PRINCIPLES OF INTERNET MARKETING MARKETING CONSIDERATIONS

IT IS A CHANNEL STRATEGY

Digital marketing is a channel strategy

• Informed by insight on customer channel behaviour and marketplace activity

• Objectives for future online and offline contribution % should drive strategy

• Channel strategy thrives on differentials, value creation

• BUT, need to manage channel integration ( online, offline)

Alignment - digital marketing strategy

defines

• Hit on channel leads & sales targets

• Improve efficiency of Acquisition, Conversion, Retention

• Prioritise audiences targeted through channel

• Communicate benefits of using digital channels

• Deliver relevant experiences through a content or engagement strategy

PHYSICAL “4P”S ARE MOVING TO VIRTUAL “4E”S

Promotion

Price

Place

Product

Evangelism

Exchange

Every Place

Experience

4Ps moving to 4Es

FROM PRODUCT TO EXPERIENCE

FROM PLACE TO EVERY PLACE

FROM PRICE TO EXCHANGE

PRICE to “IN” EXCHANGE WHAT ARE THE WANTS FROM CUSTOMER

Attention Span

Engagement Permission

IN EXCHANGE THEY GET ?

Convenience and Customization

FROM PROMOTION TO EVANGELISM

A Brand’s larger entity

Cultural/Behavioral /Social Truth

Online Marketer of the Future

Experience – evaluate your

Customer Journey

Everywhere – create an

idea with no TV or print

Exchange – calculate the value of your

Customer

Evangelism – bring passion to your brand

through engagement

PPC

Emailing

Social And

Business Networking

Localization and

Customization

Brand Recovery

CUSTOMERIZATION

Consumerization is the growing tendency for new information technology to emerge first in the consumer market and then spread into business and government organizations. The emergence of consumer markets as the primary driver of information technology innovation is seen as a major IT industry shift, as large business and government organizations dominated the early decades of computer usage and development.

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PRINCIPLES OF INTERNET MARKETING MARKETING CONSIDERATIONS