Those important 5 I’s

In accordance with Peppers and Rodgers, the 5 I’s of internet market consist of the following:

 

Identification – essentially ensuring the customer or audience knows your organisation, what you represent, your brand values, what you offer and your unique selling point.

 

Individualisation – an integral part of a business strategy is know what you offer and how it is different to your competitors, what is your competitive advantage and displaying it to the customers to meet their needs.

 

Interaction – allows organisations to build a relationship with the customer, understand what they want and have a conversation with them

 

Integration – integrating the brand to different channels and platforms to best deliver and interact with your customers, this adds more value

 

Integrity – this involves ethics and making business decisions in an ethical way, allows organisations to create and retain loyal customers.

 

1to1 Marketing is the evolution from traditional marketing, using the 4 P’s, to online strategy marketing, using the 5 I’s. it involves knowing your customers, how to reach and engage them.

 

Lucy in the Sky & Moshtix

 

Identification – This is done on both websites by remembering your log in (if you’re a previous account owner) and stating your name at the header of the page. This recognises that you are a member and that they, the organisations, understand your needs. Moshtix also recognises your location and therefore shows upcoming events and concerts relevant to you. Clear branding is shown on both pages, clearly identifying their brand, values and ideas.

Individualisation – Preference changes are built in to allow the user to change their location, name and what they’re looking for. This ensures relevant items are found – e.g. on Lucy in the Sky, one can narrow down their clothes search specific to their size, colour preference, style and apparel type. It also has a wishlist, which encourages users to shop this outside of their immediate needs.

Interaction – here Lucy in the Sky has a blog, allowing customers to interact and follow the brand. Moshtix also provides a list of ‘What’s on’ articles, directly communicating to their users. They also have a venues section showcasing partnered organisations and venues, reflective of the affiliate model.

 

Integration – Both brands offer their organisations links to different social media platforms. These buttons make it easy for users to follow and see an integrated and consistent brand.

 

Integrity – Both websites have a ‘feedback’ and contact us section. They also both have pages dedicated to their promise to their customers, stating their mission statement and general ethics – this ensures customers their integrity.

 

 

References

 

Chaffey, D. 2011, 8 Online revenue model options for internet businesses, Smart Insights, http://www.smartinsights.com/digital-marketing-strategy/online-business-revenue-models/online-revenue-model-options-internet-business/

 

Tew, A. 2005, Million Dollar Homepage, http://www.milliondollarhomepage.com

Visit >

http://www.moshtix.com.au/v2/

http://www.lucyinthesky.com/shop/