6 I's of Internet Marketing

This blog post will break down the 6 I’s of Internet Marketing, as seen on Spell and the Gypsy’s online store.

1. Interactivity: This is the power of the website that allows consumers to become interactive with their marketing collateral. (Khan, 2018)

(Spellandthegypsy.com, 2018)

Spell encourages direct interaction between themselves, and their consumers in 2 ways. As seen on the bottom right corner of their website, you can direct message the Spell Customer Service team with a question for an instant response during opening hours. Secondly, as seen on the right side, you can submit an enquiry, suggestion or feedback.

2. Intelligence: Internet marketing provides a level of intelligence. This is data collected because of extensive market research, that can be used to the company’s advantage (Kandel, 2017)

(Spellandthegypsy.com, 2018)

For example, Spell display on the top corner of the website ‘Free shipping on orders over $150’ and ’30 day returns’. This provides immediate answers to common questions, and works as an incentive for consumers to spend more.

3. Individualization: This refers to a websites ability to customized the marketing to individual needs. It can be based on location, demographic, age, gender, interests, and more. (Khan, 2018)

(Spellandthegypsy.com, 2018)

Spell does this by providing a large menu, and search category, where consumers can search by clothing category or provide filters depending on their wants and needs.

4. Integration: Integration is the combination of different media channels via Internet marketing also allows the point of interactivity and intelligence to occur (Khan, 2018).

(Spellandthegypsy.com, 2018)

Spell does this well by integrating customers Instagram photos on their product page, to show how real customers have styled it! Similarly, you can also access all their media platforms in one click in the emblems at the bottom of their online shop – easy!

5. Independence of location: This is the means of providing people, like myself, the ability to access a product/ service from any location and on any device!

At home? Go online shopping! On the bus? Go online shopping! At your friend’s birthday party and a bit bored? All good, jump on your phone and go online shopping!

E.g. Spells website as seen on a laptop computer.

(Spellandthegypsy.com, 2018)

VS.

Spells website on a mobile phone.

(Spellandthegypsy.com, 2018)

6. Industry Restructuring: The marketing industry is constantly evolving (Kandel, 2017). As a result, this results in marketing tasks becoming automated, removing the middle man from the process (Khan, 2018).

For example, Spell uses many types of social media platforms including Facebook, Instagram, Tumblr, Pinterest etc. They can connect these social platforms, and when they post to one, it will automatically post to all other platforms. This saves their time going and posting individually on each platform! (Kandel, 2017).

References –

Khan I, 2018, 6379 Internet Marketing, lecture 1 Week 1- Introducing Digital Marketing [Accessed 24/08/18]

Kandel, S. (2017). 6 I’s of Internet Marketing That Every Marketer Should Know. [online] Medium. Available at: https://medium.com/@sho0by/6-is-of-internet-marketing-that-every-marketer-should-know-5d8ba9675836 [Accessed 24 Aug. 2018].

Spell & The Gypsy Collective - Australia. (2018), Spell & The Gypsy Collective - Australia. [online] Available at: https://shop.spelldesigns.com.au/ [Accessed 24 Aug. 2018].