Web Marketing Model
When you are building a marketing strategy you will probably be considering the 7P's
Product - Price - Place - Promotion - People - Process - Physical Evidence.
While these items are still very much required, there is a question that needs to be answered in the world of websites - How does this translate into the electronic medium?
We at PowerShock have taken a deep look into the possibilities here and come up with a generic model that helps businesses to focus their thoughts into specifies area.
The model was based on the hospitality industry and looks at the way people now purchase goods and services. It identifies a number of touch points that relate to how people are now using the Internet to both gain information and act as a neutral review of the product or service. In this case there are 4 'touch points' where the supplier can interact with the consumer.
The initial point is where the potential customer gains some information about the good or service. This is dependent on the goods or services on offer but may have been as a result of some traditional marketing through the various mediums on offer, or even 'word of mouth'. This is usually followed up by a check of the vendors website in order to view the potential goods or services on offer.
The next step is the critical one an done that is often overlooked.
The potential customer will now search for in independent review. This was once the domain of magazines and newspapers, but consumers are now much more aware that reviews can and often are done by the supplier. This puts a big question mark on the independence of such a review. With the advent of the Internet it is now possible to see much a much more unbiased and independent review on a whole range of produces and services. Vendors need to be aware of these review sites and if possible address any negative points or comments.
Sites such as 'trip adviser' will allow providers to reply to comment raised by consumers but will not allow the provider to delete or change the comment. This is the second 'touch point'. The third point is actually where the provider and customer make direct contact. The purchase of goods or booking of services. This is an opportunity to both create a good impression to the customer and possibly enhance the sales opportunity.Either way this must be effective and efficient.
The final 'touch point' is where the goods or services are actually provided. In the case of a hotel it can provide an opportunity to cement a long term relationship and possibly the opportunity for developer further business. The model also helps to define the market segmentation and address specific target groups. In this case a number of potential 'package' areas were defined and then segmented into specific market segments. Taking the Golf offering as an example, it can be divided into the UK market and the Overseas market.
By understanding this segmentation it can allow us to develop web strategies to address the specific segment - e.g. the USA golf market. You need to have a plan - if not then your are in effect pinning a notice on a tree in a very large forest. It may be found sometime.. if your lucky.