1. Internet Marketing Mix
Ivan Surjanovic,

2. Marketing Mix

3. Internet Marketing Mix
‘Marketer is like a chef in a kitchen … a mixer of ingredients’ (Bartels)

4. Strategic Marketing Process
1. Vision
2. Situation Analysis
3. Objectives
4. Strategies and Tactics
5. Implementation
6. Evaluation & Control

5. Internet Marketing Mix
From the 4Ps of Jerome McCarthy to the 7Ps 4Ps : Product, Price, Place, Promotion
7Ps = 4Ps plus:

6. Internet Marketing Mix
5. PEOPLE

7. Internet Marketing Mix
6. PROCESS

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

9. Marketing Mix

10. Internet Marketing Mix
PRODUCT

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

12. Nikeid.com

13. 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)

15. 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.

17. Internet Marketing Mix
PRICE

18. 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

19. Gettyimages.com

20. Gettyimages.com

21. Priceline.com

22. Youtube.com

23. Internet Marketing Mix
PLACE

24. 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

25. 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

26. Internet Marketing Mix
PROMOTION

27. 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

29. 40 Ways to Promote Your Website
Internet Marketing Mix (Part Two)
40 Ways to Promote Your Website

30. Marketing Mix

31. Internet Marketing Mix (Part Two)
40 Ways to Promote Your Website: Promotion off your site (on other websites)

32. 40 WAYS TO PROMOTE YOUR WEBSITE
Internet Marketing Mix (Part Two)
40 WAYS TO PROMOTE YOUR WEBSITE
1. Keyword advertising
2. marketing
3. eNewsletter marketing
4. Online ads
5. Link building & directories
6. Blogs & forum participation
7. signature
8. Free articles, reports

33. 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

34. Internet Marketing Mix (Part Two)
40 Ways to Promote Your Website: Promotion on your own sites / web properties (auto promotion)

35. 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

36. 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

37. 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

38. 40 Ways to Promote Your Website: Offline promotion
Internet Marketing Mix (Part Two)
40 Ways to Promote Your Website: Offline promotion

39. 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

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