ROLE OF DIGITAL MARKETING IN MODERN MARKETING MIX STRATEGIES: A CONCEPTUAL ANALYSIS

The study explores the evolving role of digital marketing within the traditional marketing mix framework. As technological advancements and changing consumer behaviors redefine marketing landscapes, digital channels have become integral to product promotion, distribution, pricing strategies, and even product development. This conceptual analysis aims to integrate digital marketing into the classic 4Ps (Product, Price, Place, Promotion) model, offering a contemporary perspective on explaining the relevance of digital tools and strategies to reshape the marketing mix. The study concludes with implications for marketers and recommendations for future research.