The 14 Ps of Mixed Media Marketing - Part 1

Your business may be familiar with the 4 Ps of marketing: Product, Price, Place and Promotion. Focusing on 4 areas of a marketing strategy simply does not do justice to modern mixed media marketing online and offline. We represent this marketing approach in this image. How many square shapes can you see?

9? There are actually 14, so we use the 14 Ps of marketing. This is the unique foundation of mixed media marketing. In our next blog posts we will be introducing these 14 Ps to you. There is no mystery to what each of these Ps mean. It is being able to determine what are the 14 Ps and how each should be implemented into your marketing strategy that is the key to marketing both online and offline effectively. The first P is “Planning”

Planning
This first P is central to marketing. Marketing strategy is about planning based on research. A marketing plan:

• Determines the market and people to target
• Understands the business environment
• Organises the marketing activities
• Distributes the marketing budget
• Monitors the results

The marketing plan is critical to everyone involved in your company. All of your business decisions will be based on it. Keep in-mind that this is a changing document and may need adjusting according to the market’s needs or other unforeseen constraints.

Every component of the marketing strategy must be planned as much as possible. This will show that your business knows what it wants because you have researched the options and made a decision. For example; shopping around for printing or radio time at the time you need to implement a promotion will cost the business more than if it were researched and scheduled ahead of time. And the end result may not be as good because it was rushed. Messages, scheduling, design work and distribution for instance, all need planning.

It takes time to plan. But the marketing and the business will run effectively and efficiently with a good plan when it comes time for it to be implemented.

There are different types of marketing plans depending on what you need to focus on and how performance is measured. Some are very financially detailed, market share oriented or sales focused. When you think about marketing your business, think about planning. As the saying goes: Failing to plan is planning to fail.

Remember, Attractum® is right here to advise your business about its marketing plan. With over 20 years of business development experience we can draw up a comprehensive marketing strategy starting from research, product development, branding and advertising including implementation and monitoring. The full package.