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 Ps 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 Cs. I will present the 7 C's, which require a change of mind, in this chapter.

Without the 7 C's, normal traditional marketing would no longer function optimally. I have discovered these C's and would like you to benefit from them today.

C 1/7: Customer

Today, the marketing strategy must be focussed on the customer. You need to understand what motivates customers, what customers think, what customers want and what their needs are. It's not about statistics, psychograms or pretty graphics, but about the people behind them.

The Internet is all about understanding visitor behaviour: 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 change here: just a brand alone no longer helps if the mind of the customer is not understood. Some brands are redeveloping their brand position - simply orientated towards the customer.

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

C 2/7: Consistency

Quick shots without planning quickly lead to frustration on the Internet - because only those who slowly but steadily offer their services, products and advice on the Internet have a chance. Google likes old websites that have proven that they can stand the test of time. That's why it's 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 purposefully pursue a goal and position themselves strategically. Simply make sure that you regularly convince Google of your determination and consistency with new content on your website. A blog, for example, is ideal for this. Google loves blogs because they are updated frequently and usually have a very simple design - ideal for both man and machine.