Web marketing mix 4S is an alternative to the marketing mixes 4P and 4C.

This
model of the marketing mix was developed by Efthymios Constantindes as a
framewrok for the marketing activities management implemented through the
internet, known as Internet marketing.
Individual letters S mean:

Scope (strategy) - it includes strategic activities - linking the internet

activities of the organization with its marketing strategy, market analysis,
setting objectives and organizations tasks, definition of the potential
customers and analysis of thier purchasing behavior on the web

Site - websites today are often the main way of the communication (and
sales) between the organization and its customers. For the design of the
succesful sites is therefore crucial to find out:

What are the expactations of the customers to the site?

Why would they want to use the site?

Why would they want to return to the site?

Synergy - to ensure the synergies of three key components:

o

Front Office Integration - linking of the internet activites with other

marketing activites of the organization (a single form of the
communication, identical symblos, logs, uniform branding)

Back Office Integration - linking the internet activities with

other processes within the organization and with related IT
infrastructure and services

Integration with external partners - linking the site with the site and IT
services of the third party

System - it includes the management and operation of all the technological

background of the website (hardware,software, network infrastructure and
related IT services - administration of the web site, payment system, web
traffic monitoring)

4S Web Marketing Model

Virtual Marketing is becoming necessity day by day. With Virtual Marketing
strategic analysts have options on believing in applying marketing models like 4Ps,
4Cs, 5Ps, 7Ps or ICDT models. An another model - 4S model is put forward by
Constantinides for web marketing also known as Web-Marketing Model, WMM
Web-Marketing Model
E. Constantinides points out important elements of e-marketing. Where 4Ps or 5Ps

were successful for traditional and physical marketing, 4S by Constantinides is

becoming successful model for web marketing.
It describes web marketing strategy with four elements begin with 4S" including
Scope,
Site,
Synergy and
System.
The goal of this model is to design and develop marketing mix for B2C online
projects through controlling four S" elements.
4S of Web Marketing In Detail
The 4S Web Marketing Mix method from Constantinides identifies the following four
critical decision-making elements of E-Marketing:

SCOPE
Scope defines the main strategic issues at the bottom of the online presence; these
are subject to continuous management review and appraisal. The scope word
should be referred in terms of markets and competitors, customer profiles, impact of
the online operation on existing internal processes and the firm's online presence.
In 4S model, the scope element is of primarily strategic character and outlines the
decisions to be made on four areas:
The strategic and operational objectives of the online venture;
The market definition including measuring the market potential and the
identification/classification of the potential competitors, visitors and customers of
the site;
The degree of readiness of the organization for E-Commerce;
The strategic role of E-Commerce for the organization.

SITE

Site identifies the operational aspects of the online presence reflecting the
character, positioning and market focus of online firms.
The prime mission of the web Site is to attract traffic, establish contact with the
online target markets and brand the online organization.
Thus the corporate web site is functional platform of communication, interaction
and transaction with the web customer.

SYNERGY
The synergy factor holds a wide range of issues divided into three categories:
(a) The front office,
(b) The back office and
(c) The third parties in ones arm.
Online firms will make the most of their market impact by capitalizing on synergies
with on hand commercial and organizational processes while they fully utilize their
commercial networks.
Integration with the Front Office
This refers to integration of the firm's e-activities in the total corporate marketing
plan. The front office refers to conventional corporate communication and
distribution strategies. It is mandatory to provide the online presence of the firm the
initial support, desired in order to develop as a noteworthy element of the total
marketing program.
Integration with the Back Office
This refers to the fact that an extensive integration of e-activities in the current
organizational processes that is nothing but a vital condition to meet the needs and
expectations of online customers.
The back office synergy includes three issues:
The integration of E-Commerce physical support into existing organizational
processes;
The legacy integration;
Integration of the online operation into the company's value system.
Integration of the online presence with existing organizational processes might
mean that some of the traditional operations or procedural routines have to be
upgraded or re-designed in order to deliver the proper level of virtual customer
service and value.
Integration with External Parties and Company Networks
Integration with external parties and company networks is crucial after promotional
and logistical activities. They are vital while outsourcing processes which cannot be
done internally cost effectively.

SYSTEM

The system factor identifies the technological issues as well as the site servicing
issues to be addressed by the E-Commerce management. It provides an outline of
technical factors supporting the secure, safe, cost-efficient and customer-friendly
operation of the corporate web site.
Understanding 4S with Case study of Marketing Digital Products [1]
Scope
Market segmentation (demographic variables, geographic variables, psychographic
variables and behavioral variables) Potential customers (profiles, motivation,
behavior and needs)
Internal analysis (internal resources, value process, and the web sustaining
technology)
Strategic role of the web activities (information platform, educational, promotional
and transactional)
Site
Search Engine Optimization, Link exchange, Advertisements, Factors of web site
(domain, content, design, layout, atmosphere etc)
Synergy
Online store, the back office (physical book store)
System
Technology requirement of web site (stabilization, security, software, hardware,
protocol, system service etc), Preliminary payment system