Markkinamalli

Markkinamalli is a strategic framework describing how a company plans to reach and persuade customers, deliver its offering, and capture value through marketing activities. It translates the business ambition into actionable choices about who to target, what to offer, how to communicate, and what channels to use. A markkinamalli typically encompasses the target segments or buyer personas, the value proposition, the messaging and positioning, the distribution and communication channels, pricing and promotions, and the metrics used to assess performance. It is closely linked to the broader business model and go-to-market strategy and serves as a guide for marketing execution as well as budget allocation.

In practice, several models and concepts influence markkinamallit. Classic marketing mixes such as the 4Ps or 7Ps provide a structure for product, price, place, and promotion (and services extensions). Digital and inbound marketing approaches add funnel-based views of the customer journey, from awareness to consideration, conversion and retention, often emphasizing content, search, social media, email, and marketing automation. Markkinamalli is typically developed iteratively, through customer research, competitive analysis, and testing, with adjustments based on performance data.

A markkinamalli is distinct from the business model it supports; rather, it is the marketing-oriented plan that explains how the product or service will be offered to the market, funded, and measured over time.