Technology and

Marketing Mix
Tripura and Vivashwath
Does technology affect the marketing mix?

● In today’s market technology is being integrated into the marketing mix which in turn
presents new ideas and opportunities for businesses to market their products.
● It brings frequent changes to all four parts of the marketing mix.
● Product: it may change to respond to new technology such as added features on a
phone.
Promotion: social media marketing and viral marketing are used to promote the products
that the business markets.
● Pricing: businesses are allowed to gather info on their customers purchasing habits
which means dynamic pricing can be used to increase revenue by changing prices.
● Place: the internet has provided places where the customer can buy products from the
comfort of their home.
Use of social media and internet for promotion

1. Target's demographic groups who will share product information through viral
marketing.

2. Target customers will see the advert when they go on social media sites such as
instagram and facebook.

3. Information can be updated regularly.

4. Reaches groups that are difficult to approach any other way.

5. Very cheap to advertise your product.

Disadvantages to using social media for promotion
1. It can alienate customers if they find the adverts annoying.
2. Businesses have to pay for advertising if using pop ups.
3. Potential customers may not use social media.
4. Potential customers may not see the website as the page may come at the
bottom of the long list of results while using a search engine.
5. Relies on customers to find the website.
6. Design costs of the website may be high.
What is E-commerce

What is E-commerce?
➔ E-commerce, also known as electronic commerce or internet commerce, refers
to the buying and selling of goods or services using the internet, and the
transfer of money and data to execute these transactions.

1. The Involvement of Internet has revolutionized sales across the world for a
variety of products
2. However not all products flourish through e-commerce, specialization and
personalization can be a challenge. That’s why it’s absolutely vital to
understand how e-commerce affects both businesses and consumers
E-commerce & Business: Threats and Opportunities
Threats to the Business
(DISADVANTAGES)
➔ Costs of setting up the online
platform
➔ Constantly updating the online
platform
➔ No direct consumer contact
➔ Excessive and extreme competition
➔ Shipping and Transport costs
Opportunities for the Business
(ADVANTAGES)
➔ Low cost promotion
➔ Global Coverage
➔ Larger access, covering lot of
consumers
➔ Shops are not required, some
businesses can solely depend e-
commerce
➔ Businesses can also easily make an
online purchases of supplies and
materials from other businesses (B2B
is easy)
E-commerce & Consumers: Threats and Opportunity
Threats to consumers
(DISADVANTAGES)
➔ Continuous internet access
required
➔ Lack of instant gratification
(Touching/Feeling the product)
➔ Identity Theft
➔ Technical Problems
➔ No personal contact
Opportunities for the consumers
(ADVANTAGES)
➔ Convenience
➔ Easy comparison
➔ Easy to make payments
➔ Wider choice and variety
➔ Competitive prices