,
,
, Lecture 1 - Beyond selling
Marketing today goes far beyond selling or advertising. It represents an integrated set of activities,
institutions, and processes designed to create, communicate, deliver, and exchange offerings that provide
value not only to customers but also to partners and society at large (France, 2022).
In recent years, marketing has become increasingly data-driven, interactive, and adaptive, reshaping how
organizations build long-term competitiveness.
Components of the Digital Marketing Mix
Place
Price
Promotion
People
Process
Product
Physical Environment
These seven elements remain foundational, yet between 2022 and 2025 they have been transformed by
rapid technological progress and shifting consumer expectations.
By 2035, artificial intelligence (AI), immersive environments such as the metaverse, and predictive
analytics are expected to redefine how each component contributes to value creation (van Elst, 2023). For
example, “place” now includes hybrid realities where consumers navigate seamlessly between physical
and virtual retail, while “process” emphasizes automation and algorithmic decision-making.
Digital Channels Compared to Traditional Channels
Digital
o Seamless global distribution without intermediaries
o Intangible nature of digital products
o Low marginal cost for reproducing products
Pro-active
o Consumers co-create and influence all stages of the value chain
Real-time and archival
o Instant access to interactions
o Long-term availability of digital records
Ubiquitous
o Constant connectivity across locations and devices
Networks
o Participation in online communities and platforms with vast, often anonymous, user bases
Since 2022, these characteristics have become even more pronounced with the dominance of mobile-first
usage, blockchain-based transactions, and decentralized platforms. By 2035, the expectation is that
networked ecosystems will blur the boundaries between firm-driven and consumer-driven innovation.
,
, Lecture 1 - Beyond selling
Marketing today goes far beyond selling or advertising. It represents an integrated set of activities,
institutions, and processes designed to create, communicate, deliver, and exchange offerings that provide
value not only to customers but also to partners and society at large (France, 2022).
In recent years, marketing has become increasingly data-driven, interactive, and adaptive, reshaping how
organizations build long-term competitiveness.
Components of the Digital Marketing Mix
Place
Price
Promotion
People
Process
Product
Physical Environment
These seven elements remain foundational, yet between 2022 and 2025 they have been transformed by
rapid technological progress and shifting consumer expectations.
By 2035, artificial intelligence (AI), immersive environments such as the metaverse, and predictive
analytics are expected to redefine how each component contributes to value creation (van Elst, 2023). For
example, “place” now includes hybrid realities where consumers navigate seamlessly between physical
and virtual retail, while “process” emphasizes automation and algorithmic decision-making.
Digital Channels Compared to Traditional Channels
Digital
o Seamless global distribution without intermediaries
o Intangible nature of digital products
o Low marginal cost for reproducing products
Pro-active
o Consumers co-create and influence all stages of the value chain
Real-time and archival
o Instant access to interactions
o Long-term availability of digital records
Ubiquitous
o Constant connectivity across locations and devices
Networks
o Participation in online communities and platforms with vast, often anonymous, user bases
Since 2022, these characteristics have become even more pronounced with the dominance of mobile-first
usage, blockchain-based transactions, and decentralized platforms. By 2035, the expectation is that
networked ecosystems will blur the boundaries between firm-driven and consumer-driven innovation.
