Lesson 2: Digital Technologies and the Marketing Mix

BUSM099 Lecture 4: Digital Technologies and the Marketing Mix and the revision material show how digital tools reshape product, price, place, promotion, and people/process/physical evidence.

• Product/service: digital channels support customisation, new services, and rapid feedback.
• Price: data and flexible systems support tailored or dynamic pricing.
• Place: websites, marketplaces, mobile channels, and integrated routes extend distribution.
• Promotion: interactivity, personalisation, measurement, and real-time adjustment strengthen communication.
• People, process, physical evidence: digital service design must align staff roles, workflows, interfaces, trust, and evidence of quality.

Extensions such as the 5Is, 4Cs, and 4Es help interpret digital marketing through interaction, customer value, experience, and engagement. Technology is an enabler of strategy, not a substitute for market analysis or clear objectives.