdWords in 2000, allowed businesses to target specific keywords, making digital marketing more measurable and cost-effective.[15]

The mid-2000s saw the emergence of social media platforms like Facebook (2004), YouTube (2005), and Twitter (2006). These platforms revolutionized digital marketing by facilitating direct and interactive engagement with consumers. In 2007, marketing automation was developed as a response to the ever-evolving marketing climate. Marketing automation is the process by which software is used to automate conventional marketing processes.[16] Marketing automation helps companies segment customers, launch multichannel marketing campaigns, and provide personalized information for customers.,[16] based on their specific activities. In this way, users' activity (or lack thereof) triggers a personal message that is customized to the user in their preferred platform. However, despite the benefits of marketing automation many companies are struggling to adapt it to their everyday uses correctly.[17][page needed]

Digital marketing became more sophisticated in the 2000s and the 2010s, when[18][19] the proliferation of devices capable of accessing digital media led to sudden growth.[20] Statistics produced in 2012 and 2013 showed that digital marketing was still growing.[21][22] With the development of social media in the 2000s, such as LinkedIn, Facebook, YouTube, and Twitter, consumers became highly dependent on digital electronics in their daily lives. Therefore, they expected a seamless user experience across different channels for searching product information. The change in customer behavior improved the diversification of marketing technology.[23]

Digital media growth was estimated at 4.5 trillion online ads served annually with digital media spending at 48% growth in 2010.[24] An increasing portion of advertising stems from businesses employing Online Behavioural Advertising (OBA) to tailor advertising for internet users, but OBA raises concerns about consumer privacy and data protection.[20]

Non-linear marketing approach

[edit]

Nonlinear marketing, a type of interactive marketing, is a long-term marketing approach that builds on businesses collecting information about an Internet user's online activities and trying to be visible in multiple areas.[25]

Unlike traditional marketing techniques, which involve direct, one-way messaging to consumers (via print, television, and radio advertising), nonlinear digital marketing strategies are centered on reaching prospective customers across multiple online channels.[citation needed]

Combined with higher consumer knowledge and the demand for more sophisticated consumer offerings, this change has forced many businesses to rethink their outreach strategy and adopt or incorporate omnichannel, nonlinear marketing techniques to maintain sufficient brand exposure, engagement, and reach.[citation needed]

Nonlinear marketing strategies involve efforts to adapt the advertising to different platforms[26] and to tailor the advertising to different individual buyers rather than a large coherent audience.[27]

Tactics may include:

Some studies indicate that consumer responses to traditional marketing approaches are becoming less predictable for businesses.[28] According to a 2018 study, nearly 90% of online consumers in the United States researched products and brands online before visiting the store or making a purchase.[29] The Global Web Index estimated that in 2018, a little more than 50% of consumers researched products on social media.[30] Businesses often rely on individuals portraying their products in a positive light on social media, and may adapt their marketing strategy to target people with large social media followings in order to generate such comments.[31] In this manner, businesses can use consumers to advertise their products or services, decreasing the cost for the company.[32]

Brand awareness

[edit]
Main article: Brand awareness

One of the key objectives of modern digital marketing is to raise brand awareness, the extent to which customers and the public are familiar with and recognize a particular brand.

Enhancing brand awareness is important in digital marketing, and marketing in general, because of its impact on brand perception and consumer decision-making. According to the 2015 essay, "Impact of Brand on Consumer Behavior":

"Brand awareness, as one of the fundamental dimensions of brand equity, is often considered to be a prerequisite of consumers' buying decision, as it represents the main factor for including a brand in the consideration set. Brand awareness can also influence consumers' perceived risk assessment and their confidence in the purchase decision, due to familiarity with the brand and its characteristics."[33]

Recent trends show that businesses and digital marketers are prioritizing brand awareness, focusing more on their digital marketing efforts on cultivating brand recognition and recall than in previous years. This is evidenced by a 2019 Content Marketing Institute study, which found that 81% of digital marketers have worked on enhancing brand recognition over the past year.[34]

Another Content Marketing Institute survey revealed that 89% of B2B marketers now believe improving brand awareness to be more important than efforts directed at increasing sales.[35]

Increasing brand awareness is a focus of digital marketing strategy for a number of reasons:

  • The growth of online shopping. A survey by Statista projects 230.5 million people in the United States will use the Internet to shop, compare, and buy products by 2021, up from 209.6 million in 2016.[36] Research from business software firm Salesforce found that 87% of people began searches for products and brands on digital channels in 2018.[37]
  • The role of digital interaction in customer behavior. It's estimated that 70% of all retail purchases made in the U.S. are influenced to some degree by an interaction with a brand online.[38]
  • The growing influence and role of brand awareness in online consumer decision-making: 82% of online shoppers searching for services give preference to brands they know of.[39]
  • The use, convenience, and influence of social media. A recent report by Hootsuite estimated there were more than 3.4 billion active users on social media platforms, a 9% increase from 2018.[40] A 2019 survey by The Manifest states that 74% of social media users follow brands on social sites, and 96% of people who follow businesses also engage with those brands on social platforms.[41] According to Deloitte, one in three U.S. consumers are influenced by social media when buying a product, while 47% of millennials factor their interaction with a brand on social when making a purchase.[42]

Online methods used to build brand awareness

[edit]

Digital marketing strategies may include the use of one or more online channels and techniques (omnichannel) to increase brand awareness among consumers.

Building brand awareness may involve such methods/tools as:

Search engine optimization (SEO)

[edit]

Search engine optimization techniques may be used to improve the visibility of business websites and brand-related content for common industry-related search queries.[43]

The importance of SEO to increase brand awareness is said to correlate with the growing influence of search results and search features like featured snippets, knowledge panels, and local SEO on customer behavior.[44]

Search engine marketing (SEM)

[edit]

SEM, also known as PPC advertising, involves the purchase of ad space in prominent, visible positions atop search results pages and websites. Search ads have been shown to have a positive impact on brand recognition, awareness and conversions.[45]

Further information: Conversion as a service

33% of searchers who click on paid ads do so because they directly respond to their particular search query.[46]

Social media marketing

[edit]

Social media marketing is characterized by its constant engagement with consumers, emphasizing content creation and interaction skills. It involves real-time monitoring, analysis, summarization, and management of the marketing process, performed via platforms like Hootsuite or Sprout Social, which support these activities and allow adjustments to marketing strategies based on real-time feedback from the market and consumers.[47][48] 70% of marketers list increasing brand awareness as their number one goal for marketing on social media platforms.[citation needed] As of 2021, LinkedIn has been added as one of the most-used social media platforms by business leaders for its professional networking capabilities.[49]

Content marketing

[edit]

56% of marketers believe personalization content – brand-centered blogs, articles, social updates, videos, landing pages – improves brand recall and engagement.[50]

Developments and strategies

[edit]

One of the major changes that occurred in traditional marketing was the "emergence of digital marketing", this led to the reinvention of marketing strategies in order to adapt to this major change in traditional marketing.

As digital marketing is dependent on technology which is ever-evolving and fast-changing, the same features should be expected from digital marketing developments and strategies. This section attempts to list the notable current highlights in use (at the time of writing).[when?]

  • Segmentation: More focus has been placed on segmentation within digital marketing, in order to target specific markets in both business-to-business and business-to-consumer sectors.
  • Influencer marketing: Important nodes are identified within related communities, known as influencers. This is becoming an important concept in digital targeting.[51] Influencers allow brands to take advantage of social media and the large audiences available on many of these platforms.[51] It is possible to reach influencers via paid advertising, such as Facebook Advertising or Google Ads campaigns, or through sophisticated sCRM (social customer relationship management) software, such as SAP C4C, Microsoft Dynamics, Sage CRM and Salesforce CRM. Many universities now focus, at Masters level, on engagement strategies for influencers.

To summarize, Pull digital marketing is characterized by consumers actively seeking marketing content while Push digital marketing occurs when marketers send messages without that content being actively sought by the recipients.

  • Online behavioral advertising is the practice of collecting information about a user's online activity over time, "on a particular device and across different, unrelated websites, in order to deliver advertisements tailored to that user's interests and preferences."[52][53] Such Advertisements are based on site retargeting are customized based on each user behavior and pattern.
  • Collaborative Environment: A collaborative environment can be set up between the organization, the technology service provider, and the digital agencies to optimize effort, resource sharing, reusability and communications.[54] Additionally, organizations are inviting their customers to help them better understand how to service them. This source of data is called user-generated content. Much of this is acquired via company websites where the organization invites people to share ideas that are then evaluated by other users of the site. The most popular ideas are evaluated and implemented in some form. Using this method of acquiring data and developing new products can foster the organization's relationship with its customer as well as spawn ideas that would otherwise be overlooked. UGC is low-cost advertising as it is directly from the consumers and can save advertising costs for the organization.
  • Data-driven advertising: Users generate a lot of data in every step they take on the path of customer journey and brands can now use that data to activate their known audience with data-driven programmatic media buying. Without exposing customers' privacy, users' data can be collected from digital channels (e.g.: when the customer visits a website, reads an e-mail, or launches and interact with a brand's mobile app), brands can also collect data from real-world customer interactions, such as brick and mortar stores visits and from CRM and sales engines datasets. Also known as people-based marketing or addressable media, data-driven advertising is empowering brands to find their loyal customers in their audience and deliver in real time a much more personal communication, highly relevant to each customers' moment and actions.[55]

An important consideration today while deciding on a strategy is that the digital tools have democratized the promotional landscape.

  • Remarketing: Remarketing plays a major role in digital marketing. This tactic allows marketers to publish targeted ads in front of an interest category or a defined audience, generally called searchers in web speak, they have either searched for particular products or services or visited a website for some purpose.
  • Game advertising: Game ads are advertisements that exist within computer or video games. One of the most common examples of in-game advertising is billboards appearing in sports games. In-game ads also might appear as brand-name products like guns, cars, or clothing that exist as gaming status symbols.

Six principles for building online brand content:[56]

  • Do not consider individuals as consumers;
  • Have an editorial position;
  • Define an identity for the brand;
  • Maintain a continuity of contents;
  • Ensure a regular interaction with audience;
  • Have a channel for events.

Tourism marketing: Advanced tourism, responsible and sustainable tourism, social media and online tourism marketing, and geographic information systems. As a broader research field matures and attracts more diverse and in-depth academic research.[57]

The new digital era has enabled brands to selectively target their customers that may potentially be interested in their brand or based on previous browsing interests. Businesses can use social media to select the age range, location, gender, and interests of whom they would like their targeted post to be seen. Furthermore, based on a customer's recent search history they can be 'followed' on the internet so they see advertisements from similar brands, products, and services,[58] that allows businesses to target the specific customers that they know and feel will most benefit from their product or service, something that had limited capabilities up until the digital era.

Ineffective forms of digital marketing

[edit]

Digital marketing activity is still growing across the world according to the headline global marketing index. A study published in September 2018, found that global outlays on digital marketing tactics are approaching $100 billion.[59] Digital media continues to rapidly grow. While the marketing budgets are expanding, traditional media is declining.[60] Digital media helps brands reach consumers to engage with their product or service in a personalized way. Five areas, which are outlined as current industry practices that are often ineffective are prioritizing clicks, balancing search and display, understanding mobiles, targeting, viewability, brand safety and invalid traffic, and cross-platform measurement.[61] Why these practices are ineffective and some ways around making these aspects effective are discussed surrounding the following points.

Prioritizing clicks

[edit]

Prioritizing clicks refers to display click ads, although advantageous by being 'simple, fast and inexpensive' rates for display ads in 2016 is only 0.10 percent in the United States. This means one in a thousand click ads is relevant therefore having little effect. This displays that marketing companies should not just use click ads to evaluate the effectiveness of display advertisements.[61]

Balancing search and display

[edit]

Balancing search and display for digital display ads is important. marketers tend to look at the last search and attribute all of the effectiveness of this. This, in turn, disregards other marketing efforts, which establish brand value within the consumer's mind. ComScore determined through drawing on data online, produced by over one hundred multichannel retailers that digital display marketing poses strengths when compared with or positioned alongside, paid search.[61] This is why it is advised that when someone clicks on a display ad the company opens a landing page, not its home page. A landing page typically has something to draw the customer in to search beyond this page. Commonly marketers see increased sales among people exposed to a search ad. But the fact of how many people you can reach with a display campaign compared to a search campaign should be considered. Multichannel retailers have an increased reach if the display is considered in synergy with search campaigns. Overall, both search and display aspects are valued as display campaigns build awareness for the brand so that more people are likely to click on these digital ads when running a search campaign.[61]

Understanding Mobiles

[edit]

Understanding mobile devices is a significant aspect of digital marketing because smartphones and tablets are now responsible for 64% of the time US consumers are online.[61] Apps provide a big opportunity as well as challenge for the marketers because firstly the app needs to be downloaded and secondly the person needs to actually use it. This may be difficult as 'half the time spent on smartphone apps occurs on the individuals single most used app, and almost 85% of their time on the top four rated apps'.[61] Mobile advertising can assist in achieving a variety of commercial objectives and it is effective due to taking over the entire screen, and voice or status is likely to be considered highly. However, the message must not be seen or thought of as intrusive.[61] Disadvantages of digital media used on mobile devices also include limited creative capabilities, and reach. Although there are many positive aspects including the user's entitlement to select product information, digital media creating a flexible message platform and there is potential for direct selling.[62]

Cross-platform measurement

[edit]

The number of marketing channels continues to expand, as measurement practices are growing in complexity. A cross-platform view must be used to unify audience measurement and media planning. Market researchers need to understand how the Omni-channel affects consumer's behavior, although when advertisements are on a consumer's device this does not get measured. Significant aspects to cross-platform measurement involve deduplication and understanding that you have reached an incremental level with another platform, rather than delivering more impressions against people that have previously been reached.[61] An example is 'ESPN and comScore partnered on Project Blueprint discovering the sports broadcaster achieved a 21% increase in unduplicated daily reach thanks to digital advertising'.[61] Television and radio industries are the electronic media, which competes with digital and other technological advertising. Yet television advertising is not directly competing with online digital advertising due to being able to cross platform with digital technology. Radio also gains power through cross platforms, in online streaming content. Television and radio continue to persuade and affect the audience, across multiple platforms.[63]

Targeting, viewability, brand safety, and invalid traffic

[edit]

Targeting, viewability, brand safety, and invalid traffic all are aspects used by marketers to help advocate digital advertising. Cookies are a form of digital advertising, which are tracking tools within desktop devices, causing difficulty, with shortcomings including deletion by web browsers, the inability to sort between multiple users of a device, inaccurate estimates for unique visitors, overstating reach, understanding frequency, problems with ad servers, which cannot distinguish between when cookies have been deleted and when consumers have not previously been exposed to an ad. Due to the inaccuracies influenced by cookies, demographics in the target market are low and vary.[61] Another element, which is affected by digital marketing, is 'viewability' or whether the ad was actually seen by the consumer. Many ads are not seen by a consumer and may never reach the right demographic segment. Brand safety is another issue of whether or not the ad was produced in the context of being unethical or having offensive content. Recognizing fraud when an ad is exposed is another challenge marketers face. This relates to invalid traffic as premium sites are more effective at detecting fraudulent traffic, although non-premium sites are more so the problem.[61]

Channels

[edit]

Digital Marketing Channels are systems based on the Internet that can create, accelerate, and transmit product value from producer to a consumer terminal, through digital networks.[64][65] Digital marketing is facilitated by multiple Digital Marketing channels, as an advertiser one's core objective is to find channels which result in maximum two-way communication and a better overall ROI for the brand. There are multiple digital marketing channels available namely:[66]

  1. Affiliate marketing - Affiliate marketing is perceived to not be considered a safe, reliable, and easy means of marketing through online platforms. This is due to a lack of reliability in terms of affiliates that can produce the demanded number of new customers. As a result of this risk and bad affiliates, it leaves the brand prone to exploitation in terms of claiming commission that isn't honestly acquired. Legal means may offer some protection against this, yet there are limitations in recovering any losses or investment. Despite this, affiliate marketing allows the brand to market towards smaller publishers and websites with smaller traffic. Brands that choose to use this marketing often should beware of such risks involved and look to associate with affiliates in which rules are laid down between the parties involved to assure and minimize the risk involved.[67]
  2. Digital advertising technologies support the real-time bidding infrastructure used in digital display advertising
    Digital advertising technologies support the real-time bidding infrastructure used in digital display advertising[68]

     

    Display advertising – As the term implies, online display advertising deals with showcasing promotional messages or ideas to the consumer on the internet. This includes a wide range of advertisements like advertising blogs, networks, interstitial ads, contextual data, ads on search engines, classified or dynamic advertisements, etc. The method can target specific audience tuning in from different types of locals to view a particular advertisement, the variations can be found as the most productive element of this method.
  3. Email marketing - Email marketing in comparison to other forms of digital marketing is considered cheap. It is also a way to rapidly communicate a message such as their value proposition to existing or potential customers. Yet this channel of communication may be perceived by recipients to be bothersome and irritating especially to new or potential customers, therefore the success of email marketing is reliant on the language and visual appeal applied. In terms of visual appeal, there are indications that using graphics/visuals that are relevant to the message which is attempting to be sent, yet less visual graphics to be applied with initial emails are more effective in-turn creating a relatively personal feel to the email. In terms of language, the style is the main factor in determining how captivating the email is. Using a casual tone invokes a warmer, gentler and more inviting feel to the email, compared to a more formal tone.
  4. Search engine marketing – Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate Search engine optimization, which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.
  5. Social Media Marketing – The term 'Digital Marketing' has a number of marketing facets as it supports different channels used in and among these, comes the Social Media. When we use social media channels (Facebook, Twitter, Pinterest, Instagram, Google+, etc.) to market a product or service, the strategy is called Social Media Marketing. It is a procedure wherein strategies are made and executed to draw in traffic for a website or to gain the attention of buyers over the web using different social media platforms.
  6. Social networking service – A social networking service is an online platform which people use to build social networks or social relations with other people who share similar personal or career interests, activities, backgrounds or real-life connections
  7. In-game advertising – In-Game advertising is defined as the "inclusion of products or brands within a digital game."[69] The game allows brands or products to place ads within their game, either in a subtle manner or in the form of an advertisement banner. There are many factors that exist in whether brands are successful in the advertising of their brand/product, these being: Type of game, technical platform, 3-D and 4-D technology, game genre, congruity of brand and game, prominence of advertising within the game. Individual factors consist of attitudes towards placement advertisements, game involvement, product involvement, flow, or entertainment. The attitude towards the advertising also takes into account not only the message shown but also the attitude towards the game. Dependent on how enjoyable the game is will determine how the brand is perceived, meaning if the game isn't very enjoyable the consumer may subconsciously have a negative attitude towards the brand/product being advertised. In terms of Integrated Marketing Communication "integration of advertising in digital games into the general advertising, communication, and marketing strategy of the firm"[69] is important as it results in a more clarity about the brand/product and creates a larger overall effect.
  8. Online public relations – The use of the internet to communicate with both potential and current customers in the public realm.
  9. Video advertising – This type of advertising in terms of digital/online means are advertisements that play on online videos e.g., YouTube videos. This type of marketing has seen an increase in popularity over time.[70] Online Video Advertising usually consists of three types: Pre-Roll advertisements which play before the video is watched, Mid-Roll advertisements which play during the video, or Post-Roll advertisements which play after the video is watched.[71] Post-roll advertisements were shown to have better brand recognition in relation to the other types, where-as "ad-context congruity/incongruity plays an important role in reinforcing ad memorability".[70] Due to selective attention from viewers, there is the likelihood that the message may not be received.[72] The main advantage of video advertising is that it disrupts the viewing experience of the video and therefore there is a difficulty in attempting to avoid them. How a consumer interacts with online video advertising can come down to three stages: Pre attention, attention, and behavioral decision.[73] These online advertisements give the brand/business options and choices. These consist of length, position, adjacent video content which all directly affect the effectiveness of the produced advertisement time,[70] therefore manipulating these variables will yield different results. The length of the advertisement has shown to affect memorability where-as a longer duration resulted in increased brand recognition.[70] This type of advertising, due to its nature of interruption of the viewer, it is likely that the consumer may feel as if their experience is being interrupted or invaded, creating negative perception of the brand.[70] These advertisements are also available to be shared by the viewers, adding to the attractiveness of this platform. Sharing these videos can be equated to the online version of word by mouth marketing, extending number of people reached.[74] Sharing videos creates six different outcomes: these being "pleasure, affection, inclusion, escape, relaxation, and control".[70] As well, videos that have entertainment value are more likely to be shared, yet pleasure is the strongest motivator to pass videos on. Creating a 'viral' trend from a mass amount of a brand advertisement can maximize the outcome of an online video advert whether it be positive or a negative outcome.
  10. Native Advertising – This involves the placement of paid content that replicates the look, feel, and oftentimes, the voice of a platform's existing content. It is most effective when used on digital platforms like websites, newsletters, and social media. Can be somewhat controversial as some critics feel it intentionally deceives consumers.[75]
  11. Content Marketing – This is an approach to marketing that focuses on gaining and retaining customers by offering helpful content to customers that improves the buying experience and creates brand awareness. A brand may use this approach to hold a customer's attention with the goal of influencing potential purchase decisions.[76]
  12. Sponsored Content – This utilises content created and paid for by a brand to promote a specific product or service.[77]
  13. Inbound Marketing – a market strategy that involves using content as a means to attract customers to a brand or product. Requires extensive research into the behaviors, interests, and habits of the brand's target market.[78]
  14. SMS Marketing: Although the popularity is decreasing day by day, still SMS marketing plays huge role to bring new user, provide direct updates, provide new offers etc.
  15. Push Notification: In this digital era, Push Notification responsible for bringing new and abandoned customer through smart segmentation. Many online brands are using this to provide personalised appeals depending on the scenario of customer acquisition.

It is important for a firm to reach out to consumers and create a two-way communication model, as digital marketing allows consumers to give back feedback to the firm on a community-based site or straight directly to the firm via email.[79] Firms should seek this long-term communication relationship by using multiple forms of channels and using promotional strategies related to their target consumer as well as word-of-mouth marketing.[79]

Benefits of digital marketing

[edit]

Possible benefits of digital marketing include:

  • any information that is needed is accessible at any time and/or place[80]
  • surpasses internet marketing and also possesses alternatives choices without the internet needed[81]
  • top in presenting beneficial ways and features that reach, inform, engage, offer, and sell services and products to consumers[80]
  • businesses can attain data that present target audiences based on their age, location, interests, and education[citation needed]
  • low investment, the cost per lead is 61% less expensive than traditional marketing[82]
  • able to reach every mobile user, there are over 14 billion worldwide mobile devices and with a projection to grow to almost 18 billion by the year 2024[82]

Regulation

[edit]

Digital marketing used to rely primarily on self-regulation included in the ICC Code,[83] which included rules that apply to marketing communications using digital interactive media. However, self-regulation has proved largely ineffective,[84][85] leading to the consolidation of market power in a few firms, including Google, which has been determined to hold monopolies in search marketing and digital advertising.[86][87] While self-regulation codes still exist, government regulation is increasing in multiple jurisdictions, including California's legislation on targeting advertising online.[88] In Europe, digital marketing is regulated through multiple codes, of which the most important is the Digital Services Act,[89] which entered into force on 17 February, 2024. Other regulations focus on user privacy and data management such as the General Data Protection Regulation (GDPR).[90]

Strategy

[edit]

Planning

[edit]

Digital marketing planning is a term used in marketing management. It describes the first stage of forming a digital marketing strategy for the wider digital marketing system. The difference between digital and traditional marketing planning is that it uses digitally based communication tools and technology such as Social, Web, Mobile, Scannable Surface.[91][92] Nevertheless, both are aligned with the vision, the mission of the company and the overarching business strategy.[93]

Stages of planning

[edit]

Dr. Dave Chaffey, an author on marketing topics, has suggested that successful digital marketing strategies have do digital marketing planning (DMP), which is a three-stage approach: Opportunity, Strategy, and Action. This generic strategic approach often has phases of situation review, goal setting, strategy formulation, resource allocation and monitoring.[93]

Opportunity

[edit]

To create an effective DMP, a business first needs to review the marketplace and set "SMART" (Specific, Measurable, Actionable, Relevant, and Time-Bound) objectives.[94] They can set SMART objectives by reviewing the current benchmarks and key performance indicators (KPIs) of the company and competitors. It is pertinent that the analytics used for the KPIs be customized to the type, objectives, mission, and vision of the company.[95][96]

Companies can scan for marketing and sales opportunities by reviewing their own outreach as well as influencer outreach. This means they have competitive advantage because they are able to analyse their co-marketers influence and brand associations.[97]

To seize the opportunity, the firm should summarize its current customers' personas and purchase journey from this they are able to deduce their digital marketing capability.[98]

Strategy

[edit]

A planned digital strategy is where a company expresses clearly what they are offering customers online e.g., brand positioning. The marketing mix is a framework which can be used to facilitate this.[99][100]

Action

[edit]

The third and final stage requires the firm to set a budget and management systems. These must be measurable touchpoints, such as the audience reached across all digital platforms. Furthermore, marketers must ensure the budget and management systems are integrating the paid, owned, and earned media of the company.[101] The Action and final stage of planning also requires the company to set in place measurable content creation e.g. oral, visual or written online media.[102]

Understanding the market

[edit]

One way marketers can reach out to consumers and understand their thought process is through what is called an empathy map. An empathy map is a four-step process. The first step is through asking questions that the consumer would be thinking in their demographic. The second step is to describe the feelings that the consumer may be having. The third step is to think about what the consumer would say in their situation. The final step is to imagine what the consumer will try to do based on the other three steps. This map is so marketing teams can put themselves in their target demographics shoes.[103] Web Analytics are also a very important way to understand consumers. They show the habits that people have online for each website.[104] One particular form of these analytics is predictive analytics which helps marketers figure out what route consumers are on. This uses the information gathered from other analytics and then creates different predictions of what people will do so that companies can strategize on what to do next, according to the people's trends.[105]

  • Consumer behavior: the habits or attitudes of a consumer that influences the buying process of a product or service.[106] Consumer behavior impacts virtually every stage of the buying process specifically in relation to digital environments and devices.[106]
  • Predictive analytics: a form of data mining that involves using existing data to predict potential future trends or behaviors.[107] Can assist companies in predicting future behavior of customers.
  • Buyer persona: employing research of consumer behavior regarding habits like brand awareness and buying behavior to profile prospective customers.[107] Establishing a buyer persona helps a company better understand their audience and their specific wants/needs.
  • Marketing Strategy: strategic planning employed by a brand to determine potential positioning within a market as well as the prospective target audience. It involves two key elements: segmentation and positioning.[107] By developing a marketing strategy, a company is able to better anticipate and plan for each step in the marketing and buying process.

Sharing economy

[edit]

The "sharing economy" refers to an economic pattern that aims to obtain a resource that is not fully used.[108] Nowadays, the sharing economy has had an unimagined effect on many traditional elements including labor, industry, and distribution system.[108] This effect is not negligible that some industries are obviously under threat.[108][109] The sharing economy is influencing the traditional marketing channels by changing the nature of some specific concept including ownership, assets, and recruitment.[109]

Digital marketing channels and traditional marketing channels are similar in function that the value of the product or service is passed from the original producer to the end user by a kind of supply chain.[110] Digital Marketing channels, however, consist of internet systems that create, promote, and deliver products or services from producer to consumer through digital networks.[111] Increasing changes to marketing channels has been a significant contributor to the expansion and growth of the sharing economy.[111] Such changes to marketing channels has prompted unprecedented and historic growth.[111] In addition to this typical approach, the built-in control, efficiency and low cost of digital marketing channels is an essential features in the application of sharing economy.[110]

Digital marketing channels within the sharing economy are typically divided into three domains including, e-mail, social media, and search engine marketing or SEM.[111]

  • E-mail – A form of direct marketing characterized as being informative, promotional, and often a means of customer relationship management.[111] Organization can update the activity or promotion information to the user by subscribing the newsletter mail that happened in consuming. Success is reliant upon a company's ability to access contact information from its past, present, and future clientele.[111]
  • Social Media – Social media has the capability to reach a larger audience in a shorter time frame than traditional marketing channels.[111] This makes social media a powerful tool for consumer engagement and the dissemination of information.[111]
  • Search Engine Marketing or SEM – Requires more specialized knowledge of the technology embedded in online platforms.[111] This marketing strategy requires long-term commitment and dedication to the ongoing improvement of a company's digital presence.[111]

Other emerging digital marketing channels, particularly branded mobile apps, have excelled in the sharing economy.[111] Branded mobile apps are created specifically to initiate engagement between customers and the company. This engagement is typically facilitated through entertainment, information, or market transaction.[111]

See also

[edit]

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Further reading

[edit]
 

 

 

Not to be confused with Marketing (magazine).

 

Steve Jobs's marketing skills have been credited for reviving Apple Inc. and turning it into one of the most valuable brands.[1][2]

Marketing is the act of acquiring, satisfying and retaining customers.[3][4] It is one of the primary components of business management and commerce.[5]

Marketing is usually conducted by the seller, typically a retailer or manufacturer. Products can be marketed to other businesses (B2B) or directly to consumers (B2C).[6] Sometimes tasks are contracted to dedicated marketing firms, like a media, market research, or advertising agency. Sometimes, a trade association or government agency (such as the Agricultural Marketing Service) advertises on behalf of an entire industry or locality, often a specific type of food (e.g. Got Milk?), food from a specific area, or a city or region as a tourism destination.

Market orientations are philosophies concerning the factors that should go into market planning.[7] The marketing mix, which outlines the specifics of the product and how it will be sold, including the channels that will be used to advertise the product,[8][9] is affected by the environment surrounding the product,[10] the results of marketing research and market research,[11][12] and the characteristics of the product's target market.[13] Once these factors are determined, marketers must then decide what methods of promoting the product,[6] including use of coupons and other price inducements.[14]

Definition

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Marketing is currently defined by the American Marketing Association (AMA) as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large".[15] However, the definition of marketing has evolved over the years. The AMA reviews this definition and its definition for "marketing research" every three years.[15] The interests of "society at large" were added into the definition in 2008.[16] The development of the definition may be seen by comparing the 2008 definition with the AMA's 1935 version: "Marketing is the performance of business activities that direct the flow of goods, and services from producers to consumers".[17] The newer definition highlights the increased prominence of other stakeholders in the new conception of marketing.

The 18th century retail entrepreneur Josiah Wedgwood, who devised a number of sales methods for his tableware, is "credited with inventing modern marketing" according to the Adam Smith Institute.[18]

Recent definitions of marketing place more emphasis on the consumer relationship, as opposed to a pure exchange process. For instance, prolific marketing author and educator, Philip Kotler has evolved his definition of marketing. In 1980, he defined marketing as "satisfying needs and wants through an exchange process",[3] and in 2018 defined it as "the process by which companies engage customers, build strong customer relationships, and create customer value in order to capture value from customers in return".[19] A related definition, from the sales process engineering perspective, defines marketing as "a set of processes that are interconnected and interdependent with other functions of a business aimed at achieving customer interest and satisfaction".[20]

Some definitions of marketing highlight marketing's ability to produce value to shareholders of the firm as well. In this context, marketing can be defined as "the management process that seeks to maximise returns to shareholders by developing relationships with valued customers and creating a competitive advantage".[21] For instance, the Chartered Institute of Marketing defines marketing from a customer-centric perspective, focusing on "the management process responsible for identifying, anticipating and satisfying customer requirements profitably".[22]

In the past, marketing practice tended to be seen as a creative industry, which included advertising, distribution and selling, and even today many parts of the marketing process (e.g. product design, art director, brand management, advertising, inbound marketing, copywriting etc.) involve the use of the creative arts.[23] However, because marketing makes extensive use of social sciences, psychology, sociology, mathematics, economics, anthropology and neuroscience, the profession is now widely recognized as a science.[24] Marketing science has developed a concrete process that can be followed to create a marketing plan.[25]

Concept

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The "marketing concept" proposes that to complete its organizational objectives, an organization should anticipate the needs and wants of potential consumers and satisfy them more effectively than its competitors. This concept originated from Adam Smith's book The Wealth of Nations but would not become widely used until nearly 200 years later.[26] Marketing and Marketing Concepts are directly related.

Given the centrality of customer needs, and wants in marketing, a rich understanding of these concepts is essential:[27]

Needs: Something necessary for people to live a healthy, stable and safe life. When needs remain unfulfilled, there is a clear adverse outcome: a dysfunction or death. Needs can be objective and physical, such as the need for food, water, and shelter; or subjective and psychological, such as the need to belong to a family or social group and the need for self-esteem.
Wants: Something that is desired, wished for or aspired to. Wants are not essential for basic survival and are often shaped by culture or peer-groups.
Demands: When needs and wants are backed by the ability to pay, they have the potential to become economic demands.

Marketing research, conducted for the purpose of new product development or product improvement, is often concerned with identifying the consumer's unmet needs.[28] Customer needs are central to market segmentation which is concerned with dividing markets into distinct groups of buyers on the basis of "distinct needs, characteristics, or behaviors who might require separate products or marketing mixes."[29] Needs-based segmentation (also known as benefit segmentation) "places the customers' desires at the forefront of how a company designs and markets products or services."[30] Although needs-based segmentation is difficult to do in practice, it has been proved to be one of the most effective ways to segment a market.[31][28] In addition, a great deal of advertising and promotion is designed to show how a given product's benefits meet the customer's needs, wants or expectations in a unique way.[32]

B2B and B2C marketing

[edit]

The two major segments of marketing are business-to-business (B2B) marketing and business-to-consumer (B2C) marketing.[6]

B2B marketing

[edit]

B2B (business-to-business) marketing refers to any marketing strategy or content that is geared towards a business or organization.[33] Any company that sells products or services to other businesses or organizations (vs. consumers) typically uses B2B marketing strategies. The 7 P's of B2B marketing are: product, price, place, promotion, people, process, and physical evidence.[33] Some of the trends in B2B marketing include content such as podcasts, videos, and social media marketing campaigns.[33]

Examples of products sold through B2B marketing include:

  • Major equipment
  • Accessory equipment
  • Raw materials
  • Component parts
  • Processed materials
  • Supplies
  • Venues
  • Business services[6]

The four major categories of B2B product purchasers are:

  • Producers - use products sold by B2B marketing to make their own goods (e.g.: Mattel buying plastics to make toys)
  • Resellers - buy B2B products to sell through retail or wholesale establishments (e.g.: Walmart buying vacuums to sell in stores)
  • Governments - buy B2B products for use in government projects (e.g.: purchasing weather monitoring equipment for a wastewater treatment plant)
  • Institutions - use B2B products to continue operation (e.g.: schools buying printers for office use)[6]

B2C marketing

[edit]

Business-to-consumer marketing, or B2C marketing, refers to the tactics and strategies in which a company promotes its products and services to individual people.

Traditionally, this could refer to individuals shopping for personal products in a broad sense. More recently the term B2C refers to the online selling of consumer products.

C2B marketing

[edit]

Consumer-to-business marketing or C2B marketing is a business model where the end consumers create products and services which are consumed by businesses and organizations. It is diametrically opposed to the popular concept of B2C or business-to-consumer where the companies make goods and services available to the end consumers. In this type of business model, businesses profit from consumers' willingness to name their own price or contribute data or marketing to the company, while consumers benefit from flexibility, direct payment, or free or reduced-price products and services. One of the major benefit of this type of business model is that it offers a company a competitive advantage in the market.[34]

C2C marketing

[edit]

Customer to customer marketing or C2C marketing represents a market environment where one customer purchases goods from another customer using a third-party business or platform to facilitate the transaction. C2C companies are a new type of model that has emerged with e-commerce technology and the sharing economy.[35]

Differences in B2B and B2C marketing

[edit]

The different goals of B2B and B2C marketing lead to differences in the B2B and B2C markets. The main differences in these markets are demand, purchasing volume, number of customers, customer concentration, distribution, buying nature, buying influences, negotiations, reciprocity, leasing and promotional methods.[6]

  • Demand: B2B demand is derived because businesses buy products based on how much demand there is for the final consumer product. Businesses buy products based on customer's wants and needs. B2C demand is primarily because customers buy products based on their own wants and needs.[6]
  • Purchasing volume: Businesses buy products in large volumes to distribute to consumers. Consumers buy products in smaller volumes suitable for personal use.[6]
  • Number of customers: There are relatively fewer businesses to market to than direct consumers.[6]
  • Customer concentration: Businesses that specialize in a particular market tend to be geographically concentrated while customers that buy products from these businesses are not concentrated.[6]
  • Distribution: B2B products pass directly from the producer of the product to the business while B2C products may additionally go through a wholesaler or retailer.[6]
  • Buying nature: B2B purchasing is a formal process done by professional buyers and sellers, while B2C purchasing is informal.[6]
  • Buying influences: B2B purchasing is influenced by multiple people in various departments such as quality control, accounting, and logistics while B2C marketing is only influenced by the person making the purchase and possibly a few others.[6]
  • Negotiations: In B2B marketing, negotiating for lower prices or added benefits is commonly accepted while in B2C marketing (particularly in Western cultures) prices are fixed.[6]
  • Reciprocity: Businesses tend to buy from businesses they sell to. For example, a business that sells printer ink is more likely to buy office chairs from a supplier that buys the business's printer ink. In B2C marketing, this does not occur because consumers are not also selling products.[6]
  • Leasing: Businesses tend to lease expensive items while consumers tend to save up to buy expensive items.[6]
  • Promotional methods: In B2B marketing, the most common promotional method is personal selling. B2C marketing mostly uses sales promotion, public relations, advertising, and social media.[6]

Marketing management orientations

[edit]
Main article: History of marketing § Orientations or philosophies that inform marketing practice

A marketing orientation has been defined as a "philosophy of business management."[7] or "a corporate state of mind"[36] or as an "organizational culture."[37] Although scholars continue to debate the precise nature of specific concepts that inform marketing practice, the most commonly cited orientations are as follows:[38]

  • Product concept: mainly concerned with the quality of its product. It has largely been supplanted by the marketing orientation, except for haute couture and arts marketing.[39][40]
  • Production concept: specializes in producing as much as possible of a given product or service in order to achieve economies of scale or economies of scope. It dominated marketing practice from the 1860s to the 1930s, yet can still be found in some companies or industries. Specifically, Kotler and Armstrong note that the production philosophy is "one of the oldest philosophies that guides sellers... [and] is still useful in some situations."[41]
  • Selling concept: focuses on the selling/promotion of the firm's existing products, rather than developing new products to satisfy unmet needs or wants primarily through promotion and direct sales techniques,[42] largely for "unsought goods"[43] in industrial companies.[44] A 2011 meta analyses[45] found that the factors with the greatest impact on sales performance are a salesperson's sales related knowledge (market segments, presentation skills, conflict resolution, and products), degree of adaptiveness, role clarity, cognitive aptitude, motivation and interest in a sales role).
  • Marketing concept: This is the most common concept used in contemporary marketing, and is a customer-centric approach based on products that suit new consumer tastes. These firms engage in extensive market research, use R&D (Research & Development), and then use promotion techniques.[46][47] The marketing orientation includes:
    • Customer orientation: A firm in the market economy can survive by producing goods that people are willing and able to buy. Consequently, ascertaining consumer demand is vital for a firm's future viability and even existence as a going concern.
    • Organizational orientation: The marketing department is of prime importance within the functional level of an organization. Information from the marketing department is used to guide the actions of a company's other departments. A marketing department could ascertain (via marketing research) that consumers desired a new type of product, or a new usage for an existing product. With this in mind, the marketing department would inform the R&D department to create a prototype of a product/service based on consumers' new desires. The production department would then start to manufacture the product. The finance department may oppose required capital expenditures since it could undermine a healthy cash flow for the organization.
  • Societal marketing concept: Social responsibility that goes beyond satisfying customers and providing superior value embraces societal stakeholders such as employees, customers, and local communities. Companies that adopt this perspective typically practice triple bottom line reporting and publish financial, social and environmental impact reports. Sustainable marketing or green marketing is an extension of societal marketing.[48]

Marketing plan

[edit]
Main article: Marketing plan

The area of marketing planning involves forging a plan for a firm's marketing activities. A marketing plan can also pertain to a specific product, the introduction of a new product, the revision of current marketing strategies for existing products, as well as an organisation's overall marketing strategy. The plan is created to accomplish specific marketing objectives, outlining a company's advertising and marketing efforts for a given period, describing the current marketing position of a business, and discussing the target market and marketing mix to be used to achieve marketing goals.

An organization's marketing planning process is derived from its overall business strategy. Marketing plans start by identifying customer needs through market research and how the business can satisfy these needs. The marketing plan also shows what actions will be taken and what resources will be used to achieve the planned objectives.

Marketing objectives are typically broad-based in nature, and pertain to the general vision of the firm in the short, medium or long-term. As an example, if one pictures a group of companies (or a conglomerate), the objective might be to increase the group's sales by 25% over a ten-year period.

The marketing mix

[edit]
Main article: Marketing mix

A marketing mix is a foundational tool used to guide decision making in marketing. The marketing mix represents the basic tools that marketers can use to bring their products or services to the market. They are the foundation of managerial marketing and the marketing plan typically devotes a section to the marketing mix.

The 4Ps

[edit]

The 4Ps refers to four broad categories of marketing decisions, namely: product, price, promotion, and place.[8][49] The origins of the 4 Ps can be traced to the late 1940s.[50][51] The first known mention has been attributed to a Professor of Marketing at Harvard University, James Culliton.[52]

The 4 Ps, in its modern form, was first proposed in 1960 by E. Jerome McCarthy; who presented them within a managerial approach that covered analysis, consumer behavior, market research, market segmentation, and planning.[53][54] Phillip Kotler, popularised this approach and helped spread the 4 Ps model.[55][56] McCarthy's 4 Ps have been widely adopted by both marketing academics and practitioners.[57][58][59]

The 4Ps of the marketing mix stand for product, price, place and promotion
One version of the marketing mix is the 4Ps method.

Outline

[edit]
Product
The product aspects of marketing deal with the specifications of the actual goods or services, and how it relates to the end-user's needs and wants. The product element consists of product design, new product innovation, branding, packaging, and labeling. The scope of a product generally includes supporting elements such as warranties, guarantees, and support. Branding, a key aspect of the product management, refers to the various methods of communicating a brand identity for the product, brand, or company.[60]
Pricing
This refers to the process of setting a price for a product, including discounts. The price need not be monetary; it can simply be what is exchanged for the product or services, e.g. time, energy, or attention or any sacrifices consumers make in order to acquire a product or service. The price is the cost that a consumer pays for a product—monetary or not. Methods of setting prices are in the domain of pricing science.[61]
Place (or distribution)
This refers to how the product gets to the customer; the distribution channels and intermediaries such as wholesalers and retailers who enable customers to access products or services in a convenient manner. This third P has also sometimes been called Place or Placement, referring to the channel by which a product or service is sold (e.g. online vs. retail), which geographic region or industry, to which segment (young adults, families, business people), etc. also referring to how the environment in which the product is sold in can affect sales.[61]
Promotion
See also: Integrated marketing communications and Promotional mix
This includes all aspects of marketing communications: advertising, sales promotion, including promotional education, public relations, personal selling, product placement, branded entertainment, event marketing, trade shows, and exhibitions.[6] Common examples of advertising media include: TV, Radio, Magazines, Online, Billboards, Event sponsorship, Advertising mail (direct mail), Transit ads. Social media is used to facilitate two-way communication between companies and their customers. Outlets such as Facebook, Instagram, Twitter, Reddit, Pinterest, Snapchat, TikTok. LinkedIn and YouTube allow brands to start a conversation with regular and prospective customers. Viral marketing can be facilitated by social media.[62]This fourth P is focused on providing a message to get a response from consumers. The message is designed to persuade or tell a story to create awareness.[61][63]

Criticisms

[edit]

One of the limitations of the 4Ps approach is its emphasis on an inside-out view.[64] An inside-out approach is the traditional planning approach where the organization identifies its desired goals and objectives, which are often based around what has always been done. Marketing's task then becomes one of "selling" the organization's products and messages to the "outside" or external stakeholders.[60] In contrast, an outside-in approach first seeks to understand the needs and wants of the consumer.[65]

From a model-building perspective, the 4 Ps has attracted a number of criticisms. Well-designed models should exhibit clearly defined categories that are mutually exclusive, with no overlap. Yet, the 4 Ps model has extensive overlapping problems. Several authors stress the hybrid nature of the fourth P, mentioning the presence of two important dimensions, "communication" (general and informative communications such as public relations and corporate communications) and "promotion" (persuasive communications such as advertising and direct selling). Certain marketing activities, such as personal selling, may be classified as either promotion or as part of the place (i.e., distribution) element.[66] Some pricing tactics, such as promotional pricing, can be classified as price variables or promotional variables and, therefore, also exhibit some overlap.

Other important criticisms include that the marketing mix lacks a strategic framework and is, therefore, unfit to be a planning instrument, particularly when uncontrollable, external elements are an important aspect of the marketing environment.[67]

Modifications and extensions

[edit]

To overcome the deficiencies of the 4P model, some authors have suggested extensions or modifications to the original model. Extensions of the four P's are often included in cases such as services marketing where unique characteristics (i.e. intangibility, perishability, heterogeneity and the inseparability of production and consumption) warrant additional consideration factors. Other extensions include "people", "process", and "physical evidence" and are often applied in the case of services marketing.[68] Other extensions have been found necessary in retail marketing, industrial marketing and internet marketing.

The 4Cs

[edit]

In response to environmental and technological changes in marketing, as well as criticisms towards the 4Ps approach, the 4Cs has emerged as a modern marketing mix model. Robert F. Lauterborn proposed a 4 Cs classification in 1990.[69] His classification is a more consumer-orientated version of the 4 Ps[70][71] that attempts to better fit the movement from mass marketing to niche marketing.[69][72][73]

Outline

[edit]

Consumer (or client)

The consumer refers to the person or group that will acquire the product. This aspect of the model focuses on fulfilling the wants or needs of the consumer.[9]

Cost

Cost refers to what is exchanged in return for the product. Cost mainly consists of the monetary value of the product. Cost also refers to anything else the consumer must sacrifice to attain the product, such as time or money spent on transportation to acquire the product.[9]

Convenience

Like "Place" in the 4Ps model, convenience refers to where the product will be sold. This, however, not only refers to physical stores but also whether the product is available in person or online. The convenience aspect emphasizes making it as easy as possible for the consumer to attain the product, thus making them more likely to do so.[9]

Communication

Like "Promotion" in the 4Ps model, communication refers to how consumers find out about a product. Unlike promotion, communication not only refers to the one-way communication of advertising, but also the two-way communication available through social media.[9]

Environment

[edit]
Main article: Market environment

The term "marketing environment" relates to all of the factors (whether internal, external, direct or indirect) that affect a firm's marketing decision-making/planning. A firm's marketing environment consists of three main areas, which are:

  • The macro-environment (Macromarketing), over which a firm holds little control, consists of a variety of external factors that manifest on a large (or macro) scale. These include: economic, social, political and technological factors. A common method of assessing a firm's macro-environment is via a PESTLE (Political, Economic, Social, Technological, Legal, Ecological) analysis. Within a PESTLE analysis, a firm would analyze national political issues, culture and climate, key macroeconomic conditions, health and indicators (such as economic growth, inflation, unemployment, etc.), social trends/attitudes, and the nature of technology's impact on its society and the business processes within the society.[10]
  • The micro-environment, over which a firm holds a greater amount (though not necessarily total) control, typically includes: Customers/consumers, Employees, Suppliers and the Media. In contrast to the macro-environment, an organization holds a greater (though not complete) degree of control over these factors.[10]
  • The internal environment, which includes the factors inside of the company itself.[10] A firm's internal environment consists of: Labor, Inventory, Company Policy, Logistics, Budget, and Capital Assets.[10]

Research

[edit]
Main article: Marketing research

Marketing research is a systematic process of analyzing data that involves conducting research to support marketing activities and the statistical interpretation of data into information. This information is then used by managers to plan marketing activities, gauge the nature of a firm's marketing environment and to attain information from suppliers. A distinction should be made between marketing research and market research. Market research involves gathering information about a particular target market. As an example, a firm may conduct research in a target market, after selecting a suitable market segment. In contrast, marketing research relates to all research conducted within marketing. Market research is a subset of marketing research.[11] (Avoiding the word consumer, which shows up in both,[74] market research is about distribution, while marketing research encompasses distribution, advertising effectiveness, and salesforce effectiveness).[75]

The stages of research include:

  • Define the problem
  • Plan research
  • Research
  • Interpret data
  • Implement findings[12]

Well-known academic journals in the field of marketing with the best rating in VHB-Jourqual and Academic Journal Guide, an impact factor of more than 5 in the Social Sciences Citation Index and an h-index of more than 130 in the SCImago Journal Rank are

These are also designated as Premier AMA Journals by the American Marketing Association.

Segmentation

[edit]
Main article: Market segmentation

Market segmentation consists of taking the total heterogeneous market for a product and dividing it into several sub-markets or segments, each of which tends to be homogeneous in all significant aspects.[13] The process is conducted for two main purposes: better allocation of a firm's finite resources and to better serve the more diversified tastes of contemporary consumers. A firm only possesses a certain amount of resources. Thus, it must make choices (and appreciate the related costs) in servicing specific groups of consumers. Moreover, with more diversity in the tastes of modern consumers, firms are noting the benefit of servicing a multiplicity of new markets.

Market segmentation can be defined in terms of the STP acronym, meaning Segmentation, Targeting, and Positioning.

Segmentation involves the initial splitting up of consumers into persons of like needs/wants/tastes. Commonly used criteria include:

  • Geographic (such as a country, region, city, town)
  • Psychographic (e.g. personality traits or lifestyle traits which influence consumer behaviour)
  • Demographic (e.g. age, gender, socio-economic class, education)
  • Gender
  • Income
  • Life-Cycle (e.g. Baby Boomer, Generation X, Millennial, Generation Z)
  • Lifestyle (e.g. tech savvy, active)
  • Behavioral (e.g. brand loyalty, usage rate)[76]

Once a segment has been identified to target, a firm must ascertain whether the segment is beneficial for them to service. The DAMP acronym is used as criteria to gauge the viability of a target market. The elements of DAMP are:

  • Discernable – how a segment can be differentiated from other segments.
  • Accessible – how a segment can be accessed via Marketing Communications produced by a firm
  • Measurable – can the segment be quantified and its size determined?
  • Profitable – can a sufficient return on investment be attained from a segment's servicing?

The next step in the targeting process is the level of differentiation involved in a segment serving. Three modes of differentiation exist, which are commonly applied by firms. These are:

  • Undifferentiated – where a company produces a like product for all of a market segment
  • Differentiated – in which a firm produced slight modifications of a product within a segment
  • Niche – in which an organization forges a product to satisfy a specialized target market

Positioning concerns how to position a product in the minds of consumers and inform what attributes differentiate it from the competitor's products. A firm often performs this by producing a perceptual map, which denotes similar products produced in the same industry according to how consumers perceive their price and quality. From a product's placing on the map, a firm would tailor its marketing communications to meld with the product's perception among consumers and its position among competitors' offering.[77]

Product life cycle

[edit]
Further information: Product life-cycle management (marketing)
Product lifecycle, with the assumption of four major phases: introduction, growth, maturity, and decline. Curve of sales as a function of the time of the product on the market. After a plateau in sales at product maturity, a steep decline can follow.

The product life cycle (PLC) is a tool used by marketing managers to gauge the progress of a product, especially relating to sales or revenue accrued over time. The PLC is based on a few key assumptions, including:

  • A given product would possess introduction, growth, maturity, and decline stage
  • No product lasts perpetually on the market
  • A firm must employ differing strategies, according to where a product is on the PLC

In the introduction stage, a product is launched onto the market. To stimulate the growth of sales/revenue, use of advertising may be high, in order to heighten awareness of the product in question.

During the growth stage, the product's sales/revenue is increasing, which may stimulate more marketing communications to sustain sales. More entrants enter into the market, to reap the apparent high profits that the industry is producing.

When the product hits maturity, its starts to level off, and an increasing number of entrants to a market produce price falls for the product. Firms may use sales promotions to raise sales.

During decline, demand for a good begins to taper off, and the firm may opt to discontinue the manufacture of the product. This is so, if revenue for the product comes from efficiency savings in production, over actual sales of a good/service. However, if a product services a niche market, or is complementary to another product, it may continue the manufacture of the product, despite a low level of sales/revenue being accrued.[6]

Ethics

[edit]
These paragraphs are an excerpt from Marketing ethics.[edit]

Marketing ethics is an area of applied ethics that deals with the moral principles behind the operation and regulation of marketing. Some areas of marketing ethics such as the ethics of advertising and promotion overlap with media and public relations ethics.

See also

[edit]
Main article: Outline of marketing

Types of marketing

[edit]

Marketing orientations or philosophies

[edit]

References

[edit]
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Bibliography

[edit]
[edit]
Library resources about
Marketing
  • Media related to Marketing at Wikimedia Commons
  • The dictionary definition of marketing at Wiktionary
  • Quotations related to marketing at Wikiquote
  • Marketing at Wikibooks
 
 
 

 

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