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The Four P’s of Internet Marketing

In the early 1960s, Professor Neil Borden at Harvard Business School identified a number of company performance actions that can influence the consumer decision to purchase goods or services. Borden suggested that all those actions of the company represented a “Marketing Mix”.

The four P’s of Marketing are:

  • Product
  • Pricing
  • Placement
  • Promotion

Internet marketing is just another way to market…right?  Well, sort of.  We can market using traditional means and experience success, but the internet, unlike any other medium, allows a more personal approach.

Anyone with a TV knows the name Billy Mays.  Infomercials use personality based marketing to build a relationship between the presenter and viewer.  The problem with TV is there is no long term search value to the personality of the presenter or presentation.  Using the internet, we can create a infomercial type discussion with long term search value.

We need four additional P’s:

  • Personality
  • Purpose
  • Perspective
  • Patterns

Personality as in a personal look at you. Your hobbies, believes, and personal experiences.  These become connection points to others like you.  All things being equal, people prefer to do business with people they like.

Purpose: Trying to get listed high enough for your industry keywords is very difficult.  Our purpose, then is to capture attention from prospects when they are NOT looking for business, but rather browsing the interest for entertainment, education, or encouragement.

Perspective should always be focused on the desires of your target customer.  If your target customer likes dogs, then writing about your love of dogs will build a relationship with the visitor.

Pattern could also be called strategy.  Since we are writing on topics of interest, not necessarily connected with business, we need some way of drawing readers over to our business website.  If we are targeting dog lovers, then we need to include a subtle hint how our love of dogs affect our business life.

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A business blog allows you to create search engine rich content you can share on social media sites and bring new traffic to your company website.

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