As a business coach and executive mentor to SME business owners and directors in the Midlands and London, one of the main areas that we discuss is Internet Markeitng and how to integrate it into the existing markeitng mix and product development. Within marketing the Internet Marekting this area is absolutely crucial due to faster and faster global change and the more purchasing and traffic that the Internet is attracting. These 5 P's must be used in conjunction my other article on Maeketing 9P's and Ansoff’s matrix.

After browsing this list you will:

• have a very good understanding of the 5P's onvolved with Internet Markeitng and how it fits with your business marketing
• recognise exactly how you will integrate your existing marketing into the Internet and where your products and services fit
• know what to ask for when talking to your website developer
• be introduced to the 5p’s of the Internet – Push/Pull, Payment, Personalisation, Precision and Privacy
• be ahead of your competition

5 P’s of Internet Marketing

These new 5 P’s of are:

Push/pull

This relates to the way you are treated on visiting a website and the ease of which you are navigated through it. The “pull” process involves discovering almost intuitively the way to what you want to purchase and it feels easy, whereas a “push” process would involve lots of searching, back tracking and potentially being lost and frustrated with the feeling that you are being pushed all over the place but not to where you want to go

Payment

The payment process is often where the marketing of the website can break down, right at the last moment either because it is not secure enough, it is too difficult to understand the steps or the host bank has a poor image i.e. Paypal. If the general public believes that the security aspect of your payment process is weak then it doesn't matter how much time and effort you have invested on your website marketing strategy, your ad word strategy, your keywords, your page ranking and your website design because you will lose a customer at this final step.

Personalisation

Personalisation is the key to enabling individuals to be contacted automatically by linking their preferences and personal tastes to new product offers that are constantly being developed. These automatic personalised e-mails that relate to previous purchases and to the purchases of other people, who have similar tastes to oneself. This process of personalisation is the reason why those people who purchase on Amazon and eBay constantly receive personalised e-mails offering them new products that they might be interested in. This marketing process of personalisation is extremely targeted, very focused and uses the existing trust built up between the purchaser and the website.

Precision

It is generally accepted that you have up from 4 to 10 seconds to ensure that anybody reaching your homepage stays on it before going off to another website. It is therefore crucial that when a website recognizes a returning customer that the offer is exactly what the customer requires or at least recognizes and finds attractive. This could be something simple like a personalised welcome message with a precise offer that could be of interest to the returning customer.

Privacy

One of the main challenges that the internet has is the privacy and security aspect of people’s information. It is one of the main reasons that many people still do not bank on line, me included. Huge advances have been made in the protection of personal privacy but unfortunately the hackers have not been idle either. This aspect of internet marketing is a crucial area for all of us as suppliers and customers and one of the areas why businesses need to pay close attention to registration under the Data Protection Act.

© William Barron  Coaching Insight