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4: Access

In the age of the Internet, the location of a company plays a less important role. We do more
and more online. Access is also about convenience, for example access to information about
the product or service, such as online user instructions and the convenience of reordering parts
or additional services.

Consumer Cost Solution Information

Market Customer

4C SIVA
Communication Convenience Value Access

The 4C and SIVA model. Both focus on the customer. What are the differences?

1.4 Internet marketing strategies

A strategy is a plan or an approach by which business objectives are realized. It is not about the
details, but about the main points. After a certain strategy has been chosen, plans are made
for its implementation. These implementation plans are called tactics.

Three different Internet strategies can be used in online marketing:

1: The website strategy
2: The social media strategy
3: The platform strategy

1.4.1 Website strategy
In this strategy, all marketing activities are centered around the website and the achievement
of visitor traffic from outside the website to the website. An important activity in the website
strategy is the "search engine optimization", we will come back to this later. The aim of the
website strategy is to use the website as a marketing tool. In the beginning of this chapter we
already gave a hint about some of the elements of the website strategy. In the following chapters
all elements will be discussed.

1.4.2 Social media strategy

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