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8. Digital Marketing and Digital Marketing Mix

  • 2023
  • OriginalPaper
  • Chapter
Published in:
Author
S. Umit Kucuk
Published in
Visualizing Marketing
Publisher
Springer International Publishing

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Abstract

The chapter begins by discussing the traditional marketing mix elements, known as the 4Ps, and how they have been transformed by the digital revolution. It highlights the shift from traditional marketing to digital marketing, focusing on the new digital marketing mix elements, or 4Cs: connectivity, content, community, and commitment. The author redefines digital marketing and explains how these new elements interact with traditional marketing elements. The chapter also discusses the hierarchy of consumer digital needs and the interaction between traditional and digital marketing mix elements. It concludes by emphasizing the importance of understanding these new value drivers to keep up with the transforming digital marketing world.
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previous chapter Marketing Mix Modeling and Coordination
next chapter Connectivity
Title
Digital Marketing and Digital Marketing Mix
Author
S. Umit Kucuk
Copyright Year
2023
Book
Visualizing Marketing

Print ISBN: 978-3-031-18214-3

Electronic ISBN: 978-3-031-18215-0

Copyright Year: 2023

DOI
https://doi.org/10.1007/978-3-031-18215-0_8
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