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The Zengenti Guide to Digital Marketing ebook cover image

Where does your website fit into your marketing mix?

Your website plays a key part in each element of your marketing mix. But, few marketers have the experience required to master this complex channel. We’ve put together this e-book packed with straightforward advice to help marketers lead the way in creating websites that customers love and that drive results.

This is for you if:

  • you’re familiar with traditional marketing concepts, but aren’t sure how to manage a website effectively
  • or: you need to overhaul your digital marketing strategy and don’t know where to start
  • or: you want to be able to communicate more effectively with your web agency or in-house team

Find out how to:

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Become more competitive without dropping your prices.

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Keep your website up-to-date and increase your return on investment.


Get new features and areas of your website to market faster.

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Create enough content for all the channels your customers are using.

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Personalise marketing content without scaring away customers.

What it says:

  • “Customer expectations are evolving as quickly as web technologies. You can only keep up with these expectations if you are agile and quick to change. Recognising the importance of your website and treating it like a product helps to ensure you satisfy your user’s expectations and stay one step ahead of the competition.”
  • “A well designed, regularly updated, and user-friendly website is more pleasant to use, strengthens your brand, and enhances your reputation. So much so that it can even increase the perceived value of your product or services. Delivering a good customer experience can also help you improve customer retention – saving you money, and potentially giving you scope to lower your pricing as you look to gain an advantage over your competition.”
  • “In the traditional marketing mix, place is synonymous with distribution – how a product gets from the manufacturer to the consumer. But, the way people prefer to research and purchase products has changed. Suppliers need to consider not only where customers are located, but when they are looking to make a purchase, and what influences their decision.”
  • “While the digital revolution has given marketers powerful new tools, it has also empowered consumers with a wealth of information. Added to that, more people now own a mobile device than a desktop – ushering in an expectation of immediacy. Customers expect to be able to research a product, place an order, or get in touch with salespeople whenever they feel like it.”