Peran Bauran Pemasaran dalam Era Digital Menurut Philip Kotler

The digital era has brought about a significant shift in the way businesses operate, particularly in the field of marketing. The traditional marketing mix, as proposed by Philip Kotler, has been redefined to adapt to the digital landscape. This article will delve into the role of the marketing mix in the digital era according to Philip Kotler.

The Evolution of the Marketing Mix

The marketing mix, also known as the 4Ps - Product, Price, Place, and Promotion, has been a cornerstone of marketing theory for decades. However, with the advent of the digital era, Philip Kotler expanded this concept to include three additional Ps - People, Process, and Physical Evidence. This 7P model is more comprehensive and better suited to the digital age, where customer interaction and experience play a pivotal role.

The Role of Product in the Digital Era

In the digital era, the product is not just about the physical goods or services that a company offers. It also includes digital products like apps, websites, and digital services. According to Kotler, in the digital era, the product should be customer-centric, meaning it should be designed based on the needs and wants of the customers. This approach ensures that the product is relevant and valuable to the target audience.

The Importance of Price in the Digital Age

Price, according to Kotler, is more than just the monetary value of a product. In the digital era, price also includes the time, effort, and emotional cost that a customer incurs while purchasing and using a product. Therefore, businesses need to ensure that their pricing strategy not only attracts customers but also provides them with value for their money, time, and effort.

Place in the Context of Digital Marketing

In the digital era, place is no longer confined to a physical location. It now refers to any platform or channel where a customer can interact with a business or purchase its products. This could be a website, social media platform, or an e-commerce site. Kotler emphasizes the need for businesses to have a strong online presence and to be accessible to customers wherever they are.

Promotion in the Digital Landscape

Promotion, in the digital era, is about more than just advertising. It involves engaging with customers through various digital channels and using content marketing, social media marketing, email marketing, and SEO to reach and attract customers. Kotler suggests that businesses should focus on creating engaging and relevant content that resonates with their target audience.

People, Process, and Physical Evidence: The Additional Ps

People refer to both the employees of a company and its customers. In the digital era, businesses need to focus on building strong relationships with their customers and providing excellent customer service. The process refers to the systems and procedures that a business uses to deliver its products or services. It should be efficient and customer-friendly. Physical evidence, in the digital context, refers to the tangible aspects that customers can see, touch, or experience, like the design of a website or the user interface of an app.

In conclusion, the marketing mix in the digital era is a dynamic and complex concept that requires businesses to be customer-centric and to adapt to the changing digital landscape. According to Philip Kotler, businesses need to focus on all seven Ps to be successful in the digital era. This approach ensures that businesses are not only reaching their target audience but also providing them with valuable and relevant products and services.