The 4S Web Marketing Mix, developed by Dr Efthymios Constantinides, a professor at the University of Twente in the Netherlands, specifies four key components, or stages, to consider when launching a new website or upgrading an existing one. When you’re involved in a large project, it’s easy to forget about many of these difficulties, so utilizing this framework might give you a better strategy.
Consider the following scenario:
Your boss has recently assigned your department a large project: you must totally overhaul the company’s website and online shop in order to enhance client retention and sales.
You use a well-known method, the 4P marketing mix, to make sure you’re placing your message appropriately. You’ve successfully utilized this strategy to sell your company’s products in the past.
Will it, however, work for internet marketing?
Because it focuses on typical business-to-consumer marketing in a brick-and-mortar store, you immediately discover that the 4P model is only indirectly applicable for this project. Some of these ideas and methods don’t appear to work well in an online setting.
The 4S Web Marketing Mix can help with this. The 4S tool was designed with internet marketing in mind. It may be utilized to guarantee that your online marketing campaign is well-thought-out and coordinated with the rest of your business when developing or redesigning a website or launching an online marketing campaign.
Constantinides’ 4S Web Marketing Mix approach highlights the following four essential E-Marketing decision-making elements: SCOPE, SITE, SYSTEM, and SYNERGY. The objective of this approach is to control four “S” aspects in order to build and develop the marketing strategy for B2C online initiatives.
The key strategic concerns at the bottom of the online presence are defined by scope, which is subject to ongoing management evaluation and assessment. Markets and rivals should be considered, as well as consumer profiles, the influence of the online operation on current internal procedures, and the firm’s online presence.
The scope element of the 4S model is primarily strategic in nature, and it explains the questions to be asked in 4 categories:
- The online venture’s strategic and operational objectives;
- Market definition, which includes measuring market potential and identifying/classifying potential competitors, visitors, and customers; and
- The company’s level of preparedness for E-Commerce;
- E-strategic Commerce’s position in the organization.
The site defines the operational components of an online presence that represent a company’s personality, positioning, and market emphasis. The primary goal of the website is to drive visitors, make contact with online target consumers, and develop a brand for the online business. As a result, the corporate website serves as a communication, engagement, and transaction platform for web customers.
The system factor indicates the technological as well as site-servicing concerns that E-Commerce management must solve. It outlines the technical aspects that enable the corporate website’s secure, safe, cost-effective, and customer-friendly functioning.
The synergy factor encompasses a diverse set of concerns that are classified into three groups:
a) The front desk.
(b) The back office, as well as
(c) One’s arm’s third parties.
Online businesses will maximize their market effect by leveraging synergies with existing commercial and organizational processes while maximizing the use of their commercial networks.
Connection to the Front Office
This refers to the incorporation of the company’s e-activities into the overall marketing strategy. Traditional business communication and distribution tactics are referred to as the front office. It is necessary to provide the firm’s online presence with the initial support it requires in order for it to grow into a significant part of the overall marketing strategy.
Connection to the Back Office
This relates to the notion that a thorough integration of e-activities into present organizational processes is a must if online consumers’ requirements and expectations are to be met. Three problems affect back-office synergy:
- Physical assistance for E-Commerce is integrated into current organizational procedures.
- The merger with the past.
- The internet business is integrated into the company’s value system.
Integration of the online presence with current organizational processes may need upgrading or re-designing certain traditional operations or procedural routines in order to provide the appropriate degree of virtual customer care and value.
Integration with Third-Party Organizations and Internal Networks. Following promotional and logistical operations, integration with external parties and corporate networks is critical. They’re essential when outsourcing operations that can’t be done efficiently domestically.
How to use 4P of Marketing?
Developing the proper marketing plan as a marketing manager or small business owner may be a difficult task. Creating a marketing plan necessitates a thorough understanding of your product and the creation of a multi-faceted advertising and pricing strategy that will appeal to your target market. Breaking down your product using a concept known as the 4 Ps of marketing is a fantastic approach to build a successful marketing mix—that is, the mixture of marketing components a firm employs to launch a new product.
The 4P’s of Marketing are:
It’s time to break down how to include each of the 4 Ps—product, pricing, location, and promotion—into your total marketing mix. Here’s how to create a marketing mix utilizing the 4 Ps step by step:
Step 1) Make it clear the product or service you’re looking into
This may seem self-evident, but having a single high-quality product or service to sell is critical before you begin building a marketing mix. Even if a company’s product mix is broad, the four Ps should be applied to each product independently.
Step 2) Examine how your product satisfies your consumers’ demands
Your product should clearly meet the demands of a certain consumer. It’s critical to be able to explain those requirements and how your product or service satisfies them in a unique way. You’ll use this data later to create a marketing campaign that explains what your product performs and why people should buy it. You should be able to back up these client demands with market research and other facts.
Step 3) Recognize the stores where your target market frequents
Examine the kind of businesses and websites that your target clients visit. If you’re selling a tangible product, make sure it’s available in the communities where your target market resides and in the businesses where they shop. If you’re selling a product online, be sure the e-commerce sites you’re promoting are really visited by people in your target market.
Step 4) Make a price decision for your goods
Use market research to determine a reasonable price for your product that will appeal to your target market. Economic data on your client base’s budget and spending patterns should be used to value them. Some marketers will raise the price of their product to make it appear more exclusive or luxurious.
Step 5) To advertise your goods, create marketing messages
Create marketing concepts that will appeal to your target audience and explain how your product will benefit them. This is also the step in your marketing mix process when you’ll pick which marketing communications to invest in. Your marketing strategy might include traditional marketing tactics, direct marketing, or digital marketing, depending on your product and target audience.
Step 6) Examine the four Ps for your product as a whole and see whether they all fit together
Examine each of your 4 Ps to see whether your plan works together now that you’ve established a coherent marketing mix. Creating a marketing mix entails devising a strategy in which each component complements the others.
Step 7) Over time, revisit your marketing mix.
An effective marketing strategy necessitates periodic review and adjustment. To keep up with demand as a product’s market share and popularity expand, the location and advertising tactics you utilize should vary. The profile of your goods, as well as the profile of your potential consumers, may vary. The marketing mix’s components aren’t static. They’re designed to be tweaked and fine-tuned over time. Your marketing strategy will almost certainly develop if it is examined on a frequent basis during the course of a product’s life cycle.