The NEW 4 Cs of Marketing Explained!

if you have ever studied marketing
strategy you have surely heard of the
famous four ps of marketing representing
price product promotion and placement
but as our understanding of marketing
evolves new theoretical models are
emerging did you know that a new concept
has appeared the time has come for the
four c's of marketing so let's go over
what they are and how they will help
your brand communication let's get
started
the classic four piece of marketing
model explains four key factors that
address the fundamental pillars for
creating a marketing strategy and
influence the marketing and sales of the
product while they can be very useful
from a sales point of view they don't
reflect the reality of everything that
happens in a full marketing strategy as
they focus on the company that produces
the products the 4cs are a paradigm
shift because they put the consumer at
the center instead of the company this
fits much better in today's marketing
ecosystem where customers needs are
paramount and consumers have a great
deal of decision making power now
instead of focusing on the product place
price and promotion we aim our attention
and efforts on the consumer
communication cost and convenience
so what are the four cs of marketing
exactly number one consumer the first
and most important c is the consumer the
person who will actually be using the
company's products or services instead
of focusing our efforts on the product
itself as a company we must identify
what the consumer's needs and desires
are and the design solutions for them
the first step is moving towards this
understanding of the consumer is to
develop a buyer persona that is a
semi-fictional representation of the
brand's ideal customer focused on their
needs the purpose of a buyer persona is
to give you greater insights into what
your customers are and what they're
looking for once you understand this
you'll have a better idea of how to
develop your products or services and
how to market them effectively some of
the key data points to include when you
create your buyer persona are age
location education level profession
hobbies or interests goals or objectives
and of course pain points which consist
of any problems that the customers
experience these could be difficulties
in some aspects of their life questions
they need answered or just a general
lack of satisfactory solution to a
problem in some cases customers don't
even realize they have a pain point so
it's your job to spell it out for them
and show why your product is the best
solution for them number two
communication in the four piece model
promotion of products and services is a
key point but this approach is too
limiting in today's marketing
environment since its digital media
facilitate continuous interaction with
the customer and this should not be
exclusively promotional therefore the
four c's of marketing focus on
communication which includes all
interactions between consumers and
brands this also includes creating
activities and strategies aimed at
placing your product in the right place
at the right time and in front of the
right audience but the focus is no
longer on convincing the public about
the virtues of a product but on
providing value to potential customers
this is the best way of building a
relationship with them because you keep
a bidirectional communication through
the favorite channels of your audience
such as social media or newsletters you
should study the channels that your
audience use and go to them number three
cost where the four piece model focused
on price the forest season marketing
model extends this concept to talk about
cost the price the customer pays for
product is only a small part of the real
cost we need to think about what it
takes for the customer to get the
product and the inconvenience that they
may find in the way for example the time
it takes to go to the location where it
is sold or the amount of steps that an
online shop has we also need to consider
what the benefits of the product are for
the customer and whether or not these
are able to offset the total costs be
aware of what the issues are for your
consumers and try to lower them so you
can have more chances of finishing a
sale number four convenience the last of
the four c's of marketing is sort of
related to the cost convenience focuses
on the consumer's shopping experience it
seeks to make it as easy as possible for
people to purchase products and services
thus we not only have to think about the
locations where products or services
will be distributed but also about
things like online shopping or ease of
installation does your website have a
search bar or a filter to find the
products easier is the shopping process
very long and have a lot of steps the
goal is to reduce friction and make the
whole experience as convenient as
possible the 4cs model is not the only
way marketers are trying to refresh the
classic four ps of marketing here at
cyberclick we've also come up with our
own set of key ideas that in our opinion
make a marketing strategy truly
successful and helpful to our users
those are bring value to users whether
it's a blog post a video a podcast or
any other format you need to infuse
every single piece of content with
relevant information and always try to
answer the question and worries of your
buyer persona help your main objective
should be to make your users life easier
with your product or services and that
should be reflected in your marketing
messages and interactions anticipate
it's crucial for your company to
anticipate users needs and their future
demands adapt investigate how your buyer
persona consumes content which platforms
do they use the most and how to reach
them then adapt your content to make it
feel native and integrated in each
social network automate as a company you
should use automation technology and
incorporate it into your daily tasks to
speed up work optimize time and reduce
costs and offer a better user experience
now that you're familiar with the four
c's of marketing do you want to learn
another four key concepts that will help
you with your marketing strategy click
the video on the screen right now to
learn about the marketing mix and the
four ps of marketing and if you are
interested in other ways to better grow
your brand and marketing strategies
subscribe to our channel to stay up to
date see you next time
you