The marketing mix connects today with tomorrow. But what happens in the digital age? The role of the traditional “four Ps”, their superior “four Cs” and Inbound Marketing as the finishing touch.
Many companies have a great product and a great structure of trained employees who are suited to the needs of the position. However, they lack the marketing of said product (or service): there is a goal, but not a path that leads to it.
It is in this context that the idea of marketing mix and its “four Ps” emerge, ideas that are a few years old but that in the digital age take on a different meaning and special importance.
The marketing mix and the four p's
The marketing mix is about all the actions that must be put in place for a product or service to achieve a commercial objective. There have been several theories on the subject, but the one that prevailed for many years was that of the “four Ps”: the variables to be controlled and taken into account so that any marketing strategy works properly and customers can get to know it and consume it.
These four aspects are:
Product or service : traditionally, the advantages and positioning of costa rica phone number the product in the market are sought.
Price : Related to the above, what price is a person in your audience willing to pay?
Place : Control of production and distribution according to demand is necessary. In addition, it is important to take into account the channels for offering the product or service.
Promotion : Through communication and public relations, the product and all the strategy behind it must be offered to the right customer.
Overcoming the “four Ps”: Let’s talk about the “four Cs”
The four variables from the previous point are the basis of all marketing from 1960 to the present. However, the marketing mix today has evolved a lot due to all the social, technological and behavioural changes (just think how much the world we knew before 2020 has changed). The “four Cs” emerged in 1990 as an updated and more accurate approach to managing the marketing mix today.
The most substantial change in the “four Cs” is the focus on customer service and, ultimately, on loyalty , a much more effective strategy than constantly acquiring new consumers.