SEO and The Marketing Mix

A marketing mix is a manager's controllable factors, including, the marketing actions of product, place, promotion and price that he or she can take to create, communicate and deliver value. Creating a marketing mix for search engine optimization gives the marketer a starting point and general outline of what may be done to gain awareness of the product (in this case search engines). An example of a search engine marketing mix is as follows:
Product: Offer a user friendly search engine that allows students access to hundreds of thousands of web pages of information on various topics, at a fast speed
Price: This element does not pertain directly to search engines, as it is most often a free internet tool
Promotion Strategy: a press release will help generate awareness, as well as paying to post a link of the search engine onto other websites that it relates to
Place Strategy: create a well defined web address that clearly states what the product is and make sure it is unique and will not be confused with another web address

To ensure the websites success, it is a good idea to create a forecast of expenses and create a budget so you are aware of how much money to spend in what areas of marketing and promoting your site on the internet.

Internet marketing can also be encorporated into the marketing mix as an additional tool to potentially cut down costs. It can be used to determine competitor prices, it allows your media coverage to drastically increase (provided you reach the top 10 in search engine results), you are able to post your product on other websites that allow free advertising and if you have an online store, your target market will drastically increase.

CL

Marketing, 6th Canadian Edition, Mcgraw-Hill Ryerson. F. Crane, R. Kerin, S. Hartley, E. Berkowitz and W. Rudelius