4I: A New Premise for Marketing Online

Abstract

New technologies require new paradigms and a fresh perspective in analyzing and comprehending their implications. Computer networks, the Internet and the World Wide Web (WWW) in particular have already revolutionized many business practices. The satisfactory application of traditional marketing models to the analysis of online marketing practices is difficult at best. Thus, this chapter offers a new and an intuitive conceptual framework for analyzing, interpreting and managing the marketing process in a connected world. Specifically, we propose a model consisting of four crucial aspects: Intensity, Integration, Interaction, and Identification (4I). Each of these four aspects should be carefully analyzed according to prespecified guidelines to ensure the success of any on-line business. The chapter describes characteristics that will be intrinsic to marketing in the future connected world. We investigate the reasons underlying these characteristics. We suggest a detailed procedure for managing these future attributes using the 4I model. In the process of doing so, we also compare and contrast our model to traditional marketing models and demonstrate its superiority.