1. Internet Marketing Mix Ivan Surjanovic, ivan@ipowerlab.comivan@ipowerlab.com Copyright 2014 by iPower Lab www.ipowerlab.com

2. Marketing Mix

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

4. 4. Strategies and Tactics5. Implementation6. Evaluation & Control1. Vision2. Situation Analysis3. Objectives Strategic Marketing Process

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. Internet Marketing Mix 7. PHYSICAL EVIDENCE (Experience)

9. Marketing Mix

10. Internet Marketing Mix PRODUCT

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

13. Internet Marketing Mix Products in digital format: - books - movies - music - games - photos - phone apps - training - consulting - various online services (e.g. online surveys) - software programs

17. Internet Marketing Mix PRICE

18. Internet Marketing Mix PRICING HAS CHANGED! - Greater price competition - More interactive, customized - More flexible, dynamic pricing - Lower cost (overhead cost, communication cost, menu cost, consumer search cost) - Finally, FREE products and services - Online auctions - Other strategies: tips/donations, bundling, add-ons

23. Internet Marketing Mix PLACE

24. Internet Marketing Mix PLACE / DISTRIBUTION HAS CHANGED! - Internet enables creation of new markets - Digital delivery (books, consulting, seminar, training, music, movies) - More direct

25. Offline retailers (e.g., Best Buy) Online retailers (e.g., BestBuy.com) Consumers Apple Direct via Apple stores Direct via apple.com Indirect via online retailer Indirect via offline retailer Apple’s Channel Strategy

26. Internet Marketing Mix PROMOTION

27. Internet Marketing Mix PROMOTION HAS CHANGED! - More interactive - More permission (and less interruption) based - More personalized - More creative, more versatile - More direct - More social / viral marketing

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

33. Internet Marketing Mix (Part Two) 40 WAYS TO PROMOTE YOUR WEBSITE 9. Online press releases 11. Referral programs 10. Webinars 12. Craig’s list 15. Loyalty programs 13. eBay 14. Mobile apps

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

35. Internet Marketing Mix (Part Two) 40 WAYS TO PROMOTE YOUR WEBSITE 16. Search engine optimization (SEO) 18. NEWS 17. Interesting, updated CONTENT 19. Share this 22. Virtual tours, galleries 20. FAQ 21. Free products/services/downloads 23. Tip / fact / photo of the day

36. Internet Marketing Mix (Part Two) 40 WAYS TO PROMOTE YOUR WEBSITE 24. Calendar 26. Contests 25. Database 27. Live chat 28. Survey / poll 29. Interactive features (login, upload, comment) 30. Micro websites

37. Internet Marketing Mix (Part Two) 40 WAYS TO PROMOTE YOUR WEBSITE 31. Facebook page 33. Google Plus page 32. Twitter page 34. Blog 35. LinkedIn page 36. YouTube page 37. Pinterest page

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

39. 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. Internet Marketing Mix Thank You! Ivan Surjanovic, ivan@ipowerlab.comivan@ipowerlab.com Copyright 2014 by iPower Lab www.ipowerlab.com