Author: Franz Malten Buemann

A good advise is: Just do it! Build a separate landing page for each target of your campaign. Because otherwise it’s like, “The campaign actually works, but it doesn’t convert well on the website.” Example: the campaign successfully drives traffic to the regular website and then it doesn’t deliver what was promised or is too complicated or too inflexible. Websites often have too much different content and directions, the customers are confused, do not feel picked up – and bounce. Right? What do you think?
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What makes a successful marketer?  One who succeeds in determining the right product and positioning, setting the right price, and using the right method for promoting it. Unfortunately, these achievements are not an easy feat and require a lot of research and effort to make work. If you aren’t able to achieve even one of…
The post Understanding the Marketing Mix Concept – The Four Ps appeared first on Benchmark Email.

At this point, most marketers know that Google’s Chrome browser will stop supporting third-party cookies in early 2022. The purpose is a noble one: guard against unauthorized tracking of individuals across the internet. But moving away from third-party cookies also poses a challenge. Their primary usefulness is grounded in providing rich insights into user journeys across the web; finding new ways to gather those insights requires both marketers and customers to adapt.
That’s why Salesforce Pardot developed a first-party tracking service that allows customers to keep providing personalized experiences based on user journeys and continue serving relevant content at the right time.
What is a third-party cookie?

The general purpose of a web cookie is to store data within a user’s internet browser that a website or web service can access on subsequent visits. For instance, an online vendor may use a cookie to identify a user so that user can maintain their shopping cart between site visits.  
Third-party cookies are cookies set by a service provider that doesn’t share the same root domain as the website. Think about the practice of embedding a video player service (videoexample.com) into a page on your website (example.com) that stores the time watched so a user can restore their view across sessions. Since the video service doesn’t share a domain with the website, the cookie set by the service would be a third-party cookie.
Why are third-party cookies going away?
While third-party cookies are often used to provide better customer experiences, they also pose significant privacy risks.  
Can you think of a time when a product ad seemed to follow you across websites? Third-party cookies made that possible. They also enable Cross-Site Request Forgery, which forces users to complete unwanted actions on web applications in which they’re currently authenticated.
In an effort to become more privacy-friendly, all major web browsers are ending their third-party cookie support. Safari and Firefox have already discontinued use. But the biggest impact will come when the market leader, Chrome, ends their support in early 2022.
How will this impact engagement tracking in Pardot?
In a soon-to-be-cookieless world, first-party tracking can help you maximize the data you collect firsthand from customers, so you can continue to provide the personalized marketing experiences they expect. However, moving from a third-party to first-party tracking approach will result in a few key impacts to engagement tracking in Pardot.
The main one is that Pardot customers will be unable to track visitors anonymously across domains. This will be true for everyone moving to first-party tracking, whether they?re a Pardot customer or using another platform. This means:

When a customer visits firstbrand.com, then secondbrand.com, two visitors will be created by Pardot.
The customer will need to complete a form on both domains for this information to be linked.

The second big impact is that Pardot customers will have to align the domains for all of their assets in a campaign to properly track the user journey. Domain alignment will be key to maximizing engagement data in a cookieless world.
Aligning domains to maximize tracking
Let’s consider a typical campaign that includes an ad, a landing page, form, whitepaper, and an email.

The only way to track this entire journey is to ensure that all the links and assets share the same root domain as the tracker domain. For example, if your campaign website is sampledomain.com, then the root of the tracker domain must also be sampledomain.com. Otherwise, your activity insights will be incomplete.
Preparing to migrate to first-party tracking
When converting to first-party tracking, a little planning will go a long way. We recommend completing these steps ahead of time:

Assess your web properties to see which tracker domains you may be missing for domain alignment, and fill any gaps.

Note which websites you’re currently tracking to identify where you’ll need to replace the Pardot tracking code.

Review your Pardot-hosted content and ensure domain alignment. Pardot-hosted content will use first-party tracking as soon as it’s turned on. 

Turning on first-party tracking in Pardot
You can turn on first-party tracking with just a few clicks. First, go to the Pardot Settings edit page (or Account Settings in classic Pardot).

To enable first-party tracking, simply click on the “Use First-Party Tracking” setting. 
By default, the “Use third-party cookies with first-party tracking” setting will turn on at the same time. You can use this setting to help make the transition smoother and preserve existing visitors.
The “Use third-party tracking” setting controls the legacy tracking functionality, from accepting activity for pages with the old tracker code to removing the old tracker code generator on the Campaigns page. We recommend turning this off after you’ve fully converted to first-party tracking to avoid potential confusion.
Configuring tracker domains for first-party tracking
The good news is that creating tracker domains hasn’t changed much. The main differences are:

You need to set a default campaign
The location of the tracker code generator is different

Setting a default campaign
When you set a default campaign, you’re setting a primary campaign for your tracker domain. This means you can change the campaign without changing the tracking code. Select the default campaign by clicking “Edit” for each tracker domain on the Domain Management page.
Finding tracking code generator
The tracking code generator is now located on the Domain Management page, just below the “Tracker Domains” configurations.

Simply select the tracker domain and the platform will auto-generate the appropriate tracker code for you to place on your website. Remember to select a tracker domain that aligns with your website’s domain or that activity won’t be tracked. 
Keep learning
Now that you have a better understanding of first-party tracking, don’t wait to start your migration assessment!
Find tips for implementing Pardot’s first-party tracking in our help documentation.
Find more context on the changing browser privacy landscape in this blog post.
This blog post is part of our security, privacy, and technology series.

If you’ve been a marketing professional for years now, learning about the four Ps of marketing might seem like a throwback to you.
However, for those of us who work in the industry but didn’t study marketing in college, it’s entirely possible you haven’t heard of the marketing mix.
Below, let’s learn about the four Ps of marketing and how they’re still relevant in today’s marketing landscape.

The four Ps are meant to help marketers consider everything about a product or service when they’re deciding how to market it for their business. Framing your marketing around the four Ps will help you learn what the competition is doing and what customers want from you.
You can use the four Ps to answer questions about the product, price, place, and promotion of your product or service.
For example, you can ask yourself:

Product: How does your product meet your customer’s needs?

Price: What is the value of your product?

Place: Where are customers looking for your product?

Promotion: How can you differentiate your product from competitors?

Thinking about your marketing in terms of the four Ps will help you strategize how to reach your customers. The four Ps of marketing are also known as the marketing mix.
To develop a marketing mix, you’ll need to think about how you can uniquely position your brand amongst the competition. The most important part of thinking about the marketing mix — or the four Ps of marketing — is to understand the customer, the competition, and your company. You’ll evaluate your product and how to promote it.
But getting started isn’t easy. That’s why we’ve created the ultimate collection of marketing mix templates you can use to visualize your marketing mix and share it with your employees or investors. Use the templates to organize your initiatives and activities by the right section.
Featured Resource: Marketing Mix Templates

Click here to download the templates for free.
Use the template to follow along with the 4 Ps of marketing below.
The 4 Ps of Marketing (Example)
1. The First P of Marketing: Product
When you think about your product, consider exactly what you’re selling. Is it a specific product? Or is it a service? Your product can be a physical product, an online app, or a service such as house cleaning. Really, anything that you’re selling is the product.
Then, think of your brand messaging, the services you offer, and even packaging. When you define your product, think about what problem your product solves for your customers. Consider how your product is different from competing products. What features are unique to your product?
It’s important to know your product intimately so you can market it.
Product Example
We’ll use Marketing Hub as an example.
What is it? “Marketing automation software to help you attract the right audience, convert more visitors into customers, and run complete inbound marketing campaigns at scale — all on one powerful, easy-to-use platform.”
Who is it for? Modern marketers who juggle too much data and who are stuck with impossible-to-use software solutions that make their job harder, not easier.
Which features does it have? Marketing Hub offers blogging, SEO, social media management, email marketing, and ad tracking tools in a single, intuitive platform.
What problem does it solve? Marketing Hub simplifies the marketing automation process for busy marketers by bringing all data and tools under one roof.
2. The Second P of Marketing: Price
When it comes to price, you have to consider how much you’re going to charge customers for your products or services. Of course, you need to make a profit.
When coming up with your pricing strategy, you also need to think about what competitors are charging for the same product or service and how much customers are willing to pay. You can also think about what discounts or offers you can use in your marketing.
When you decide on a price, you want to think about perception. Do you want to be known as a cost-effective option in your industry? Or perhaps you’re a luxury brand and the price is slightly higher than competition on the market. Keep in mind that pricing SaaS products is a little different than pricing physical products.
Either way, the language you use to market your product will be greatly impacted by the price of your product.
Download a sales pricing calculator for free.
Price Example
Marketing Hub is priced to grow with you as you grow.
We offer the following subscription tiers:

$0/month (Free)

$45/month (Starter)

$800/month (Professional)

$3,200/month (Enterprise)

3. The Third P of Marketing: Place
When it comes to place, this might mean the physical location of your company, but it could also be defined as anywhere you sell your product, which might be online.
The place is where you market and distribute your product.
Remember that not every place makes sense for every product. For example, if your target market is seniors, then it won’t make sense to market on TikTok. It’s important to choose the right places to market your product and meet your customers where they’re at.
Think about possible distribution channels and outlets you could use to sell your product. Be sure to take into account whether your business is B2B or B2C.
At this point, you’ll need to think about how to market your product on all the various channels that make sense for your company.
Place Example
As a provider of a SaaS product, we offer Marketing Hub directly on our website.
Marketers can sign up for Marketing Hub by creating an account directly on our platform. We’ve created a convenient sign-up page for free subscriptions — or they can request a demo from our friendly sales team.
4. The Fourth P of Marketing: Promotion
Promotion is the bread and butter of marketing. This is when you’ll think about how to publicize and advertise your product.
Additionally, you’ll discuss brand messaging, brand awareness, and lead generation strategies.
When it comes to promotion, keeping communication in mind is of the utmost importance. What messages will resonate with your target market? How can you best promote your product to them?
Think about where, when, and how you’ll promote your brand.
Promotion Example
We want to be where marketers are. Most importantly, we want to help them grow in their careers — as well as grow their businesses.
Our inbound marketing strategy will focus primarily on organic acquisition. We’ll promote Marketing Hub over the following channels:

The HubSpot Marketing Blog

HubSpot Academy

Facebook

Twitter

Instagram

YouTube

LinkedIn

Use the 4 Ps of Marketing to Create a Winning Marketing Strategy
Even though marketing has changed since the four Ps were developed, the foundational elements of the industry haven’t. You can apply the concepts of the marketing mix to create winning marketing strategies that help you profitably launch and promote your company’s products.
Editor’s note: This post was originally published in October 2020 and has been updated for comprehensiveness.

For the last year and a half, many of us have gotten used to doing everything — including shopping — from home.
Now, it seems full reopenings are closer than ever in the U.S. as the CDC now says that fully vaccinated Americans no longer need to wear masks or social distance unless there is a federal, state, local, workplace, or tribal mandate requiring them to.
But as cities, offices, stores, and restaurants reopen to full capacity, many of us are beginning to think about how life will be after the global pandemic ends.
As an individual, a post-pandemic world might be quite exciting to think about. But, as a marketer, entrepreneur, or manager, you might be wondering, “Will shopping go back to normal after reopenings?”
To help brands in the U.S. navigate and plan for reopenings, we used Lucid to ask more than 300 North American consumers, “Which best describes how you’ll shop once businesses fully reopen after COVID-19 shutdowns?”
The results might or might not surprise you.
Data Source
Just over one-third, or 35% of respondents say they’ll “shop almost completely online.” Meanwhile, 21% predict they’ll do an even mix of online and in-store shopping, while 18% will primarily shop online but go to stores when they’re convenient.  
If you’ve built a strong brick-and-mortar brand, don’t panic. First of all, this is just one general consumer survey with a small pool of respondents. Additionally, aside from the respondents who plan to do a mix of online and in-store shopping, 21% of respondents plan to shop primarily or completely in physical stores after economies fully reopen. Had we asked about specific products or polled people in another country, the results might have been different. 
While this is just one data point to think about, it’s worth noting because it shows that there will likely be a strong interest in online shopping — even when every physical store re-opens to full capacity.
So, how can you navigate changing future shopping behaviors? Whether you run or work for an online or physical business, here are a few tactics to embrace.

How to Reach Shoppers After Reopenings
1. Launch or expand on your website.
Even if you can’t launch a robust online store yet, a basic website can allow potential customers to discover you online, learn more about your business, and find your contact information.
Once you have a basic website that explains what your brand does, how they can reach you, and where you’re located, you can continue to optimize it for audiences by adding:

Pricing pages that explain the price range for each of your services or higher-priced products.
Images or videos of your team providing a service, your store, new products people can find there, or customers who consent to be featured on your site.
A few blog posts that give more information about your brand, topics related to your brand, or tips related to your industry. For example, if you sell construction products, your blogs could give people tips for simple fixes they can make at home without needing to hire a professional.
A landing page or contact form where people can contact you for more information, a product demo, or to schedule a service.

For more about what audiences look for when they visit a business’s website, check out this data-filled blog post.
2. Consider adding online shopping or ordering options.
Not a tech-savvy web expert who can create their own online store quickly? That’s okay, If you’d like to explore selling products online, there are still tools that can help you,
During COVID-19, many online shopping platforms emerged to help brands sell products or services online. While many restaurants began to leverage delivery or pick-up order apps, small stores and boutiques could build stores with tools like Shopify, Facebook Shops, and Instagram Shops.
But, although having an online store might be a great idea, it does pose its challenges. For example, you’ll want to make sure your shipping and delivery strategy is ready for online orders so you don’t sell out if a product or service is very popular. You’ll also still need to spend some time putting product shots, descriptions, and your store’s basic design together.
If you’re not ready for an online store or service just yet and want to continue to vet the idea, you can keep reading for other tips that don’t require a full ecommerce experience. If you’re ready to launch your first online store, check out our Ultimate Guide to Ecommerce.
3. Embrace online marketing.
Even if you don’t have an online store, you should still consider leveraging social media, review sites, and email marketing to spread the word about your business online.  
If you’re completely new to the world of web marketing, a great place to start is by setting up a free Google My Business profile. This will allow your business’s name, address, details, website, and reviews to show up when people are looking for products or services you sell in your area.
From there, you can also consider venturing on to review sites like Yelp, while encouraging happy customers to give you reviews there.
If you’ve already taken the steps above, the next places to embrace will likely be social media and email marketing. Through these channels, you can let customers know about sales or new offerings, send them helpful content related to your brand, or share happy customer stories. This way, even if you don’t have an online store, people will be able to gain awareness for your brand on the web.
4. Immerse your audience in virtual experiences.
During the early days of shutdowns, we saw a handful of physical brands come up with ways to bring virtual experiences or product offerings to their audiences and customers.
For example, Planet Fitness offered gym members videos from personal trainers, hair studios guided customers as they gave themselves haircuts over video calls, and petting zoo patrons could pay for animals to attend their conference calls.
There are plenty of creative ways to bring virtual experiences to your audiences. And, while you can’t always charge for them, they could certainly grow your online awareness and help more prospective customers learn about your brand and physical store.
5. Prepare your physical business for new shopping behaviors.
Although we’d love to imagine the world going completely “back to normal” overnight, this will still take time. People will likely continue to remain cautious even if they’re vaccinated and their state is loosening regulations.
For example, customers will likely still want to see that businesses are making efforts to keep them safe. In 2020, a McKinsey Report suggests just this as many consumers said they’re more likely to buy from companies that show care for their customers.
With data like McKinsey’s, you’ll still want to take some precautions by following the most updated CDC guidelines — which can be found here.
Aside from getting your business ready for health-conscious customers, you’ll also want to zone into strategies you can use to make it convenient for customers.
As we saw in our consumer poll above, 18% — or almost one-fifth of our survey pool — said “I’ll primarily shop online but will shop in stores if they’re more convenient.” This means that if you have products or services that aren’t easily accessible or often sold out online, you might earn customers that would have otherwise shopped on the web.
The data above could be good to consider as you determine which services, products, or sales you’ll market when you fully reopen. If there’s something shoppers can get in-store that they couldn’t get online — like a product, in-person testing, or another interesting experience, be sure to tell your audiences that.
Diving into Digital Transformation
Because the global pandemic has accelerated many digital transformations that were already underway, it’s essential to embrace at least some digital strategies when running or marketing a brand — even if it is brick-and-mortar.
Luckily, because so many businesses are pivoting to digital tactics, there are plenty of free or affordable tools that can help you embrace online marketing.
Aside from tools, HubSpot also offers a handful of free downloadable templates and resources for marketers or entrepreneurs at every level, like the one featured below.