ONLINE-ADS>> 5Cs of Web site marketing mix

Alan Sarkissian (alans_at_horwitz.com.au)
Tue, 13 Jan 1998 13:53:46 -0800

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Hi, I have been researching Net Marketing (along with the 5Bill. other
marketers) for 2 years now...I am very experienced in marketing and online
activities particularly within the publishing arena. I propose that for
marketing a site on the Web; like one has the 4Ps or for services even 7Ps
of their marketing mix which is tweaked and fine-tuned for each
product/service for the marketplace...one has to play with the components of
their Net Site Marketing Mix, the 5Cs: Content, Context, Continuity,
Community and Change.

Content - being self-explanatory, represents your offer online;

Context - refers to what is being offered online being relevant to one's
target audience(s) for the site;

Community - refers to the creation of an online environment that one's site
visitors feel they are part of through being asked to contribute or
participate in ...development and maintenance of a relationship (as you do
with offline marketing practice);

Continuity - refers to whatever is being offered online coinciding with your
offline marketing imagery, objectives and presence also; AND

Change - refers to the simple fact the what is being offered has to change
enough so as to not bore the hell out of your target audience(s) and be seen
as proactive as well as enticing to your casual site visitors.

I'm interested in the knowledge marketers on this discussion list's
thoughts. What do you say about these 5Cs???

Alan Sarkissian
alans_at_horwitz.com.au

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