What Are the 4 Ps of Digital Marketing?

Battersea Web Expert
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Marketing a product or service is only possible if you consider the four Ps. These are the price, product, promotion, and place of a product or service.

The four Ps, also known as the marketing mix or the marketing mix, are constrained by external and internal factors. They interact significantly with each other.

Companies use the four Ps to identify critical factors in their business. These include what consumers want, how their product/service meets those needs, how it is perceived in the marketplace, how they differ from other competitors, and how they interact with their customers.

Understanding the Four Ps

Neil Borden was the one who popularized the concept of the marketing mix and the ideas that would become known as the four Ps in the 1950s. Borden was an advertising professor from Harvard University. His 1964 article, “The Concept of the Marketing Mix,” demonstrated how companies use advertising techniques to engage consumers. Companies still use the concepts Borden popularized decades later to promote their products and services.

Borden’s original ideas were influential in business. They were refined and improved over time by other industry leaders. E. Jerome McCarthy, a Michigan State University marketing professor, developed the concepts in Borden’s book and invented the term “4Ps.” This term is still being used today. McCarthy also co-wrote “Basic Marketing: a Managerial Approach” in 1960. This book further popularized the notion of the 4Ps.

The marketing mix was initially created to help companies address physical barriers that prevent widespread product adoption. The Internet has enabled businesses to achieve greater integration between consumers and companies, and some of these barriers have been overcome. The original 4 Ps, people, process, and physical evidence, are now more relevant to current marketing trends.

The Four Ps


A product is a service or good that a company provides to its customers. A product should be able to meet existing consumer demand. A product might be so compelling that people feel they must have it. This creates new demand. Marketers need to be able to comprehend the product’s life cycle. Business executives also need to plan how they will deal with consequences at each stage. Partially, the product type determines how much businesses charge, where it should be placed, and how they should promote it on the market.

Many of the most popular products in their market have been the first. Apple, for example, was the first company to develop a touchscreen smartphone that could play music, browse the Internet and make phone calls. Apple has stopped releasing public figures on the iPhone’s sales since November 2018. The iPhone’s total sales reached $2.2 billion as of November 1, 2018. Apple announced that it had sold its one billionth iOS device on November 22, 2014. Apple also announced that they are close to selling their two-billionth iOS device in 2018.


The price is the cost that consumers pay to purchase a product. Marketers need to link price to a product’s perceived and real value. However, they must also consider supply costs and seasonal discounts as well as the prices of competitors. Sometimes, business executives will raise the price to give the product a luxurious appearance. They may also lower the cost so that more people can purchase the product.

Marketers must also decide when and how much discounting is appropriate. While a discount may attract more customers, it can also make the product seem less exclusive or luxurious than initially priced.

UNIQLO is a Japanese clothing company that produces casual wear. Like other famous brands like Zara and Gap, UNIQLO makes everyday-use clothes at a low price.

UNIQLO is unique because it creates high-quality, innovative products. This is possible by purchasing its fabric from material manufacturer partners. It also ensures stable, high-quality materials at a low cost by ordering large quantities and continually searching for the best quality and most affordable material in the world. It also negotiates directly with its manufacturers and has formed strategic partnerships with innovative Japanese manufacturers.

UNIQLO also contracts its production to partner factories. Because it doesn’t own the factories it uses, UNIQLO has the freedom to switch production partners as the best location for production changes. The company also employs skilled textile artisans, which it sends to partner factories worldwide for quality control. Production managers also visit factories once per week to address quality issues.


A company’s decision about where to sell their product or how it should be delivered to the market is called a place decision. Business executives have one goal: to get their products to the most likely to purchase them.

This may be used to place a product in specific stores. However, it can also refer to the product’s placement on a particular store’s display. The station could include developing television programs, films, or web pages to draw attention to the product.

GoldenEye, the 1995 James Bond movie, was the seventeenth installment. This was the first Bond movie not to feature an Aston Martin car. Instead, Pierce Brosnan, a British actor, got in a Z3 BMW. BMW received 9,000 orders for Z3s in the first month following the release of the film.


Public relations and promotion include advertising, marketing, and promotional strategies. The purpose of promoting a product is to explain to consumers why they are interested in it and why they should be willing to pay a specific price.

To reach their core audience, marketers tend to link promotion and placement elements. The digital age is where promotion and placement factors are equally important. It is essential to know where the product appears on company websites or social media and what search engines trigger targeted ads.

Absolut, a Swedish vodka brand, sold just 10,000 cases of vodka in 1980. The company sold 4.5 million cases of vodka by 2000, thanks to an iconic advertising campaign. The campaign featured Absolut’s iconic bottle, which was portrayed as a series of surreal images, including a bottle with a circle, a bottle made of stone, and a bottle with a halo. This Absolut advertisement campaign, which ran from 1981 to 2005, is the longest-running continuous ad campaign. Choose Battersea Web Expert for best ad campaign service provider