10 C’S AND ENVIRONMENT OF

ONLINE MARKETING

10 c’s for Internet Marketers

Customer Customer is the central focus for any

marketing driven company.

Software that are emerging helps in connecting the millennial generation better.

Wind et al (2002) have observed ‘a new hybrid customer’ emerging who wants to ‘call,click and visit’ organizations, and basically wants the best of the physical world and virtual world.

Corporate culture A visionary individual who recognises the

potential of the internet and promotes the benefit at senior level may champion the internet cause.Grasp the nettle: Exploiting the internet and

use digital tools as a first moverFollow the leader: Based on the market needs.

If a customer demands a new channel.Stand firm: Resisting the adoption of internet.

Convenience Freedom, flexibility and convenience.

Change in life style – longer working hours, increasing divorce rate, mobility of people, and increased nuclear family.

This helps B2B as well as B2C

Competition Fast and unpredictable changes happen

in business due to online presence. Internet have brought in more

transparency. Price comparison sites educate and empower customers.

How do they get competition? - Discussion

Answer Traditional companies moving online New online only entrants in domestic market New online entrant from overseas Competition form newly formed online

alliances and partnership Competitors introducing or eliminating

channels of distribution Revitalised traditional business http://www.pricedekho.com/,

http://www.junglee.com/

Communications Receivers are active and they need the

right information to be sent. Junk mail or Snail mail ( images) or

SPAM is a problem. Email marketing Chat rooms 60 secs vs 6 mins.

Consistency Matching physical and virtual world.

To create a brand identity and brand reassurance

Creative content Updating contents that can help SEM/

SEO Creating Site stickiness FAQs to support the customer

Customisation Mass customisation – in terms of

communication. Relevant customisation – when it comes

to product

Coordination Real time dissemination of information

require coordination from all the departments

Control Test events and marketing is possible

with the measurement/ responses given by customer.

Web analytics help the organisation to monitor the activity of the customer.

Marketing Environment Micro and Macroenvironment factors

Micro level:Suppliers – here it’s the information exchange

platform to connect with suppliersDistributors – No intermediation or

reintermediation at low costStakeholders – mail exchanges to

communicate with all levelsCompetitors – National and global

Macro environment Societal Technological Economical Political

“The scale and pace of change is still accelerating, and the nature of the Internet—who uses it, how, and for what—is changing rapidly too. Developing G-20 countries already have 800 million Internet users, more than all the developed G-20 countries combined. Social networks reach about 80 percent of users in developed and developing economies alike. Mobile devices—smartphones and tablets—will account for four out of five broadband connections by 2016.”