Use this tool to plan your website and other online activities.
Imagine that your boss has just given your department a huge project:
You must completely update the company's website and e-store to improve customer retention and increase sales.
To make sure you're positioning your message correctly, you turn to a well-known tool, the 4P marketing mix . You've used this model successfully in the past to market your company's products.
But will it work for online marketing?
You quickly realize that the 4P model is only tangentially relevant for this project, because it focuses on traditional business-to-consumer marketing in a bricks-and-mortar store. Some of these principles and strategies just don't seem to transfer effectively to an online environment.
This is where the 4S Web Marketing Mix can help. The 4S tool was created specifically for online marketing. It can be used when designing or redesigning a website, or creating an online marketing campaign, and it helps you ensure that your campaign is properly thought-through, and is aligned with the other parts of your organization.
In this article, we'll examine the 4S Web Marketing Mix, and look at how you can apply it to your website or online project.
Developed by Dr Efthymios Constantinides, a professor at the University of Twente, Netherlands, the 4S Web Marketing Mix identifies four important elements, or steps, that you need to think about when introducing a new website or improving an existing one. It's easy to forget many of these issues when you're immersed in a big project, so using this framework can help you improve your planning.
The four elements of the 4S Web Marketing Mix are shown below. (We'll look into each step in more detail later in this article.)
"When I started using Mind Tools, I was not in a supervisory position. Now I am. Along with that came a 12% increase in salary." – Pat Degan, Houston, USA
This ensures that you don’t lose your plan.
Please enter your username or email address and we'll send you a reminder.
Your log in details have been sent to the email account you registered with. Please check your email to reset your login details.
Please check your Inbox, and click on the link in the email from us. We can then send you the newsletter.