So You Think You Can Innovate?

While the structure of the marketing mix may be rock-solid, the content it represents continuously changes due to digitalization and cloud computing. The product category has evolved with the Internet of Things and the concept of anti-conception via Wi-Fi. Place, once crucial in the analogue world, is no longer a requirement in the digital world with virtual reality becoming more accessible. Promotion has become Personalization, and word-of-mouth advertising is amplified via the internet. The price has become a game between the innovators and disrupted. Personnel remains stable but requires optimization with technology to support the other four Ps as optimally as possible.