5 Ps of Internet Marketing

5 Ps of E-Marketing

-         Dr.K.Chitra Chellam

The 5 Ps of E-Marketing are as follows:

1. Product

2. Price

3. Promotion

4. Place

5. People

Product:

            It is a combination of tangible and intangible attributes such as colour, size, shape, design, appearance and benefits which satisfy the needs and wants of consumers. The online seller must analyse each and every aspect of the product and take decision regarding the following:

a)      Features of the product

b)      Appearance of the product

c)      Quality of the product

d)     Packaging

e)      Branding

f)       After sales service

Pricing:

            Pricing is the process of determining the amount to be charged on consumers for products and services. Consumers can buy products after comparing the prices of many brands through internet. Before fixing the price, the e-marketer must determine the following:

a)      The price the customers are willing to pay

b)      Profit margin

c)      Payment methods

d)     Expenses

e)      Discount & allowances

Promotion:

            Promotion is a persuasive communication about the product by the e-marketer to the buyer. Online promotional activities include the following:

a)      Advertising

b)      Personal Selling

c)      Public Relations

d)     E-Mail

e)      Online Coupons

Place ( Distribution ):

            Place also called distribution or placement is the process of delivering the products to the online shoppers at the right time and at the right place. An e-marketer has to decide the following:

a)      Channel – The seller can sell the products through his own website, or through a major retailer like Amazon.

b)      Market Coverage

c)      Means to fulfill the orders received from various channels.

d)     Stock to be maintained

e)      Customer service

People:

            People refer to the sales staff in the organization. Sales staff must be knowledgeable, responsive, and helpful. Right people must be selected as sales staff. They must be trained to develop their skills. Excellent customer services provided to customers help in developing brand image, to attract new customers and to retain the existing customers.

Internet marketing Techniques:

Internet marketing Techniques are of 2 types. They are:
a) Passive Techniques

b) Aggressive Techniques

a) Passive techniques:

            Passive techniques are those marketing methods which provide information required by the user. Examples: Solicited targeted e-mail, Banner advertising, online coupons, sponsorships, portals and so on.

b) Aggressive techniques:

             Aggressive techniques are those methods which provide information not required by the user. Example: Spam e-mail.

            Spam mail is an electronic promotional message sent to a customer without his/her consent or request. This type of e-mail irritates the customers and they develop a negative attitude towards the company.

Solicited targeted e-mail:

            Sending marketing messages through e-mail to a group of customers who have requested such information is called solicited targeted e-mail. Customers, who are interested in a particular company’s product, fill in the “Sign up” form to get repeated information about the product. Text messages and HTML containing colour pictures of products and order forms are sent tro customers. Regular contact with customers is possible. Message can be sent to customers at any time.

Web portal:

            Web portal is a web-based platform (or a specifically designed website) that collects information from different sources like e-mails and search engines (Google, Yahoo etc.) into a single user interface and presents users with the most relevant information required by them. Examples of portals: Patient Portals, Student Portal, Vendor Portal, Portal for mark entry in schools and universities, Government portal ( india.gov.in ), library portal etc.