5 Is of marketing

5 Is of marketing

The 5 Is of the marketing mix were developed by Peppers and Rogers (1997), as stated by Chaffey and Smith (2013), the 5 Is are matching to the 7P’s of the marketing mix. The 5 Is define the processes required to satisfy customer in combination with the variables such as the 7 P’s the marketer controls.

Identification

Find out who your customer is and learn as much as possible from them, there are useful methods on-line to do this like website registration and quick on –line surveys.

Every time you open Facebook page, the first thing you see is tell you to sign in or log in. This is the typical identification of a webpage. It is the best way for webpage to know who you are and show your customized things once you log in. Same things happen on Youtube. Although you do not have to sign in to watch those channels, an account can remember your preferences and record the channels you have watched even give you notification once there is new videos update.

Individualization

Tailor your approach to your customers needs by customizable web pages e.g. personal greeting and ability to change site according to their individual tastes.

Lots of webpages will recommend something, such as apps, videos, friends etc., for the customers based on their preferences on record. When we using Facebook page, not only it will recommend the people it think you may know, it also provide some apps and games based on the games you are playing. Due to many games can log in with Facebook account, it has opportunity to track customers’ preferences. For Youtube, once you log in, it will record what you type in search bar and what kind of video you have opened before. Then it will generate the recommendations for you.

Interaction

Learn more from your customer by continued interaction. Dialogue used in order to understand the needs of the customer and what they value in the business, interacting and building the relationship.

Continuing to find out more about what customers’ needs or their special requirements, almost all webpage have search bar and help center to solve customers’ problem. For Facebook, if you have any problems that help center cannot solve, you can leave a common on the Facebook’s Facebook page anytime. It also set help community to let customers help each other. Youtube also has help center to solve problem and record customer’s needs. Except that, Youtube also leave a lot of contact channel for different proposal.

Integration

All aspects of the firm’s behavior toward each customer must be driven by the firm’s knowledge of that individual customer, across the entire enterprise — all its functions, divisions, and geographies. The company that commits to 1to1 relationships with its customers will not be able to operate solely within discrete functional or product units.

As I mentioned above, due to Facebook account can be used as an account in many different apps or games, it is easier for customers to share the link to Facebook. From the scream shots we can see, posts showing on Facebook timeline can be shared from app (Criminal case), other social media (Instagram) and video webpage (Vine). Meanwhile, interaction shows on Youtube is the different way. It can share its video to other website such as Facebook, Twitter, Google +, etc.

Integrity

The most important aspects of CRM is quick response times, with automated e-mails and on time deliveries playing a big part in building trust with your customers.

Easy ways on engaging a customer is by simply having a frequently asked questions (FAQ) page on your website to answer common questions and minimize time spent fielding nuisance calls.

For Facebook page, the most important things customers’ care is its information security aka privacy. Facebook set privacy basics for customers to change their information show in public. To remove the concern about the safety of their accounts, Facebook also have a page to shows data policy. For Youtube, it has policy and safety hub to make their security works go public. It also give some tips to customers to help them keep their Youtube safety.

Reference

Chaffey, D and Smith, PR 2013, Marketing Excellence fourth edition, Routledge, New York, NY.

https://www.facebook.com/

https://www.youtube.com