How to define the right marketing mix for your online store

The definition of marketing is placing the right product, at the right place, at the right time, and at the right price in front of your potential customers. This same approach can be taken when marketing products in an e-commerce store. Let’s look at the basic elements of the marketing mix:

Promotion

One consideration is how the product will be promoted on the site. Will it get front page placement? Will it be above the fold? Another option is to give the product its own landing page. Most e-commerce shopping cart software support different landing pages and product pages for the same product.

Price

The pricing is another important factor. Look at the value of the product and the potential discounts that can be offered. Use the features of your cart e-commerce shopping to price the products differently at different times. For example, offer additional discounts during the holidays, reminders for repeat purchases and even accessories for the same price.

Process

Once the promotion aspect is complete then look at the sales process. Online shoppers are very fickle and can abandon the process for the slightest issue. The site might not be informative enough or the checkout process might not be seamless enough. These are just a couple of examples of how important the process is to complete the sale. Look at the whole process step by step and adjust accordingly.

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