Internet Marketing: It’s More Than Promotion, Remember the 4Ps

Are you happy with the results you’re getting from Internet marketing? If you’re not, go back to basics, with the “4Ps” of marketing. You’ll be glad you did.

In a nutshell, the 4Ps are: product, price, promotion and place.

1. Product, Price, Promotion and Place

Every marketing course teaches the 4Ps; these four keys are fundamental. They give you a way to think about your marketing. When you have these basics in place, your efforts have a much greater chance for success.

If you’re doing affiliate marketing for example, think about the product you want to promote in terms of the 4Ps before you decide to promote it. If the product is too expensive, or isn’t being promoted, then it may not make money for you.

Selling your own information or other product? Make sure you get the product right — it has to be appropriate for its audience. Think about the price, and test various price points.

2. Position the Product for Its Price

Positioning is vital. Think about the product. Who would use it? When you know who the end-users are, you can promote the product effectively.

For example, let’s say you’re thinking of promoting a digital camera which sells for $5000. The market for this digital camera will be both amateur photographers and professionals. The amateur photographers who pay this amount of money for a camera are real enthusiasts.

They probably belong to a camera club, and enter their photos in competitions. This gives you a clue about positioning. In your promotions, position it as the “ultimate” enthusiasts’ choice. If possible, talk to people who use the camera, and know its foibles.

Check out camera clubs and competitions online, and promote the product on those sites. Don’t forget off-line promotions too, many clubs have newsletters so it’s a good idea to buy some ads in these publications.

3. Promotion Not Working? Improve the Product, or Promote Something Else

Sometimes no matter what you do you just can’t sell a particular product. This happens. Remember the 4Ps: go over them again. You’re sure to find that you made a minor error in one of them. Correct the error, and try again.

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