Right off the top, it’s good to clarify that marketing includes PR and advertising. Let’s say marketing is the umbrella that generally covers five areas, known as the 5 Ps:

Product – definition and description of the product
Price – setting the price
People – the intended target, including the sales and customer service teams
Place – sales network, distribution (where the product is sold)
Promotion – methods: advertising, PR, social media, etc.

The 5 Ps are also called the marketing mix. Some SMEs focus on the 4 P mix, especially if they’re not selling directly to the consumer.

Product – definition and description of the product
Price – setting the price
Place – where the product is sold
Promotion – methods: advertising, PR, social media, etc.

As for the 7 P mix, this often involves companies that specialize in the quick sale, such as inventory liquidation.
Along with the 5 Ps come the following two concepts:

Process: From setting up to customer prospecting to selling the product
Physical Proof: using testimonials confirming a product’s effectiveness and quality

Of course, you can also classify Process under Place and Physical Proof under Promotion.
Are you familiar with inbound marketing?
For us, inbound marketingis very much a part of the marketing mix. This strategy is about creating content to attract visitors to your website. It could easily belong to the P of Promotion.
This strategy, offered by digital marketing agencies (online agencies), consists of preparing landing pages that tell potential customers about services or products. Each of these pages generally contains a call to action such as:

signing up for a newsletter to get a free PDF;
purchasing a product, sometimes within a limited time;
or asking for a call back to try a solution.

The possibilities here are endless and, as you may have already seen, every digital agency has its own inbound strategy. I find this aspect of online marketing fascinating because you can test out this type of strategy with a very limited budget.
I’ll definitely be covering this in more detail in an upcoming podcast.
I hope you enjoyed this episode, and that this PR/marketing moment stimulates your creativity.
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