Module 3 has been all about the customer journey, how has it evolved and how it’s been affected by digital in the marketing mix. The traditional funnel has changed, it has been reshaped. In fact, there is no longer a funnel. The Path to Purchase is not linear anymore. Continue reading
Jerome McCarthy’s 4Ps are out of date. In the digital era we need to revisit Product, Price, Place and Promotion.
Consumers nowadays have many ways to satisfy their needs, and these ways are very linked and influenced by digital channels. We can access other customers reviews very easily; the place is not one only place anymore. We can also compare prices within a click. We demand useful information and help to do the things we want to do. Continue reading