What makes digital marketing superior to regular marketing? You can define these with the six I’s of the e-marketing mix;
- Interactivity
- Customer initiates contact
- Customer is seeking information (pull)
- A high intensity medium – you will have 100% of a website visitor’s attention
- A company can gather and store the response of the individual
- Individual customer needs can be addressed and taken into account
- Intelligence
The web and other digital media are relatively low cost methods of collecting information particularly about customer perceptions. A wealth of marketing research information is available through web analytics.
- Individualism
Interactive marketing communications can readily be tailored to the individual. Personalisation is an important aspect of achieving online customer relationship management.
- Integration
- As a direct response channel, enabling customers to respond to offers and promotions publicised in offline media
- Generating direct response through a call back or live chat facility
- Supporting the buying decision even if the purchase does not occur via the website
- Supporting and reducing costs of customer service
- Industry restructuring
- Disintermediation – The removal of intermediaries such as distributors or brokers that formerly linked a company to its customers
- Reintermediation – The creation of new intermediaries between customers and suppliers providing services such as supplier search and product evaluation
- Independence of location
Digital media potentially give you easy reach to the global market.
This entry was posted
on Monday, May 28th, 2007 at 11:27 am and is filed under Online Marketing.
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