Many believe that the 5 I’s described by Peppers and Rogers are essential when it comes to online and interactive marketing. The 5 I’s are a remix of the 7 P’s, but do not completely replace them because the 5 I’s define more of the process needed whereas the 7 P’s are all the variables that the marketer controls (Chaffey & Smith 53). Many websites do a great job at using and showcasing the 5 I’s but two that I found did it particularly well were Ticketmaster.com and Apple.com
The first of the 5 I’s is Identification. Identification refers to knowing who your customers are, and in as much detail as you possibly can. To know each customer individually and to be able to tell what they like and dislike and what exactly they’re looking for throughout your entire relationship with them, rather than just individual targeting (Peppers & Rogers). Both Ticketmaster and Apple do this by allowing you to set up an account with them, and once you have done this by welcoming you with your name, your geographical region, and then an interface that goes along with that. Anyone who has an Apple device automatically has an account, so once they sign in it is very easy for Apple to pull details from all of their devices. They can then target certain products towards you, and tell you of things relevant to your region. Ticketmaster uses the geographical region you provide when making an account to notify you of events in your area right after you log in. They also do things like log your credit card information to make new purchases a breeze once you sign in. All of these things show that the business knows you, your habits, and want to give you the best experience possibly based off of this information.
The second of the 5 I’s is Individualization. Individualization refers to a company realizing that all customers are different and have different needs and wants, and giving them all benefits accordingly. Therefore, adding long term value to that customer’s relationship with the firm (Peppers & Rogers). Ticketmaster does this in a few different ways. First, they allow a customer to tag certain artists or events as their favorites. Then, Ticketmaster can notify them right away when that artist or event is coming near them. They also allow you to manage any current tickets you have, and to resell tickets you have bought through them if you desire to. Apple uses individualization by allowing customers to tag products as their favorites, or creating shopping carts with products they want to buy or are thinking about buying, so they will not have to sift through all of the products again when they log back on. They also show related products based on ones you have selected to benefit the consumer, and will show your past orders if you wish to see what you have selected in the past.
The third of the 5 I’s is Interaction. Interaction refers to a company allowing necessary dialogue from customers in order to learn about their needs, build relationships, and have a better idea of what they need to improve on (Peppers & Rogers). Ticketmaster facilitates interaction by allowing customers to rate and review events for other customers through email after they have attended. They also have a Help page which has an FAQ along with popular help topics, and a contact email, phone number, and address for those who have other questions. Similarly, Apple has a support page which gives you popular support topics and question by device, and if your question is not answered, you can then schedule a call, call yourself now, or start an online chat session.
The fourth of the 5 I’s is Integration. Integration refers to a firm’s behavior toward a customer across all functions, divisions, and geographies. Companies must coordinate their activities to work together and in unison for each customer to provide them a great experience and add value to the company (Peppers & Rogers). Ticketmaster does this by linking their mobile apps, Facebook page, Twitter page, and Google+ page, and also having an international site and information so that customers can view all facets of the organization. Apple is similar in that they also provide international sites users can view everywhere, and gives links to authorized retailers and Apple apps that provides customers with tons of access.
The final of the 5 I’s is Integrity. This refers to a company having to secure the trust of its customers. If a customer cannot trust you, they will not want to give out their information or build a relationship with you, so it is a must (Peppers & Rogers). Ticketmaster builds trust by having a page dedicated to their privacy policy which outlines exactly how they will use any information collected by you, and your privacy rights when it comes to their site. They also will email you if there are any changes to this statement, and there is a contact number for anybody with questions pertaining to it. Apple has a privacy page as well in the form of a personal message from the CEO explaining all of their policies and uses. They also provide account holders with yearly updates about their privacy policy, and how you can manage your privacy within devices that you purchase from them.
Peppers, Don, and Martha Rogers. “The Five “I”s of One-to-One-Marketing.” Marketing-Trends (2006): 121-32. Crmodessey.com. Web.
Smith, P. R., and Dave Chaffey. Emarketing Excellence: Planning and Optimizing Your Digital Marketing. Oxford: Butterworth-Heinemann, 2013. Print.
