What Is Marketing Mix?

Updated: October 25, 2023
by TJ Salvatore

Let's talk about the marketing mix, shall we? We're talking the classic 4Ps here: Product, Price, Place, and Promotion. When I started in marketing, these were the bread and butter of our strategic planning. Sure, there are fancy new versions like the 7Ps, but today I want to stick with the basics, because they're still just as relevant. At the end of the day, it's about creating a combination that makes your product irresistible to customers, right?

Let's kick things off with digital advertising. In 2021, digital ad spend in the U.S. skyrocketed to $190 billion, marking a 17% increase from the previous year. The upward trend makes it clear that digital isn't just an alternative; it's becoming the main stage.

What Is Marketing Mix?

1. Product

First off, let's chat about the Product. This is what you're selling, whether it's a physical item, a digital download, or a service.

The big question here is: what problem does your product solve for the customer?

I once marketed a water-resistant Bluetooth speaker, and we focused on its durability and portability. A speaker is a speaker, but ours was designed to withstand beach trips, tailgating, and other outdoor events. The product's features were all tailored to solve a specific problem: the need for durable, portable sound outdoors.

Product Choices for Affiliate Marketers

First up, the Product. As an affiliate marketer, the product isn't something you create, but it's what you promote. Your choice should resonate with your interests or expertise. Trust me, it’s easier to talk about, blog about, or vlog about something you genuinely like or know a lot about.

When I started in affiliate marketing, I decided to promote hiking boots. Why? Because I’m an outdoor enthusiast and I know what makes a good boot. Knowing your product inside and out gives you a sense of authenticity, and people pick up on that, right?

2. Price

Price is another biggie. I used to think that lower prices were the way to win customers, but I've learned it's not that simple. You've got to consider your brand's position in the market, as well as the perceived value of your product.

When I worked on a premium kitchenware line, we opted for a higher price point. We figured that a higher price would signify better quality, and we were right. Customers were willing to pay more for something they believed would last longer.


Decoding the Price

Price is a variable that you have little control over in affiliate marketing. But you can choose to promote products that fit well with users' budget.

For instance, I once switched from promoting high-end hiking boots to more budget-friendly options when I realized a significant chunk of my readers were beginners. My commissions were smaller per sale, but the increased volume made up for it. It’s all about striking a balance, don't you think?

3. Place

Place is about where you sell your product. It’s not just about online or offline; it's also about the specific channels you choose.

I remember marketing a line of craft beers and deciding to sell them only in boutique liquor stores and specific bars, not just any supermarket. Why? We wanted to build a perception of exclusivity and quality. You've got to be where your customers are, but also where your brand can shine, right?


Virtual Real Estate Matters: Your Platform

Place is crucial even in the digital landscape. In affiliate marketing, ‘place’ refers to where you're promoting the affiliate products. Is it a blog, a YouTube channel, or social media? Each platform has its pros and cons.

According to a 2022 study, 55% of consumers watch video content every single day, and 72% would rather watch a video to learn about a product or service than read text. If you're not investing in video marketing, you might be missing out on a big slice of the consumer pie.

I started with a blog but quickly realized a YouTube channel was more my speed. It gave me the space to do detailed product reviews and ‘how-to’ guides on using the boots in different terrains. The idea is to pick a platform where your skills shine and your visitomers' frequents.

4. Promotion

Finally, there's Promotion, which covers all the ways you get the word out about your product. Ads, social media, PR - the works. You’ve got to keep your target market in mind, for sure.

When I was promoting an eco-friendly cleaning brand, we didn't just plaster ads everywhere. We targeted social media platforms frequented by environmentally conscious users and invested in content that spoke about sustainability, not just cleanliness.

Nailing the Promotion Game


When we talk about Promotion, it's all about how you communicate. In affiliate marketing, it’s not just about saying “Hey, buy this!” It’s about building trust.

The power of email marketing isn't waning anytime soon. For every $1 spent on email marketing, companies are seeing an average return of $42. That's a jaw-dropping 4200% ROI, suggesting that if you're not utilizing email, you're likely leaving money on the table.

But not just email marketing. Tactics like SEO and social media shoutouts are hugely valuable.

I always aim to give value first - offering hiking tips, trail guides, and then casually mentioning the boots I use, linking them through my affiliate code. Authenticity is your best bet. Nobody likes being sold to, but people do like buying things that solve their problems.

The Magic is in the Mix

The 4Ps need to work in harmony. Your Product needs to be amazing, but if it's priced too high or promoted in the wrong places, you're doomed. If I've learned anything, it's that you can't focus on just one P and ignore the others. They're a package deal. When I successfully marketed that premium kitchenware, the product was top-notch, the pricing matched its premium status, the places we sold it reinforced its high-end appeal, and the promotions we ran targeted customers who valued quality over price.

So, marketing mix isn't just some academic concept; it's the nuts and bolts of what makes a marketing strategy click. And that makes all the difference in how your product performs in the market, don’t you think?

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About the author 

TJ Salvatore

A freelancer. A nomad. An LGBTQ and animal rights activist. Love meeting new people, exploring new styles of living, new technologies and gadgets, new ways of making money.

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