Difference between revisions of "4S Web Marketing Mix Model"
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| − | The 4S Web Marketing Mix method from Constantinides identifies the following four critical decision-making elements of E-Marketing: SCOPE, SITE, SYSTEM and SYNERGY. The goal of this model is to design and develop marketing mix for B2C online projects through controlling four “S" elements. <ref>Descriion of the 4S Web Marketing Mix Model [http://business-management-consulting.blogspot.com/2007/09/4s-web-marketing-model.html Business Management Consulting Theories and Models]</ref> | + | The 4S Web [[Marketing]] Mix method from Constantinides identifies the following four critical decision-making elements of E-Marketing: SCOPE, SITE, SYSTEM and SYNERGY. The goal of this [[model]] is to [[design]] and develop marketing mix for B2C online projects through controlling four “S" elements. <ref>Descriion of the 4S Web Marketing Mix Model [http://business-management-consulting.blogspot.com/2007/09/4s-web-marketing-model.html Business Management Consulting Theories and Models]</ref> |
'''SCOPE''' | '''SCOPE''' | ||
| − | Scope defines the main strategic issues at the bottom of the online presence; these are subject to continuous management review and appraisal. The scope word should be referred in terms of markets and competitors, customer profiles, impact of the online operation on existing internal processes and the firm's online presence. | + | Scope defines the main strategic issues at the bottom of the online presence; these are subject to continuous [[management]] review and appraisal. The scope word should be referred in terms of markets and competitors, [[customer]] profiles, [[impact]] of the online operation on existing internal processes and the firm's online presence. |
In 4S model, the scope element is of primarily strategic character and outlines the decisions to be made on four areas: | In 4S model, the scope element is of primarily strategic character and outlines the decisions to be made on four areas: | ||
• The strategic and operational objectives of the online venture; | • The strategic and operational objectives of the online venture; | ||
| − | • The market definition including measuring the market potential and the identification/classification of the potential competitors, visitors and customers of the site; | + | • The [[market]] definition including measuring the market potential and the identification/classification of the potential competitors, visitors and customers of the site; |
| − | • The degree of readiness of the organization for E-Commerce; | + | • The degree of readiness of the [[organization]] for [[E-Commerce]]; |
• The strategic role of E-Commerce for the organization. | • The strategic role of E-Commerce for the organization. | ||
'''SITE''' | '''SITE''' | ||
| − | Site identifies the operational aspects of the online presence reflecting the character, positioning and market focus of online firms. | + | Site identifies the operational aspects of the online presence reflecting the character, [[positioning]] and market focus of online firms. |
| − | The prime mission of the web Site is to attract traffic, establish contact with the online target markets and brand the online organization. | + | The prime [[mission]] of the web Site is to attract traffic, establish contact with the online [[target]] markets and [[brand]] the online organization. |
Thus the corporate web site is functional platform of communication, interaction and transaction with the web customer. | Thus the corporate web site is functional platform of communication, interaction and transaction with the web customer. | ||
'''SYSTEM''' | '''SYSTEM''' | ||
| − | The system factor identifies the technological issues as well as the site servicing issues to be addressed by the E-Commerce management. It provides an outline of technical factors supporting the secure, safe, cost-efficient and customer-friendly operation of the corporate web site. | + | The [[system]] factor identifies the technological issues as well as the site servicing issues to be addressed by the E-Commerce management. It provides an outline of technical factors supporting the secure, safe, cost-efficient and customer-friendly operation of the corporate web site. |
'''SYNERGY''' | '''SYNERGY''' | ||
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*Integration with the Front Office | *Integration with the Front Office | ||
| − | This refers to integration of the firm's e-activities in the total corporate marketing plan. The front office refers to conventional corporate communication and distribution strategies. It is mandatory to provide the online presence of the firm the initial support, desired in order to develop as a noteworthy element of the total marketing program. | + | This refers to integration of the firm's e-activities in the total corporate marketing plan. The front office refers to conventional corporate communication and [[distribution]] strategies. It is mandatory to provide the online presence of the firm the initial support, desired in order to develop as a noteworthy element of the total marketing program. |
*Integration with the Back Office | *Integration with the Back Office | ||
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**The integration of E-Commerce physical support into existing organizational processes; | **The integration of E-Commerce physical support into existing organizational processes; | ||
**The legacy integration; | **The legacy integration; | ||
| − | **Integration of the online operation into the company's value system. | + | **Integration of the online operation into the company's [[value]] system. |
| − | Integration of the online presence with existing organizational processes might mean that some of the traditional operations or procedural routines have to be upgraded or re-designed in order to deliver the proper level of virtual customer service and value. | + | Integration of the online presence with existing organizational processes might mean that some of the traditional operations or procedural routines have to be upgraded or re-designed in order to deliver the proper level of virtual customer [[service]] and value. |
*Integration with External Parties and Company Networks | *Integration with External Parties and Company Networks | ||
| − | Integration with external parties and company networks is crucial after promotional and logistical activities. They are vital while outsourcing processes which cannot be done internally cost effectively. | + | Integration with external parties and company networks is crucial after promotional and logistical activities. They are vital while [[outsourcing]] processes which cannot be done internally cost effectively. |
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*A Comparative Study on Marketing Mix Models for Digital Products [http://link.springer.com/chapter/10.1007%2F11600930_66#page-1 KanLiang WangYuan WangJingTao Yao] | *A Comparative Study on Marketing Mix Models for Digital Products [http://link.springer.com/chapter/10.1007%2F11600930_66#page-1 KanLiang WangYuan WangJingTao Yao] | ||
*Marketing Mixes for Digital Products: A Study of Market Spaces in China [http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.161.1719&rep=rep1&type=pdf Y. Wang, K.L. Wang, J. T. Yao] | *Marketing Mixes for Digital Products: A Study of Market Spaces in China [http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.161.1719&rep=rep1&type=pdf Y. Wang, K.L. Wang, J. T. Yao] | ||
| − | *The 4S Web Marketing Mix Model - This paper reviews of the criticism of the 4Ps Framework [http://doc.utwente.nl/42661/1/4S.pdf University of Twente] | + | *The 4S Web Marketing Mix Model - This paper reviews of the criticism of the 4Ps [[Framework]] [http://doc.utwente.nl/42661/1/4S.pdf University of Twente] |
=== See Also === | === See Also === | ||
Revision as of 13:23, 6 February 2021
The 4S Web Marketing Mix method from Constantinides identifies the following four critical decision-making elements of E-Marketing: SCOPE, SITE, SYSTEM and SYNERGY. The goal of this model is to design and develop marketing mix for B2C online projects through controlling four “S" elements. [1]
SCOPE Scope defines the main strategic issues at the bottom of the online presence; these are subject to continuous management review and appraisal. The scope word should be referred in terms of markets and competitors, customer profiles, impact of the online operation on existing internal processes and the firm's online presence.
In 4S model, the scope element is of primarily strategic character and outlines the decisions to be made on four areas: • The strategic and operational objectives of the online venture; • The market definition including measuring the market potential and the identification/classification of the potential competitors, visitors and customers of the site; • The degree of readiness of the organization for E-Commerce; • The strategic role of E-Commerce for the organization.
SITE Site identifies the operational aspects of the online presence reflecting the character, positioning and market focus of online firms. The prime mission of the web Site is to attract traffic, establish contact with the online target markets and brand the online organization. Thus the corporate web site is functional platform of communication, interaction and transaction with the web customer.
SYSTEM The system factor identifies the technological issues as well as the site servicing issues to be addressed by the E-Commerce management. It provides an outline of technical factors supporting the secure, safe, cost-efficient and customer-friendly operation of the corporate web site.
SYNERGY
The synergy factor holds a wide range of issues divided into three categories:
(a) The front office,
(b) The back office and
(c) The third parties in one’s arm.
Online firms will make the most of their market impact by capitalizing on synergies with on hand commercial and organizational processes while they fully utilize their commercial networks.
- Integration with the Front Office
This refers to integration of the firm's e-activities in the total corporate marketing plan. The front office refers to conventional corporate communication and distribution strategies. It is mandatory to provide the online presence of the firm the initial support, desired in order to develop as a noteworthy element of the total marketing program.
- Integration with the Back Office
This refers to the fact that an extensive integration of e-activities in the current organizational processes that is nothing but a vital condition to meet the needs and expectations of online customers. The back office synergy includes three issues:
- The integration of E-Commerce physical support into existing organizational processes;
- The legacy integration;
- Integration of the online operation into the company's value system.
Integration of the online presence with existing organizational processes might mean that some of the traditional operations or procedural routines have to be upgraded or re-designed in order to deliver the proper level of virtual customer service and value.
- Integration with External Parties and Company Networks
Integration with external parties and company networks is crucial after promotional and logistical activities. They are vital while outsourcing processes which cannot be done internally cost effectively.
Source: 4 S Web Marketing Mix Model, Pinterest
References
- ↑ Descriion of the 4S Web Marketing Mix Model Business Management Consulting Theories and Models
Further Reading
- A Comparative Study on Marketing Mix Models for Digital Products KanLiang WangYuan WangJingTao Yao
- Marketing Mixes for Digital Products: A Study of Market Spaces in China Y. Wang, K.L. Wang, J. T. Yao
- The 4S Web Marketing Mix Model - This paper reviews of the criticism of the 4Ps Framework University of Twente
See Also
IT Strategic Planning
e-Business Strategic Planning
Governance of Information Technology (ICT)
What is Enterprise Architecture Planning
Information Technology Sourcing (IT Sourcing)
Information Technology Operations (IT Operations)
Chief Information Officer (CIO)
Leadership