{"id":4016,"date":"2014-05-08T18:22:08","date_gmt":"2014-05-08T18:22:08","guid":{"rendered":"http:\/\/www.marketingteacher.com\/digital-marketing-product\/"},"modified":"2023-12-04T20:39:42","modified_gmt":"2023-12-04T20:39:42","slug":"digital-marketing-product","status":"publish","type":"post","link":"https:\/\/marketingteacher.com\/staging\/5483\/digital-marketing-product\/","title":{"rendered":"Digital Marketing Product"},"content":{"rendered":"<h1>Digital Marketing Product<\/h1>\n<ul class=\"lessonlinks\">\n<li class=\"lesson active\"><a href=\"https:\/\/marketingteacher.com\/staging\/5483digital-marketing-product\/\">Lesson<\/a><\/li>\n<li class=\"exercise\"><a href=\"https:\/\/marketingteacher.com\/staging\/5483digital-marketing-product\/\">Exercise<\/a><\/li>\n<li class=\"answer\">Answer<\/li>\n<\/ul>\n<p>We&#8217;ve already considered <em>product<\/em> as part of the marketing mix.   Two previous tools for   product decision-making have been introduced &#8211; <a href=\"https:\/\/marketingteacher.com\/staging\/5483the-product-life-cycle-plc\/\">Product   Life Cycle (PLC)<\/a> and the <a href=\"https:\/\/marketingteacher.com\/staging\/5483three-levels-of-a-product\/\">Three   Levels of a Product<\/a>.    Both of these tools are equally applicable to the context of <strong>digital marketing<\/strong>,   and can   be easily applied to include digital marketing and product.<\/p>\n<h2>C and D\t&#8211; Online Innovators<\/h2>\n<p>Online Innovators come in two forms:<\/p>\n<ul>\n<li>C &#8211; <em>Online Innovators<\/em> are <strong>existing businesses<\/strong> that see a benefit to launching new and innovative products, brands,   services or solutions online by leveraging new technology. Existing   businesses have a wealth of knowledge and learning that underpin their   moves onto the Web. Remember, the Internet is not a business paradigm   shift (at least not yet) and so current business approaches are often   adapted for the Internet. Existing businesses have experience.<\/li>\n<li>D &#8211; <em>Online Innovators<\/em> are <strong>start-ups<\/strong> that   seize the opportunity to launch new and innovative products, brands,   services or solutions online. Despite not having as much knowledge and   learning as some of their competitors, they are flexible and can move   much more quickly.  Start-ups often lack experience.<\/li>\n<\/ul>\n<p>For example a product marketed solely online will go through a life   cycle in the same unpredictable   way as a product marketed through any traditional channel (PLC).    Products marketed online will have a <em>core<\/em> benefit to the consumer, be an <em>actual<\/em> tangible   product, with <em>augmentation<\/em> that adds value   such as insurance, warranties and so on (Three Levels of a Product).   Although tools actually   specify the term &#8216;product,&#8217; they can be easily adapted to include   brands, services or solutions.<\/p>\n<p>The digital marketing Product\/Business Matrix (depicted below) should be   used in conjunction with   Product Life Cycle (PLC) and the Three Levels of a Product. It   represents an additional tool for   audit that bridges existing businesses and new online start-ups, and   existing products and new   products. It allows marketers to categorise those marketing on the   Internet as an Online Extender,   an Online Alternative, an Online Innovator (Existing Business), or an   Online   Innovator (Online Start-Up). Let&#8217;s take a look at it in more detail.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" src=\"\/image\/content\/emarketing_product.gif\" alt=\"digital marketing Product\" class=\"large yellow aligncenter\" \/><\/p>\n<h2>A &#8211; Online Extender<\/h2>\n<p>An <em>Online Extender<\/em> is an <strong>existing business<\/strong> that has a strategy whereby it extends its   marketing activities to the Internet.  It could be any traditional,   terrestrial organisation   that has historically grown through using traditional channels of   distribution to get existing   products, brands, services or solutions to market.<\/p>\n<h2>B &#8211; Online Alternative<\/h2>\n<p>The <em>Online Alternative<\/em> is a new <strong>start-up<\/strong> that   uses the Internet as an original channel of   distribution to get products, brands, services or solutions, currently   available elsewhere, to   market. Some segments may be better targeted with this online   alternative, for example remote or   fragmented markets.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>We&#8217;ve already considered product as part of the marketing mix. Two previous tools for product decision-making have been introduced &#8211; Product Life Cycle (PLC) and the Three Levels of a Product. Both of these tools are equally applicable to the context of digital marketing, and can be easily applied to include digital marketing and product.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","footnotes":""},"categories":[11],"tags":[],"class_list":["post-4016","post","type-post","status-publish","format-standard","hentry","category-digital-marketing"],"_links":{"self":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts\/4016","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/comments?post=4016"}],"version-history":[{"count":2,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts\/4016\/revisions"}],"predecessor-version":[{"id":7576,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts\/4016\/revisions\/7576"}],"wp:attachment":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/media?parent=4016"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/categories?post=4016"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/tags?post=4016"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}