The digital marketing mix is a traditional framework created to help marketers plan their marketing approach using the 7 p’s. This framework has been used since the 1960s when it was originally created by E.Jerome McCarthy as the 4 p’s (promotion, price, product and place). However, marketing is fast pace and constantly changing. In 1981, Booms and Bitner developed this framework to the 7ps and added people, processes and physical evidence. Today, we have to evolve the 7 p’s and adapt it to digital marketing.
This is a case study of how TOMS utilises the 7ps to create an effective marketing strategy.
TOMS is a worldwide brand. TOMS have their own shops around the world and a website where its products are sold. TOMS are also sold in many major retailers including Amazon, Schuh and OFFICE. TOMS is a global brand and therefore many of its products are sold through it’s own website. However, being sold on third party sites such as places as popular and widely used as Amazon, increases the marketing value for TOMS. This is because people are more likely to already be on Amazon because of its high status and then come across TOMS products.
TOMS use promotion to add digital value to their service using product. For example social Media (Twitter, Facebook and Instagram) and their website. The social media sites are used to inform and persuade. TOMS main social media strategy is to promote and advertise their new products using alluring images. TOMS social media pages are used to provide regular updates updates which is also an element from one of the 7 p’s, people. Social media is a key way of connecting with their audience.
TOMS use Twitter to re-tweet images customers have taken illustrating customer satisfaction. In addition, Twitter is utilised as a quick and easy way to inform customers of any suitable information. For example TOMS tweeted ‘Our apologies for order processing issue emails some customers received & call wait-time. We’re working to resolve & will provide updates’. They then later tweeted ‘Update: Order processing issue emails were sent in error & orders will be shipped as expected; you do not need to call in. Thx for patience!’ Although, the content is stating a problem, TOMS have used Twitter as a platform to show they have identified that their is an issue which is trying to be solved. This keeps customers up to date and as a result, enhances customer experience.
TOMS use promotion to add digital value to their product by creating a wider narrative. TOMS have a promotion called One for One; with every TOMS product bought, TOMS help a person in need. The One for One promotion was created with the company. This is promoted on their website, as well as their Twitter, Facebook and Instagram logo. The One for One promotion is a key part of TOMS marketing, it makes it more than just about their products.
TOMS website has two sections; ‘shop’ and ‘how we give’. This illustrates the importance of the promotion for the company by narrowing down the selection of choices by just two (One for One), their products and the wider narrative (their charitable promotion). The ‘how we give’ section has emotive videos of the different ways the One for One promotion helps those in need. This helps capture the emotions of their audience, the videos make it more real as it is physically showing people how the company aid in improving peoples lives and how their customers can help personally if they buy a TOMS product.
In addition, under the ‘how we give’ section, TOMS have a blog. The blog goes into more detail about the promotion. The blog works well with the videos as they are using these different modern-day methods to illustrate the same message of how they help someone in need. The blog and videos help bring the promotion to life and involve their audience.
The One for One promotion is also heavily advertised on many of their social media posts mixing promotion and product to create a strong marketing strategy. The posts go beyond TOMS core product. TOMS most recent tweet to date, is an image of a man and his watch with the caption ‘They’re back! For every #TOMS band for Apple Watch purchased, we will help provide one year of solar light! More: http://toms.sh/2fV0o1d ‘ Although TOMS are advertising the watch (product), they use their One for One promotion to change the tone and make it a more selfless post (giving to others in need). This can also be connected to people. CEO and co-founder of Smart Insights, Dr Dave Chaffey, suggests that your company website should have a 90/10 ratio of service to sales pitch. Using this One for One promotion is TOMS way to advertise their product but not forcing it onto people.
Furthermore, TOMS One for One promotion also takes into consideration Price. TOMS shoes generally cost more than most canvas slip on shoes. However, the brand is now largely identified with their promotion. Therefore, TOMS customers do not mind spending more money if it means helping someone in need. TOMS use this charitable status to compete with their competitors.
In regards to process, TOMS website is easy to use and thus simple to navigate around their page. The price is clearly stated beneath the photo of each product. Underneath the ‘Shop’ section of the website, it is split into Women, Men, Kids and Gift Cards. You do not find out the cost of delivery until the end when you go to buy the product.
TOMS buying process is very similar to other e-commerce websites like Amazon. You can add to your bag, checkout and then provide your details. You can add a promotional code once you are at checkout.
Lastly, TOMS demonstrate a variety of ways they gain physical evidence of trust from their customers on their website.
On the bottom of TOMS website their is a section called ‘Get help’, within this section you can track your order, see the returns policy and get contact information. This immediately demonstrates that TOMS have a good level of trust from their audience, particularly as you are able to track your package which provides reassurance, increases reliability that you will receive your purchase and of the company in general.
Within the returns page, TOMS provide FAQ making the process easier for a buyer to return their purchases. They also state the customers right to cancel under law which earns more trust from their reader as it is informing them of what they are entitled to.
The contact information under the ‘Get help’ section lists a variety of ways you can contact someone. It provides telephone numbers with their opening times, live chat, their Twitter account and email, illustrating that they are more than willing to answer any queries someone may have through the most suitable platform for the customer.
Another way TOMS display evidence of trust on their website is their ‘Find a store’ section at the bottom of the website (also illustrating place). This shows physical evidence that the company does exist and that you are able to find a store nearest to you.
TOMS use of physical evidence also mixes with people, as ‘people buy from people’ and TOMS use physical evidence to gain trust from their audience.
Anna Osborne 