In this video tutorial, Noah Elkin explains the use of the original 4 Ps of marketing—product, price, placement, and promotion—as a starting point for anchoring your strategy. Then learn how using the new 4 Ps of marketing—portability, personalization, proximity, presence—can focus your strategy for a mobile-oriented world.
- [Instructor] Wondering where and how to start developing…your mobile strategy?…A good place to begin is with some…high-level conceptual tools.…These will help you focus your thinking.…In this video we're gonna talk about some conceptual pillars…of marketing strategy you should consider.…They're part of the framework you'll use…throughout and after the strategy formulation process.…So let's turn our attention to some…classic marketing theory.…We're gonna take a short ride in the way back machine…all the way to 1960.…That year Professor E. Jerome McCarthy…of Michigan State University…debuted his theory of the Marketing Mix,…proposing that business success…is governed by four key variables,…product, price, placement, and promotion.…
In marketing circles these have come to be known…as the four Ps.…Not long after that in 1965…Gordon Moore, the cofounder of Intel,…made an equally interesting observation.…The number of transistors in an integrated circuit…was doubling approximately every two years.…In other words, the then-nascent semiconductor industry…
- Explain the importance of quality content when it comes to mobile marketing.
- Describe the ways in which mobile is both innovative and disruptive.
- Determine your brand’s mobile readiness.
- Use SWOT analysis as the framework for assessing your brand.
- Give examples of how to turn data into insights.
- Cite the three steps for implementing a mobile strategy.
- Describe why you might want to consider working with external partners.