Digital marketing mix specific to the IT field

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.