Internet Marketing Model • 5 Components


Your website is a two-way communication tool with the ability to provide individual messages for different target market groups that encourage engagement. You must identify the levers that can be pushed or pulled to gain conversion in each component of the Internet Marketing Model.


There are 2 main ways of gaining online traffic;

Promotion

Search Engine Marketing plays a significant role in developing new business by driving qualified traffic to your website using organic and paid search terms. Driving qualified traffic has made Search Engine Marketing one of the most powerful new marketing channels available today. Furthermore, organic rankings (natural rankings) have the added value of being authentic, which adds legitimacy to websites that are presented by search engines at the top of their natural search results, especially Google.

Recognition

Gaining a response from interested people usually leads to a new connection and potentially a new customer relationship. Keep in mind that specific messages or topics are what bring qualified traffic to your website. Social Media and Email Marketing lead the way, while blogs and press releases can also be used as the starting point for a new relationship. Brand recognition becomes a critical tool for building awareness when developing these new relationships.

There are 5 Main Components for the Model;

Communication

Tailored messaging aimed at your Target Market Groups is the foundation for Solid Messaging. Offering each Target Market Group messaging they can relate to increases the probability that they will stay long enough to give you the opportunity to convert them. Ultimately, this means connecting customer requirements with relevant solutions at the appropriate time.

Community

A Community really consists of many sets of relationships, built on shared interests that are interwoven through communication exchanges. Today, these online exchanges consist of Social Media Networks that grew from the basic chat rooms or community sharing websites. Your Target Market Groups who are already participating on these Social networks will tend to gravitate to places that are relevant to them. Simply put, you need to be there.

Product

Having informed customers requires a new approach of presenting products and services, especially when they can be combined to provide a complete solution. Furthermore, continuous customer input provides a feedback channel that was not previously available. Feedback can be used for new product development, clarification of existing products, clearing up any mis-understandings regarding products and services, as well as for customer service purposes.

Price

Individual interaction and a dynamic online environment will allow the seller to quickly adjust pricing and buyers the opportunity to compare pricing instantly. In general, there is more flexibility on both sides of the exchange in a dynamic online environment.

Distribution

The Internet itself offers a new distribution channel. However, like pricing the environment is more dynamic than traditional channels and offers the ability to deliver products and services in new ways. Distribution can be dynamic and tailored individually.

The full picture is shown below.

Internet-Marketing-Model

In general, Internet Branding is a dynamic, non-linear process based on two-way communication exchanges that happen in real-time.


Traditional Marketing Model • 4 Components


The Traditional Model starts with product class and its position within the life cycle. Market demand and seller objectives affect pricing and promotion with regional factors playing a significant role.


Product

Fundamentally, products can be classified based on their position within the product life cycle (Introduction, Growth, Maturity, or Decline) and their Class (B2B or B2C). From personal experience, government can be considered as another Class.

Price

Commonly we hear the term Value pricing, or perceived benefits and how these change over time. Objectives of the seller, based on Brand Equity & Product Class, Market Penetration, Bundling along with Sales Targets, ROI, and Partner Discounts are all major factors when determining pricing strategies. Naturally, market demand is the other portion that completes the pricing equation.

Promotion

B2B tend to have specific marketing avenues like trade shows and magazines that culminate in a personal or direct connection, while B2C has a larger array of marketing options available. The goal in both cases is to match the customer buying decision with an appropriate marketing message.

Distribution

Marketing Channels that make the product or service available for purchase is the focal point. Channel structure & organization, strategic alliances and partnerships along with agents & brokers must be factored into this portion of the model.

In general, Traditional Branding is a linear process, or a set of linear processes, that utilize a one-way Broadcast Media with a focused message. The messages can vary slightly for regional and demographic purposes.


We Can Help Increase Your Online Conversion


Conversion is critical because without converting visitor Interest into Action, it will be difficult for your website to achieve expected results.


Experience has demonstrated to us at Topity that specific encouragement, or messaging, to your Target Market Groups in each main component of the Internet Marketing Model will increase conversion rates.

Giving your visitors a great online experience and making each step of your conversion path easy, friendly and empowering will also lead to higher conversion rates.

Ask us to show you how.

Internet Branding Strategy

graph


Make Visitors Feel That Their Search Time is Being Valued!