According to HubShout, the 6 I’s of marketing include: Interactivity, Intelligence, Individualism, Integration, Industry Restructuring, Independence of Location. However, 5 I's will be discussing further on my chosen website as per assignment requirement.
1. INTERACTIVITY
Interactivity refers to business that allows customers to interact with each other. customer to business for any enquiry or doubts. in contact with the website and seeking any information required regarding anything. Victoria’s Secret took customer service seriously which can be seen in their website. Such as Victoria’s Secret site is well structured, customers can easily browse the site and for any assistant Victoria’s Secret have customer service tab, contacts and live chat options for any enquiries. in additional they also reply on social media pages to keep in touch with their customers and provide better service.
2. INTELLIGENCE
Intelligence refers to a technique to collect data from customers for business benefits in a cost-effective manner. Business gains data of customers through activities of customers on the websites and later use that information in implementing new ideas based on data collected via websites. Like other websites Victoria’s Secret too collects customer’s information by customers visit on the website and keeping track of their activities such as pervious buying, login details, email provided, and contact number etc. According to customer activities the site provides similar product to customer. Victoria’s Secret personalise customers online experience with content and offers that are tailored to customer’s interests. Victoria’s Secret uses web cookies and other information technologies to gather data.
3. INDIVIDUALIZATION
Individualisation refers to website content presented in a way that suits customers’ needs and wants. to manage individual interests Victoria’s Secret uses various techniques to customise the products. on the website individual have option to create an account and save any products in shopping cart and can track your order arrival status. Secondly the site provides users with a large menu to search by category. Plus, Victoria’s Secret have this thing on their websites called “LOVE LIST” where customers can add what products they like and make their own personalise list of products.
4. INTEGRATION
Integration is a change towards digital world of marketing. In today’s era, social media plays vital role in marketing. social media platform is one of the most popular place for any businesses to showcase its products and services. Likewise, Victoria’s Secret also uses social media such as Facebook, twitter, Instagram, YouTube and Pinterest to promote their business.
5. INDEPENDENCE OF LOCATION
Being able to do the marketing of a product or service from a personal computer at home is a great advantage of Internet marketing, as well as the ability to be reached as a consumer from anywhere with a Wi-Fi connection whether it be via mobile device or computer (HubShout, 2018). Victoria’s Secret also have their app for phones and tablets moreover customer can access to their website online from anywhere with internet connection. Victoria’s Secret stores are in different part of world as well as they provide international shipping. To show evidence screenshot is given below.
Reference List:
Anon, (2018). [online] Available at: https://www.victoriassecret.com.au/? [Accessed 24 Aug. 2018].
Chaffey, D & Ellis-Chadwick, F 2016, Digital Marketing: Strategy, Implementation and Practice, 6thedn, Pearson, Harlow, United Kingdom.
HubShout. (2018). The 6 I’s of Internet Marketing. [online] Available at: https://hubshout.com/?The-6-I%E2%80%99s-of-Internet-Marketing&AID=324 [Accessed 24 Aug. 2018].
Medium. (2018). 6 I’s of Internet Marketing That Every Marketer Should Know. [online] Available at: https://medium.com/@sho0by/6-is-of-internet-marketing-that-every-marketer-should-know-5d8ba9675836 [Accessed 24 Aug. 2018].
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