Reassessing the Marketing Mix Through the Lens of Digitalization

The digital transformation of the economy compels businesses to put digitalization at the top of the agenda. The focus is particularly on solutions that entail consumption experiences along the integrated customer journey. This new agenda also emphasizes the necessity for a shift in the marketing mix to match revolutionary changes in the consumer journey and expectations. Although the traditional marketing mix consisting of 4Ps has long been criticized for its weaknesses and alternatives were proposed to remedy its shortcomings, it remains unclear how the fundamental functions and instruments of marketing should be adopted to a disrupted experience under digitalization. This particularly entails the lack of co-creational context in makeovers of the concept, through which the disruption along all processes is taking place. In this vein, our ongoing study presents a new marketing mix model via the perspective of digital transformation and its influence on market participants, exploring the question using a lens of 4Ss, namely, solutions, smartness, speed, and semiotics.