6 I’s of Internet Marketing That Every Marketer Should Know

Shooby Kandel
Aug 28, 2017 · 4 min read

This article will be a breakdown of the 6 I’s of internet marketing using www.theiconic.com.au as a case study.

1Interactivity allows visitors to engage with the website and brand on a higher level. Contributing to their marketing efforts and providing social proof.

You can see in the above image how The Iconic allows for their audience to make product suggestions. The voting system tells the Iconic how much demand there is for an idea. They are also quite active on social media and provide calls to action for site visitors to follow them and engage.

2Intelligence refers to the data gained through market research and how a company may use information such as customer demographics to their advantage. You can see in this example how The Iconic provides a reason to

shop: Fathers day. They then target my 2 main concerns of online shopping. Will there be a BS delivery fee? and what if I don’t like the item I bought? With those out of the way, they’ve provided an option for those who might be low on funds at that exact moment or waiting on the next pay check before shopping with the after pay option. Finally, they’ve included a discount on selected styles. This eliminates almost all objections that a potential customer from their demographic might’ve had before making a purchase.

3Individualisation refers to how dynamic the content of a website is to suit an individuals needs. The Iconic provides users with a large menu to search by category and an intelligent filter bar after choosing a menu category that allows you to filter by price, size, colour, etc. to suit your individual needs.

4Integration refers to the combining of different media channels to provide a more wholesome marketing approach. This allows for greater interactivity and intelligence as users should easily be able to move from one channel to another via the integrations. The Iconic has shown this by linking their popular Instagram page with their website where followers can purchase the clothes they see on the page. There is also a bonus element of interactivity where users are informed of having a chance to be featured if they engage with the page.

5Independence of Location refers to consumers having the ability to access the website no matter where they are located or what device they are using as long as they have an internet connection. This means that the marketing can also be done independent of location.

In the right image below, you can see how the website is responsive meaning that the text and images will move around to suit whatever screen size is being used to view it. In the left image, you can see The Iconic app that provides power users with a smoother custom built experience than visiting the website on mobile.

Left: Phone App Right: Ipad

6Industry Restructuring refers to how marketing methods are continuously evolving to suit the times and this causes waves in the industry as more marketing tasks are automated through new technologies. For example Buffer allows you to manage all of your social media and posts from one platform and Canva allows you to create all sorts of graphics simply and efficiently. Both these apps combined save hours in time when compared to the traditional method of doing what they achieve.

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Shooby Kandel

Written by

Co-Founder —www.mude.agency | Reckless musings from a young entrepreneur passionate about innovation, lifestyle and change.

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