Digital marketing mix specific to the IT field

• Author: Patrutiu Baltes L.
• Pages: 33-44

Bulletin of Transilvania University of Braşov

Series V: Economic Sciences • Vol. 9 (58) No. 1 - 2016

Digital marketing mix specific to the IT Field

Loredana PATRUTIU BALTES1

Abstract: In a world in which digitalization seems to monopolize more and more the

business environment, IT companies are the ones which have initiated and felt the most its

impact. If, for many companies, digitalization of the marketing strategy is a very attractive

option, for IT companies it becomes a “sine qua non” condition. In this context, the

traditional marketing mix has undergone extensive transformations and the marketing

strategy of the companies has been rethought for the digital environment. Without this

adjustment, any marketing strategy will fail in the future. This article presents the 4 basic

policies (product, price, placement, promotion policies) of the marketing mix adapted to the

digitalization context, which can be valid for any company that wants to explore the benefits

of the digital market, and especially for IT companies.

Key-words: Digital mix marketing (product, price, distribution, promotion), IT companies

1. Introduction

Both the business environment and its related strategies have suffered huge changes

due to the expansion of the digitalization worldwide. As Esther Dysan, president of

EDventure Holdings Inc. said: “The Internet is not just another sales channel. It is

not just a means of advertising. It is a tool that fundamentally changes the way a

company does business, takes orders from its customers and gives them value”

(Kotler et al., 2009).

Becoming a necessity in the business environment, in general, digitalization

will have an exponential growth in the future. In this context, companies in all areas

are forced to adapt their traditional marketing strategy to the digital environment.

IT companies which were the pioneers of digital marketing, having the

necessary both technical and material resources, are very interested in the use of

online marketing.

Thus, for most small and medium size IT companies, digital marketing is the

only direction of marketing, while for IT leaders, the digital marketing approach

represents a competitive advantage. In this context, the trends in digital marketing

are set by companies such as: Google, Facebook, LinkedIn, Amazon, Yahoo, etc.

1 Transilvania University of Braşov, lore_baltes@yahoo.com