Mission-Critical Strategies for Success ... by FRANK FEATHER
The “6Ps” of Biznet Marketing Strategy
Biznets achieve exponential growth by applying the “6Ps” of digital marketing.
These cluster into inter-related systems — one focused on product, the other on customers.
Product “Value Web”
The three product-related “Ps”
can be highly-automated routine activities that the manufacturer and/or
retailer carries out at low cost.
The main point is that the linear
value chain is a defunct concept. Mass-customized products, e-channels,
and dynamic pricing become interwoven into a “value web” that must
function flawlessly and seamlessly in real time over a Biznet.
It must
be a truly friction-free network that the customer can take for granted.
Mass-Customized Product:Built on-demand, in real time, to precise specifications — often by the customers themselves via a personalized website.
AnyPlace + AnyTime:Ordered anywhere (locally
or globally) at anytime (24 x 7 x 365); delivered to a PC or other
digital device, or physically to a home, pick-up center, or store.
Dynamic Value Price:Dynamically priced, in discussion with the customer, often through an online bidding or auction process.
Customer “Experience"
The three customer-related “Ps” require most attention.
The Web amplifies “word of mouth” through “word of modem.” Hence,
Biznet marketers must allocate more resources to building profound
customer experiences.
Much time and money must be invested in database
marketing, customer relationship management, and website design — design
that doesn’t just create a website but builds a meaningful,
distinctive, and compelling online brand presence.
Precise 1:1 Positioning:Real-time customer data collection and lifestyle profiling, to leverage lifetime value, via opt-in permission marketing.
Personalized High-Touch Service:Balanced high-tech/high-touch service which anticipates and enhances each customer’s needs through personalized, customized solutions.
Profound Brand Experience:Brand interaction which optimizes buyer experience, ensuring a “bookmark” on buyer’s “Favorites List.”