Online Marketing Strategy and Marketing Mix in the Digital Era

Abstract

This article analyzes the application of online marketing strategy and the marketing mix in the context of the digital economy. Starting from the premise that digitalization has fundamentally changed consumer behavior, the study examines the main digital channels — social media, SEO, Google Ads, and email marketing — as well as the adaptation of the 4P model (Product, Price, Place, Promotion) to the online environment. The research employs a descriptive-analytical methodology, combined with a case study on Moldcell, a Moldovan telecommunications operator. The results demonstrate that an integrated digital strategy, anchored in measurable KPIs and supported by real-time data analysis, generates competitive advantages in terms of reach, cost-efficiency, and customer loyalty. The article concludes by identifying current trends — including artificial intelligence, advanced personalization, and social commerce — as defining directions for the near-future evolution of digital marketing. CZU: [316.472.45:004.738.5]:339.138; JEL: M31, M37, L81, O33