You’ve probably already heard about the 4 P’s of marketing, right? However, the P is not the only one with fame in this area.
Let’s say that this concept has evolved and today what is fashionable are The 4 C’s of Marketing!
Like almost everything in this life, marketing has also changed a lot, it has been transformed and addresses increasingly complex concepts. And that is why it is now possible to create better strategies to attract more customers and better understand their .
And in the marketing mix there is always something new. The 4 C is one of them, a concept totally focused on the consumer.
Well, but after all, what is it about?
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Where did it all start? Know the 4 P’s of marketing
Although this concept is still in the minds of many people who work with marketing strategies, it doesn’t hurt to remember it, right?
It was developed by Jerome McCarthy, based on the studies of Neil Borden, in the 1950s.
The or marketing mix, are: Product, Price, Place and Promotion.
At the center of this concept is the product. And that is why it is the first of the P. In addition to the merchandise or service itself, this point refers to everything related to it, such as packaging, design, warranty, etc.
The second P is that of . Its about product value and everything that has to do with this aspect, such as discounts, financing and conditions.
The P of Plaza is related to the place where the point of sale is located and the complete distribution of the product. In other words, here are the logistical aspects of your business.
And finally, the Promotion, which refers to the promotion of the product, such as sponsored links or even in traditional media.
These are the 4 P’s that, for a long time, were the main pillars of the area and have evolved into the 4 C’s of marketing, the main characters of this text.
Therefore, read and discover how each of the 4 Cs helps you when designing the marketing plan for your business.
What are the 4 C’s of marketing applied to the digital environment?
If the P’s are about the product, now is the time to pay attention to who is buying, their needs, their satisfaction, convenience and, of course, how you communicate with them.
This idea within the marketing mix has been developed since the 1990s by Robert F. Lauterborn.
Although it is an “evolution”, the truth is that the two concepts can coexist, which makes it possible to have a more assertive strategy that is better adapted to the consumer’s journey.
But do you know what each of the C’s of marketing means?
1. Consumer
The first C refers precisely to the protagonist of this strategy, the consumer.
One of the most important aspects when creating a marketing strategy is knowing your target audience well. After all, only then will it be possible to offer a solution to the problems faced by potential customers.
In this sense, creating your buyer persona is essential, since it goes beyond the traditional target audience. It also includes habits, lifestyle and even your desires.
All that is possible to know! It is that, once you know your client in depth, it becomes much easier and quality services.
For this reason, in the 4 C’s of marketing, first think of your client that everything else can come in a simpler way.
2. Cost
In the 4 P’s, this would be the time to talk about Price. But is not the case. In fact, do not think that we have changed a word for a synonym. After all, cost is not the same as price.
Here, what we need to think about is the Cost as a whole. This includes anything the consumer (notice it appears here again) will need to spend to purchase your product or the costs your company may have to offer it.
And the cost also takes into account other factors besides the price itself. For example, the time it will take for the consumer to have the product in hand (a very important factor in the case of ) or the trip to your point of sale.
And, of course, it also includes the benefits that the consumer will have with your product or service, which must be measured when making the final decision on the final cost.
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3. Convenience
Before, Point of sale. Now, Convenience.
If Point of Sale refers to the exact location where your store is located, convenience encompasses more elements. This factor is closely related to public access to your product.
Based on the behavior of your buyer persona, you should be able to know if your customers prefer to buy in physical stores or online and what they are willing to do to buy your product.
Therefore, much more than physical aspects, we are also talking about the with your brand.
If they don’t think it’s convenient to close a deal with you, it’s likely that the public will decide to buy from the competition.
4. Communication
The fourth and last of the 4 C’s of marketing occupies the old place of Promotion. This item deals with the way you relate to the client.
It is at this point that the you need to position your brand in the market, maintain the business’s reputation and communicate through the means used by the client.
Communication has to do with dialogue, with how the company can charm the target audience. This is different from Promotion, when it was necessary to persuade a person to buy.
Therefore, communication is directly related to interactivity. And the are among the main tools for creating this dialogue.
But don’t think that communication includes only social media engagement. It also covers the creation and distribution of relevant content for the audience.
You must remember that this interaction will always vary depending on the consumer’s day. After all, at each stage the public needs a different approach and content.
What is the importance of these 4 C’s of marketing today?
As you have been able to read throughout this text, marketing is constantly changing. At every moment, new elements, especially those that come from the Internet, make the consumer act in different ways.
And the 4 C’s of marketing are concerned with understanding customer behavior and habits and how this can help you sell more and better.
Take advantage of the 4 C’s of marketing and reach more customers
The 4 C’s of marketing help a lot when it comes to creating a more effective strategy that adds value to the product and, above all, satisfies the needs of the consumer.
And that strategy, of course, also depends on other factors related to content marketing.
And we have an excellent text on the subject, so you know how to create and what you create.
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