The New Marketing Mix

We’re all familiar with the 4 P’s of marketing Product, Price, Place and Promotion but in today’s Internet age of Social media, Web 2.0 and ROI is the old marketing mix still cutting it?

Surely the 4Ps still have some place in the world of marketing if anything as the basis for marketing but long gone are the days of a marketplace where the store vendor knew everyone of his customers personally. Where interaction was on a one to one level with real human voice and physical connection, despite the promise of a one to one website application.

Today the customer is clearly in the drivers seat with both hands on the steering wheel, which is why marketers need to add a 5^th P to the marketing mix, Persuasion.

The New P – Product, Price, Place, Promotion and Persuasion

• What specifically helps a user make a choice?
• What information tells your prospect why they should believe your product or service is the best solution for their problem?

This is where Persuasion comes in. But first let me make one thing clear. By persuasion I don’t mean some sort of trickery or manipulation. Persuasion focuses on your prospects experience with your product or service. It’s what makes a Browser into a Customer. Persuasion focuses on making a prospective buyer comfortable and increases his or her trust level with your brand. The greater the trust the greater the likeliness your browser will buy.

Persuasive Design

Visual persuasion removes roadblocks, improving visual communication. Verbal persuasion provides the right content, in the right way at the right time. The combination of verbal and visual is what makes up persuasive design and can greatly encourage your prospects to take action.

Everything Old is New Again

Persuasion is what takes the place of the vendor at the corner store who once knew everyone of his customers personally. That old marketplace vendor was the embodiment of trust and ease of use. Both visual, if he needed to conduct a product demo, and verbal, with his reassurance and commitment behind his product, all at once.

How are you using Persuasion in your marketing mix?

• Is your website strategy integrated with your sales cycle?
• Does your Web site reflect your offline brand?
• Have you clearly defined what you want customers to do online?
• Are customers accomplishing those tasks on your site?
• Can customers find the information they need on your site?
• Do your online marketing efforts have a major impact on your bottom line?
• Photo via Flickr by Martin Cathrae

Discover the 3 funnels that can help your health supplement business succeed.