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Q. We often hear that the concept of the marketing mix isn’t that useful any 

longer in this era of ‘customer first’. What’s your view on its relevance today? Are 

there any particular aspects of the mix which lend themselves to refining online?

Roberto Hortal:

 The marketing mix is a conceptual framework, and as such it is use‑

ful since it enables a common language to be used in the planning, execution and 

measurement of a number of coordinated activities that deliver the desired Marketing 

outcomes.  Customer‑  centricity demands that organisations become a lot better at col‑

lecting and reacting to customer insight and adapt their offering to best suit an  ever‑ 

 growing number of narrowing customer segments – ever approaching the ideal of the 

completely personalised product. As complexity increases exponentially, it is crucial to 

be able to rely on tried and tested concepts like the marketing mix.

I use the basic components of the marketing mix (such as the Four Ps) at work 

daily, and as such for me the marketing mix remains a practical tool. In a digital envi‑

ronment routinely identifying and profiling individual consumers over time and adapt‑

ing to their needs and wants, the 4 Ps become elastic. Is my website a Place, or is it 

an integral part of the Product? When more efficient digital channels directly influence 

my ability to Price, do Place and Price become synonymous? This elasticity needs to 

be managed effectively to avoid the pitfalls of too rigidly applying the model. One must 

always challenge the validity of every tool in the digital marketing armoury; adding, 

changing and discarding as business and customers evolve. Proposed evolutions of 

the marketing mix concept (such as the Four Cs) may ensure it remains relevant today. 

My personal view is we’re still some distance from seeing the end of its useful life.