Internet Marketing Mix Ivan Surjanovic, ivan@ipowerlab.com 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  

7. PHYSICAL EVIDENCE (Experience) Internet Marketing Mix 7. PHYSICAL EVIDENCE (Experience)  

Marketing Mix

Internet Marketing Mix PRODUCT

PRODUCT / SERVICE HAS CHANGED! Internet Marketing Mix PRODUCT / SERVICE HAS CHANGED! - More customized - Digital format - More targeted (“long tail marketing”)

Nikeid.com

Products in digital format: 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)

As Chris Anderson points out in his book "The Long Tail", the future of business is selling small quantities of a very large number of items. The future of Internet marketing "isn't in hits, the high-volume head of a traditional demand curve, but in what used to be regarded as misses--the endlessly long tail of that same curve". Amazon, is a prime example of "long tail marketing". The idea is to look for underserved micro niches, and serving them aggressively across the globe.

Internet Marketing Mix PRICE

PRICING HAS CHANGED! - More flexible, dynamic pricing 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

Gettyimages.com

Gettyimages.com

Priceline.com

Youtube.com

Internet Marketing Mix PLACE

PLACE / DISTRIBUTION HAS CHANGED! 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 Consumers Direct via apple.com Online retailers (e.g., BestBuy.com) Indirect via online retailer Direct via Apple stores Offline retailers (e.g., Best Buy) Indirect via offline retailer

Internet Marketing Mix PROMOTION

PROMOTION HAS CHANGED! - More personalized 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

40 Ways to Promote Your Website 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)  

40 WAYS TO PROMOTE YOUR WEBSITE 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

40 WAYS TO PROMOTE YOUR WEBSITE 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)  

40 WAYS TO PROMOTE YOUR WEBSITE 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

40 WAYS TO PROMOTE YOUR WEBSITE 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

40 WAYS TO PROMOTE YOUR WEBSITE 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

40 Ways to Promote Your Website: Offline promotion Internet Marketing Mix (Part Two) 40 Ways to Promote Your Website: Offline promotion  

40 WAYS TO PROMOTE YOUR WEBSITE 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

Thank You! Internet Marketing Mix Ivan Surjanovic, ivan@ipowerlab.com www.ipowerlab.com