The 5 I’s of marketing

The following post aims to illustrate how the Glue Store and Youtube utilise Pepper and Rogers 5 I’s of marketing in their websites.

1. Identification – The companies ability to understand the details of who their customers are.

When signing up for a Youtube account, the website asks for your age and gender to get an idea of the demographic of their customers. However, Glue Store does not ask any such identification questions. As such they may be unaware of the demographic of their customers.

2. Individualism –Companies tailored offering for lifetime purchases

Glue store offers rewards for becoming a member such as tracking your purchases and being able to checkout with more ease, along with receiving extra benefits such as birthday rewards and special offers.

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Youtube has at the bottom of its website different languages that the website can be converted into. Additionally it asks for your home country so it can recommend trending videos within that nation.

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3. Interaction – Dialogue used in order to understand the needs of the customer as well as interacting and building a relationship.

Glue Store offers several means of communication for their customers inducing a live chat as well as an email address to get in direct contact with regarding complaints and queries etc.

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Youtube offers their customers a Help Centre which has many FAQ’s and responses but does not offer a email address or any way in which to get in direct contact with anyone. It does however offer a community help forum where you can directly contact other customers regarding any issues you may have.

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4. Integration – of knowledge of customers into all parts of the company

Glue Store has a banner for ease of access to certain products that the customer may be interested in buying

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Youtube has a recommended section on its website for videos from similar channels and videos to ones you have previously viewed. Each Youtube website is unique and individualised due to prior video searches

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5. Integrity – the companies ability to devolp trust through non intrusive marketing

Both Glue Store and Youtube have sections of their websites dedicated to their companies terms and conditions as well as privacy laws to ensure the customer feels safe on their websites at all times.

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Online Business Models

The e-Business model, like any business model, outlines how a company operates, how it provides a product or service to their customer and ultimately,  how it will generate revenue. As such, it is crucial that a business understands what type of online business model they would wish to create in order for them to generate revenue.

As each company is different, no one business model will work effectively for every business. It is important that a company work out what business model is most effective for their given situation.

While there are many types of online business models, outlined below are two online revenue business models with examples websites using that model.

The Affiliate model

The affiliate model is simply the process of advertising another companies products on your website in exchange for a commission payment. This type of model is often referred to as a pay-per-performance ad deal in that a business rewards the ‘affiliate’ for each visitor or customer brought by the affiliate’s own marketing efforts.


For example ‘Amazon associates’ offers commission to the marketer on any item sold if they were sent to Amazon via an advertising link on a website.

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This model can be attractive to an individual or business because they never actually take ownership of the product, or even have to handle it. They are rewarded for simply referring customers to a retailer when they make a sale.

Subscription model

The subscription business model is a model whereby a customer must pay a subscription price to have access to the product/service. This type of model does not sell a product individually, but rather allows for periodic use (typically monthly or yearly) of a product or service. For example Netflix offers members who subscribe unlimited viewing of offered television shows and movies after an initial subscription payment is made.

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Oftentimes subscription models offer different packages according to the type of content the subscriber is allowed access to. As can be seen above, Netflix offers a basic, standard and platinum plan and the price varies according to the content available to the subscriber.