The 4S Web Marketing Mix
The 4S Web Marketing Mix method from Constantinides identifies the following four critical managerial ingredients of E-Marketing:
SCOPE - determines the major strategic issues corroborate the online presence; these are issued to continuous management appraisal ad review. An important question of assess comprise competitors and markets, client profiles, impacts of the online operation on existent internal procedures and identification of the strategic role of the business firm's online presence.
SITE - describes the operational facets of the online presence pondering the character, emplacement and market focal point of online business firms. The corporate web site, as the main interface among the business firm and its clients, must be planned in a way that helps contact with the aimed group(s). The web site must convey a virtual experience that advocates client interaction as well as client retention.
SYNERGY - indicates arenas where consolidation among the online presence and the organization or its networks is crucial. Online firms shall make the most of their market impact by capitalizing on synergies with existent organizational and commercial procedures. While they amply employ their commercial networks. This calls for:
ñ Integration with the Front Office: consolidation of the business firm's practical activities in the entire corporate marketing plan. This is essential to render the online presence of the business firm the beginning support, required in order to formulate as a substantial factor of the total marketing program.
ñ Integration with the Back Office: Give extra weight to the conception that a far-reaching consolidation of virtual activities in the existing organization procedures is a critical condition for meeting the service involves and anticipations of online clients. Integration of the online presence with existent organization procedures might refer that some of the conventional operations have to be uprated in order to deliver the proper service to the client.
SYSTEM - provides an outline of technical factors underpinning the secure, safe, cost-efficient and customer-friendly operation of the corporate web site.
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