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ELEKTRONIKPRAXIS column: Part 009: If you want to be successful on the internet, you need the 7 C’s instead of the 4 P’s of marketing


Surely you know the 4 P’s of marketing: Product, Place, Price and Promotion. Here, too, the world has changed – if you really want to be successful on the Internet, you have to deal with the new 7 C`s. I will present the 7 C`s, which require a change of mind, to you in this chapter.

Without the 7 C’s, even normal traditional marketing no longer functions optimally. I have discovered these C’s and would like to let you profit from them today.

C 1/7: Customer

Today, the marketing strategy must be focused on the customer. You have to understand what motivates customers, what customers think, what customers want and what their needs are. It is not about statistics, psychograms or beautiful graphics, but about the people behind them.

The internet is about understanding the behaviour of visitors: what they like to do, why they do it, what they don’t like to do and why they don’t like it. This is very important for success on the internet because a website is perceived as pleasant or annoying within seconds. There has been a 180-degree shift here: just a brand alone doesn’t help anymore if the mind of the customer is not understood. Some brands are redeveloping their brand position – simply oriented towards the customer.

Practical tip: Have someone look at your website for the first time. And ask him to find, for example, information x on the website. Stand behind him while he surfs your website. You will learn a lot about user behaviour.

C 2/7: Consistency

Quick decisions without planning quickly lead to frustration on the Internet – because only those who offer their services, products and advice slowly but steadily on the Internet have a chance. Google likes old websites that have proven they can stand the test of time. Therefore, when it comes to Internet marketing, it is important not to believe that investing money today will pay off tomorrow.

Sustainability and consistency lead to success. This distinguishes websites and shops that simply want to make a “quick buck” from those that seriously and single-mindedly pursue a goal and position themselves strategically. Simply make sure that you regularly convince Google of your determination and consistency by adding new content to your website. A blog, for example, is ideal for this. Google loves blogs because they are updated often and usually have a very simple design – ideal for man and machine.

Last updated on 7. February 2023

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