4 Ps Of Digi Marketing

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Most digital media are highly user-configurable. That means if I don’t want to hear from you or see you, I don’t need to. I can block your banner ads; I can mark your email as spam; I can block your useless SMSs. And blocking is for ever. Once I’ve shut you out you will probably never get back in again. No matter how relevant and entertaining your messages become. I on’t know cos I blocked you out.So get permission at the start: opt-in, easy opt-out, consumer driven content and frequency.It only makes sense. What’s the point of talking to people that don’t want to be talked to?

Another distinctive feature of digital is that people participate…they ain’t simple couch potatoes. They do things.

But today ‘s consumer is active, engaged (or wants to be), lean forward, not lean back.We move from reach and impressions, to sustained engagement. What we once called “sticky”. I want participants interacting with my digital marketing…so they learn more about my brand (and shape how they wish), and have less time to be with my competitors’ brands.Turn On Tech Live is certainly permission based, and certainly participative!

Participation can go all the way from a simple interaction, in this case the content of the promotional email (an invitation to a party, and the code to get in) is not immediately obvious. Whereas we used to teach that the call to action should be clear and high impact, now it takes participation to reveal ir.

Games of course are highly participative and immersive. This example builds on the MK brand, both in logo etc and in restaurant design. And bridges to the real world, with avatar clothing available exclusively via spending in the restaurant

And of course viral is in some ways the epitome of participation: consumers actually do all the heavy work, choosing friends they think would appreciate that quirky vdo clip and passing it on to them

And what’s often called Web2.0 is founded on participation. Here it’s writing reviews: on-line reviews are now reported as being the #2 driver of purchase decisions (right after personal recommendations from a friend); over 80% read before buying and 90% trust themSo here participation not only involves sustained interaction with your brand, but is a way to attract (or of course repel!) other consumers

The participation, the s about the ustained interaction, doesn’t just involve the participant…it yields the digimarketer information about the participant. It helps us build their profile…and understand them better.But it’s important to build that profile gently, bit-by-bit, without freaking the participant out with privacy concerns.

This video from the American Civil Liberties Union is what we don’t want to happen: intrusive, non-benefit, meaningless use of profile data.

Final P, personalization: we use the profile to personalize our offers on 1:1 basis.

So the 4 P’s of digital marketing complement the 4 Ps of marketing! And it looks to me that TurnonTechLive covers all 4 P’s exceptionally well

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4 Ps Of Digi Marketing - Presentation Transcript

the 4 P’s of digimarketing
ianfenwick
product
price
place
promotion
Source: OgilvyOne, Thailand
MK GAME
http://www.slideshare.net/rashmi/meet-dave-meet-slideshare
profile
permission
(privacy)
participation
www.aclu.org/pizza
personalization
profile
permission
(privacy)
participation
Copyright Ian Fenwick, 2009
personalization
product
profile
price
permission
(privacy)
place
promotion
participation
Copyright Ian Fenwick, 2009