4 Pillars E-marketing Model

In the previous post about Internet marketing strategy I mentioned Four Pillars E-marketing Model.

In 2003, my friend and colleague Ivan Surjanovic (www.ipowerstrategy.com) and myself developed 4 Pillars Internet Marketing Strategy, as the concept of the applied e-marketing goals. The model has been presented at “E-trgovina” Conference, Serbia, in 2004.

4 Pillars E-marketing Model describes the use of the most efficient Internet marketing technologies and the tactics, according to particular client’s needs. The main goal of this model is to connect the direct response effects of particular e-marketing strategy, with the elements of online branding strategy. In other words, 4 Pillars e-marketing methodology should be used as the “bridge” between direct response strategies and online branding. Another name of this model is 4C E-marketing Strategy.

4 Pillars Internet marketing strategy

4 C model is based on the four pillars of Internet marketing, as well as on the basic phenomenal aspects analysis of an organization’s online presence:

1. Content
The uniqueness of the Web site content and the concept, facilitate direct and indirect (e-branding) effects of an organization’s online presence. The key to the success is the original concept (Unique Selling PropositionUSP), where the content accomplishes online goals.

2. ClickStream
The observation of all user’s activities on the Web site – e.g., where did he/she came from, what he/she did (visited) on the site, where he/she went (…). ClickStream activities enable the site interaction improvement. The precise analysis of user behavior on the Web site, represents the strongest weapon of an online presence.

3. Communication
As the on-site activity, RSS feeds, chat functionality, and another communication tools, with the appropriate use, are able to magnify the most wanted response of the Web site (Web page). In addition, click stream analysis (C2) should empower the content (C1), to reach better communication results (on-site, as well as off-site).

4. Conversion
Using effectively the first three pillars of Internet marketing strategy, the result should be better direct effects (the conversion from visitors to customers). The goal of this online strategy element is to additionally improve the Web site conversion.

The variation of this model is W.I.S.E.:

1. Web Site Content
2. Interactivity
3. Search Engine Visibility
4. Effectiveness

We (P2 Internet and IPowerStrategy) implemented this model several times (not all clients need this kind of strategy development, nor all of our services depend on this model).

Ipipi.com Case Study

The best results (until now) we accomplished, with the complete implementation of this model, on the www.ipipi.com project (2004). We raise the traffic in six months from 60.000 visitors/month, to 120.000 visitors/month.

I have to say (write) that we had a very good starting point, with a lot of data of the previous promotional activities (as I wrote, when we started the consulting, Web site already had 60.000 visitors/month, and we knew after the evaluation that the improvements are very possible).

What we did?

– Web site redesign (C1)
– The creation of several micro sites (C1,C3)
– Landing Pages Strategy (C3,C4)
– SEO (C2, C4)
– Link Building Strategy (C2)
– Banner Advertising Strategy (C3,C4)
– Search Engine Advertising budget increase (C4)

The base of this model is, that the results can be seen only after the complete strategy implementation (it needs time and patience), and there is no space for the immediate success, if you want a long lasting results.

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