The 6 Cs Of Web Marketing

You have all heard about the 4 Ps of marketing, the 6 Cs, is a not a concept that replaces the 4 Ps it is designed specifically for internet marketing

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Article Published / Updated: Fri, 12 Mar 2010 17:30:38

Okay, so what are the 6 Cs and how are they applied to web marketing?

CUSTOMER :
In this day and age, a company's marketing strategy needs to be customer focused. It's about understanding the target consumer; their wants, needs and motivations. Not as demographics, psychographics or any other graphics, but as real people. Its understanding why customers do what they do (or don't do),when they do it and why they do it. Such knowledge is critical in marketing since having a strong understanding of buyer behavior will help shed light on what is important to the customer. It's about focusing on the target customer first and then working back to the brand. It's imperative that companies have mindshare before focusing on market share.

How is it applied to web marketing?
Website analytics are the most powerful tool you have and if you learn how to read them carefully they can supply you with a plethora of information about your website visitors. They are indeed much more than just an indicator of the volume of traffic to your website. They can show you what works and what doesn't. Professional internet marketing experts analyze this information and act accordingly.

CONSISTENCY :
Companies need to maintain consistency in their message; a practice called integrated marketing communications - from packaging and advertising to sales promotion and publicity. This will maintain and reinforce a brand's personality and image in a real life context and avoid doing something brainless like changing the distinctive color of the UPS truck to orange. I am sure it's been talked about.

How is it applied to web marketing?
You website design and layout needs to be consistent, clean and clear. Logos and brands should be distinctly visible. Learn how to structure your navigation, call to action and important messages or promotions. Stay away from the cluttered and busy look. At all costs avoid the "Christmas Tree" effects of blinking banners and scrolling text.

CREATIVITY :
Creativity is imperative to attract attention in a world cluttered with thousands of messages. Creativity means laying aside the rules, and engages in out-of-box thinking so that marketers can reach beyond logic and structure and tap into their imaginations.

* Creativity Informs: Marketing's responsibility to inform is greatly enhanced by creativity. Creativity makes marketing more vivid, and many researchers believe vividness attracts attention, maintains interest, and stimulates consumers' thinking.

* Creativity Persuades: The ancients Greeks created legends and myths about gods and heroes -symbols for humankind's instinctive longings and fears - to influence human behavior and thought. Today's marketers are doing the same thing; they are creating new myths, heroes and symbols like Ronald McDonald, the "Can You Hear Me Now" guy from Verizon, and more recently the Gecko from Geico Insurance.

* Creativity Reminds: Imagine using the same invitation, without any creativity, to remind people to try a particular product everyday for a month. The invitation would become stale very quickly. Only creativity can transform boring reminders into interesting, entertaining marketing communications. Nike is proof. Several commercials in a Nike campaign never mention the company name or even spelled it out on the screen. Each communication told a story. And, the only on-screen cue identifying the sponsor was a single "swoosh" logo inscribed on the final scene.

How is it applied to web marketing?
Your internet marketing campaigns should rock. Professional internet marketing firms know how to get creative. They'll expand your reach and use modern Web 2.0 tactics including mutli-media and Social Networks.

CULTURE :
All marketing communications needs cross-cultural research to be able to succeed. It's simple to see things from your own perspective, assuming that everyone else in the world thinks exactly like you and should understand what's so great about your product or service. Just reading about all the mistakes made by large corporations proves that even the most sizable and experienced marketers have made errors time and again.

One of the most famous examples is Coca Cola translating the name into Chinese without back-translating it ("bite the wax tadpole"), ultimately resulting in a horrible response from an insulted society. Marketing books are full of examples like these. As David Ogilvy, known as the Father of Advertising, states, "If you are trying to persuade people to do something, or buy something, it seems to me you should use their language, the language in which they think".

How is it applied to web marketing?
Get the sell pages translated properly. Learn how to market in their culture. You do not need to make a heavy investment here. Only translate pages that are directly about the product or service.

COMMUNICATION :
This one is basic. Consumers don't want to be "marketed to". Rather, they want to be "communicated with". Good marketing communication creates value with target customers, speaks in their language and tells your story. It's about building long term, trustworthy, and profitable relationships with your customers. As Seth Godin states, it's about reinforcing the lies that consumers tell themselves everyday (i.e. I look much better in these jeans from Abercrombie; they make me look sexy).

How is it applied to web marketing?
Make sure you answer every inquiry you get, be respectful and courteous in your communications. Don't direct them to web pages just answer their questions. Personalize your email marketing campaigns and learn the art of creating optimized email lists.

CHANGE :
Marketing is not just a business function, but a process. There is a beginning, middle, but there is never an end. Marketers must constantly CHANGE as society changes. They should never be afraid to try something new. Marketing today is not what it was 2 - 5 - or even 20 years ago. Marketing needs to be an evolving process that considers change in the world, economy, market, consumers; as well as internal change within the organization.

How is it applied to web marketing?
Change is also very important to your website. Not to the design or layout but to the content, specifically to the content on your home page and or any landing pages you may have. Keep it fresh and updated, change the images too. This breeds new life into a website. Don't be afraid of change.

Conclusion : (not the 7th C)
So there it is; the 6 C's of marketing - Customer, Consistency - Creativity - Culture - Communication and Change. I am sure that these will be published in every text book in the country within the next ten years and I will be a rich, well known author. Yeah right!


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Artemis Glikakis is the Managing Director of Position Front Page International Co., Ltd.. His expertise in this field of Internet Marketing and Search Engine Optimization, has lead him to write many articles on the subject and he is always in the forefront when large clients come along.

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