Is Online Presence a Form of Marketing Mix Tool?

I think we can all agree that the internet has changed the way we live, work, and play. The way we connect with others, share information, and stay connected to what’s important to us. It’s impacted politics, business, and society in unimaginable ways. One of the more recent phenomena that the internet has introduced is the rise of influencer marketing.

Influencer marketing relies on individuals, identified as influencers, to promote brands and products. Essentially, an influencer is someone who has a large and engaged audience, usually online platforms like YouTube, Instagram, or Twitter.

These online platforms allow influencers to communicate with their audience via videos, Instagram stories, or tweets. Through these various platforms, influencers can become wildly popular and, as a result, increasingly powerful. They can influence the buying decisions of millions of people worldwide. The influence they wield is often incredibly important to brands and businesses seeking to gain market share. After all, if you want to sell something, people want to be persuaded to buy it. So, how does influencer marketing fit into the big picture of marketing and digital marketing in 2020?

I do believe that the answer is in the digital marketing mix.

I’m sure you’re familiar with the 4Ps of marketing (Product, Price, Place, and Promotion). You know, the basics of marketing. Well, the 4Ps model doesn’t quite work in the world of digital marketing. There’s no point selling a product that no one knows about or can’t obtain, right?

Instead, we have the concept of the marketing mix. With the marketing mix, you define the fundamentals of your digital marketing strategy. You consider various methods of communication (Digital Marketing Mix Components), platforms (Measuring Success with the Marketing Mix), and channels (Growing Your Business via Influencer Marketing). Taking this strategy makes your work easier. You know what to focus on.

Since influencer marketing is just one form of digital marketing, what are the essentials of a marketing strategy, aimed at using influencers to gain market share?

Target Audience

As I mentioned above, influencers can have a profoundly influential audience. These individuals can become a powerful weapon for your brand. But, as with any advertising campaign, you must first consider who you’re trying to reach. What is their demographic, psychographic, and digital marketing context?

This is especially important because, as businesses evolve and become more digital, marketing to individuals changes. In 2020, your target audience might not be what they were a few years ago. The way customers behave, perceive value, and seek out products changes. That’s why it’s important to stay abreast of the latest trends and consumer behavior.

If you find that your audience is shifting towards a more digital or online presence, then it’s time for you to reevaluate your strategy. Do you need to adjust your tactics to stay relevant? Or, do you see the opportunity to reinvent your strategy and use influencers to gain market share in a different way?


Just as with traditional marketing, you need to consider the various platforms your audience uses. In today’s world of digital marketing, these are called channels. Channels are simply the methods by which you’ll reach your audience. There are many different channels available to you. Consider these:

  • Blogs
  • Twitter
  • Instagram
  • Facebook
  • YouTube
  • Pinterest
  • Reddit
  • Quora
  • Stack Overflow
  • Dribbble

These are just a few of the many possible channels you could use to reach your audience. Remember, not all forms of digital marketing will use all of these platforms. So, you need to consider what’s most relevant to your niche. Additionally, you should research which platforms your target audience uses, the size of your audience, and how engaged they are.

I would recommend starting with blogs. These can be very effective if used correctly. If you’re looking to grow your personal brand in the service of a business, you might want to consider starting a blog. You can then integrate your blog into your broader online presence, using platforms like Medium, WordPress, or Google¬†Blogger. You should also look into affiliate marketing, which earns you a commission when someone clicks a monetized link or buys a product that’s promoted on your blog.

Depending on your niche, you might want to consider using one of the many different social media platforms for marketing. The important thing to keep in mind is that although these are social platforms, your target audience is still primarily consumers, interested in what you have to say.

Digital Marketing Mix

The digital marketing mix is made up of four essential elements:

  • Digital Marketing Strategy: this is your plan to use various digital platforms to gain market share. It can include identifying your target audience (who you’re trying to reach), the tactics that will help you reach them, and the metrics you’ll use to determine your success.
  • Marketing Plan: this is your map to reach your target audience. It will include the platforms you’ll use to gain maximum reach, the content you’ll produce, and the distribution strategy.
  • Marketing Activities: these are the things you’ll do, in the coming months, to promote your product. Think of these as the tactics you’ll use to drive real results. For example, you might want to create a Facebook ad, or run a Google Adwords campaign.
  • Measurement Plan: this is your road map to properly measure the success of your campaign. It will include measuring your target audience, content performance, and the return on investment (ROI) of your campaign.

To create a solid marketing plan, it’s important to consider what you already know, what you don’t know yet, and what you need to do to find the answers you’re looking for. The key to creating a successful marketing plan is by putting the right team in place. A reputable marketing agency can help you develop a viable marketing strategy. They can work with you to decide what needs to change, and then help you make those changes efficiently and effectively.