C-Level Marketing
It used to be critical for every marketer to understand and apply the 4 P's of marketing. They are Product, Price, Place (Distribution) and Promotion. Seems a bit out of sync these days given the new world of marketing and the evolution of consumer interaction in the digital space.
I'm not suggesting we forget about the 4 P's, not at all. However, I propose we move up the alphabet and expand out. I believe we are now faced with 7 C’s of Digital Marketing. They are Content, Community, Conversation, Creative, Campaigns, Conversion and Commerce.
All play a very significant role together in today's ever changing marketing landscape. As search, social media, social networks, online video, virtual worlds, widgets, mobile and a host of other areas and elements gain in popularity, marketers must continually reformulate the way they approach and engage their audience. Today context is vital along with utility and, to a certain degree, entertainment. And, we can't forget about measurement. The need to quantify the effectiveness of our efforts is greater today (and I'd argue more attainable) than ever before.
Understanding how the 7 C's overlap, intertwine and are used in combination is just as important as the foundation set with the 4 P's.
Change is good.
Your thoughts in respect to "New" ideas, "New" concepts in e-marketing & e-commerce today and in the future! Technology is key to growth in today's marketing! Discuss.
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17 comments:
Change is good, I agree. With the ever changing technology in our world marketers have to be prepared to stay focused and evolve with the ever changing marketing world and the new ways to excel company sales electronically!
What a cheesy way to sell a new text book! The 7 C's are no more relevant than that of the 4 P's. I believe it is a great way to simplify concepts for those in online business, but why not use the already commonplace concepts and apply them to a modern way of doing business. What happens when we run out of letters in the alphabet to apply to marketing?
The 4 P's can be very vague when it comes to marketing. There are probably more letters in the alphabet that could be used to get a better definition out of marketing. The same goes for e-marketing and e-commerce. With the use of the 7 C's they are getting a better definition out of the product or website, what ever the case may be.
However, if companies are to expand their definitions they may step into irrelevant territory and therefore, losing their main points.
I don't where I stand on this one.
I believe that change is always good, but isn’t the 7C’s just a method of narrowing down the broadness of the 4P’s? In a way I can understand that people just learning about e-marketing how they would appreciate having these steps to follow but to me having done marketing first the 4P’s suffice. I know that the 4Ps are broad but in my opinion they cover everything that is under the 7C’s but not in such detail. The 7Cs are good as they prompt you to think of everything involved with online businesses but if you just knew about the 4Ps, you would do fine with e-marketing.
I believe change is good. I think with the way technology keeps changing you need to keep up with the new ways to market. The 7C's are a way of getting a better understanding of the 4P's, which you'll need with all the new technology.
I do agree change is good. With the way that marketing in the world is going now a days marketers need to be able to change their ways of business. I also agree that all 7 c’s play a key role for marketers but you get the same results from the 4 p’s. Technology is always changing and marketers need to go with the change.
So yes, everything is changing in the world today. And yes, for the most part change is good. But when it comes to marketing do we really need to change the 4P's? The 7C's are basically a more specific look at the 4P's. So if your business is very internet based then maybe that company would want to expand the 4P's into the 7C's. I don't see why anyone else has to change to the 7C's if they don't need to though. It doesn't matter how many letters you use or what context they're under, it will always rely back on the 4P's. Next who knows what will happen, will there be the 10W's???
I agree that change is good and the 7 C's are definitly needed to accomodate the ways marketing is changing. However, I think the 7 C's are just a broader definition of the 4 P's but it makes sense to expand on the idea as marketing itself continues to change.
The 7 C's seem to simply be an expansion of the 4 P's. I believe it is still essential for a marketer to understand and apply Product, Price, Place and Promotion, regardless of the marketing strategy, and while the elements of the 7 C's should be considered in terms of digital marketing, I think that focusing on the 4 P's, and carefully considering and evaluating these elements from an e-marketing perspective would be just as effective as adding 7 more factors to consider. I'm not saying that they should be ignored – they are valid points to consider - but I think a thorough job with the 4 P's should generally cover this additional information.
Although the 7 C's are criticized for looking at things from a business's point of view rather than the customer's point of view, one has to understand that these C's reflect a more client-oriented marketing philosophy.
They provide useful reminders - for example that you need to bear in mind the convenience of the client when deciding where to offer a service.
Some would argue that the marketing mix is too product-oriented, and that modern marketing should not focus on it. However, it does provide a handy framework for marketing analysis.
I think that change is good! When it comes the the 4 P's they tend to be very broad. Since times are changing and more and more people are turning to the internet and other sources. The 7 C's are a way of better understanding the 4 P's and a better way of breaking them down in to a smaller size. It just means you have to be able to memorize more words and buy new textbooks.
i think that's wise for retailers to zone in on the 7 c's - especially those who are just getting into business for themselves, or for those who are just embarking on their e-marketing plan.
while the 4 p's of marketing look at the big picture, they often neglect a lot of the key components that could make or break a business. i'm not trying to say that if someone memorizes the 7 c's that they'll be a success, but if anything that there's a chance that it might cause them to look at things differently, resulting in new ideas or improvements on their gameplan.
I agree that change is good and I also agree with the other comments that the 7c's are the same with 4p's but just with more detail.
The 7 C's might help individuals understand about marketing better and bring in a new way of learning sspects of it. I disagree with using them now because everyone is familiar with the 4 P's. It may just cause more confusion. We do have to change along with the times though, and if this is being introduced I guess we should begin to understand it.
I think the 7c's is something that is good to know. But at the same time they are more of an expansion of the 4 p's. Just broken down better. I think anyone in marketing should know the 4 p's and just understand the 7 c's
Change is always, However I still think that the 7 P's are no different than the 4 P's. As a matter of fact, the 7 P's mentioned above looks at marketing in a more broader way ! That's about the only difference.
We've been using the 4 P's for a long time, if it's been proven successfull there's no need to change it.
I think that marketing does need to expand past the four p's because sometimes that doesn't cover everything thats involved.
Change is good and to keep people entertained and amused, change needs to occur.
I think the 7 c's may cover more than the 4 p's by themselves. They maybe similar but its still good go out of the walls of just the 4 p's.
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