The 5 S’s of Digital Marketing

The 5 S’s of Digital Marketing

The 5 S’s of Digital Marketing were developed by Chaffey and Smith in the early 2000’s. It’s a marketing concept that is designed to review and define goals of digital marketing (Chaffey, 2019). 

The 5 S’s (Chaffey, 2019):

• Sell – Grow sales. 
• Serve – Add value. 
• Speak – Get closer to customers. 
• Save – Save costs. 
• Sizzle – Extend the brand online. 

The main objective of any company is to optimize revenue and profitability. An effective online marketing strategy has become fundamental to any successful business in the digital age. The concept of the 5 S’s focuses on the attraction and retention of customers. 

The first focus is to Sell your product across the online platforms and attract customers that you wouldn't necessarily reach through traditional marketing channels. Another important aspect is to serve your online customers. For example, you can offer online customers a 10% discount on online purchases or set up an online loyalty program. Then there’s Speak, you can learn more about your customers by actively engaging with them by online forums or live chat. This will also benefit customer satisfaction and loyalty. 

A very integral part of any business is to Save costs. An online business offers many ways to save cost as a physical retail location with staff might not be necessary. Also, it offers savings on traditional marketing activities as it will allow you to handle customer queries online through FAQ’s, direct chat or a support handle on Twitter. To Sizzle your brand you can work on engaging online campaigns on social media to attract attention and effective community management.

References

Chaffey, D. (2019). 5S Goals of digital marketing. Available at https://www.davechaffey.com/digital-marketing-glossary/5s-goals-of-digital-marketing/