Internet Marketing Mix
Internet
Marketing
Mix
Ivan Surjanovic, ivan@ipowerlab.com
Copyright 2014 by iPower Lab
www.ipowerlab.com
Marketing Mix
Internet Marketing Mix
‘Marketer is like a chef in a kitchen … a
mixer of ingredients’ (Bartels)
Strategic Marketing Process
1. Vision
2. Situation Analysis
3. Objectives
4. Strategies and Tactics
5. Implementation
6. Evaluation & Control
Internet Marketing Mix
From the 4Ps of Jerome McCarthy to the 7Ps
4Ps : Product, Price, Place, Promotion
7Ps = 4Ps plus:
Internet Marketing Mix
5. PEOPLE
Internet Marketing Mix
6. PROCESS
Internet Marketing Mix
7. PHYSICAL EVIDENCE
(Experience)
Marketing Mix
Internet Marketing Mix
PRODUCT
Internet Marketing Mix
PRODUCT / SERVICE HAS CHANGED!
- More customized
- Digital format
- More targeted (“long tail marketing”)
Internet Marketing Mix
Products in digital format:
-
books
music
movies
games
software programs
phone apps
photos
training
consulting
various online services (e.g. online surveys)
Internet Marketing Mix
PRICE
Internet Marketing Mix
PRICING HAS CHANGED!
-
Greater price competition
More flexible, dynamic pricing
More interactive, customized
Lower cost (overhead cost, communication cost,
menu cost, consumer search cost)
- Online auctions
- Other strategies: tips/donations, bundling,
add-ons
- Finally, FREE products and services
Internet Marketing Mix
PLACE
Internet Marketing Mix
PLACE / DISTRIBUTION HAS CHANGED!
- Digital delivery (books, consulting, seminar,
training, music, movies)
- Internet enables creation of new markets
- More direct
Apple’s Channel Strategy
Direct via apple.com
Indirect via online retailer
Apple
Online retailers
(e.g., BestBuy.com)
Consumers
Direct via Apple stores
Indirect via offline retailer
Offline retailers
(e.g., Best Buy)
Internet Marketing Mix
PROMOTION
Internet Marketing Mix
PROMOTION HAS CHANGED!
-
More interactive
More personalized
More permission (and less interruption) based
More creative, more versatile
More direct
More social / viral marketing
Internet Marketing Mix (Part Two)
40 Ways to Promote
Your Website
Marketing Mix
Internet Marketing Mix (Part Two)
40 Ways to Promote Your Website:
Promotion off your site
(on other websites)
Internet Marketing Mix (Part Two)
40 WAYS TO PROMOTE YOUR WEBSITE
1. Keyword advertising
2. email marketing
3. eNewsletter marketing
4. Online ads
5. Link building & directories
6. Blogs & forum participation
7. e-mail signature
8. Free articles, reports
Internet Marketing Mix (Part Two)
40 WAYS TO PROMOTE YOUR WEBSITE
9. Online press releases
10. Webinars
11. Referral programs
12. Craig’s list
13. eBay
14. Mobile apps
15. Loyalty programs
Internet Marketing Mix (Part Two)
40 Ways to Promote Your Website:
Promotion on your own sites / web
properties
(auto promotion)
Internet Marketing Mix (Part Two)
40 WAYS TO PROMOTE YOUR WEBSITE
16. Search engine optimization (SEO)
17. Interesting, updated CONTENT
18. NEWS
19. Share this
20. FAQ
21. Free products/services/downloads
22. Virtual tours, galleries
23. Tip / fact / photo of the day
Internet Marketing Mix (Part Two)
40 WAYS TO PROMOTE YOUR WEBSITE
24. Calendar
25. Database
26. Contests
27. Live chat
28. Survey / poll
29. Interactive features (login, upload, comment)
30. Micro websites
Internet Marketing Mix (Part Two)
40 WAYS TO PROMOTE YOUR WEBSITE
31. Facebook page
32. Twitter page
33. Google Plus page
34. Blog
35. LinkedIn page
36. YouTube page
37. Pinterest page
Internet Marketing Mix (Part Two)
40 Ways to Promote Your Website:
Offline promotion
Internet Marketing Mix (Part Two)
40 WAYS TO PROMOTE YOUR WEBSITE
38. Promotional materials (mugs, t-shirts,
magnets, pens)
39. Company’s business documentation (business
cards, invoices, fax)
40. Radio / TV / newspaper advertising
Internet Marketing Mix
Thank You!
Ivan Surjanovic, ivan@ipowerlab.com
Copyright 2014 by iPower Lab
www.ipowerlab.com