The emergence of different shopping channels and the ease of access requires marketers to focus on:
In that regard, the 4Cs of marketing model works toward establishing a dialogue with the prospects, understanding their wants and needs, and urging them to take action immediately. There is more than just a “give-and-take” relationship between buyer and seller. Considering advertising as a form of communication can help a marketer understand their audiences better, which indirectly contributes to boosting sales and customer loyalty. Companies increasingly use marketing tactics not just to promote their products, but also to find new talent. The use of an applicant tracking system is becoming more and more common, along with other tracking tools.
An Overview of the 4Cs Marketing Model
Instead of adding new elements, Lauterborn’s 4Cs of marketing provide a different and contemporary view of the classic 4Ps marketing mix. Fundamentally, the 4Cs of marketing emphasizes the importance of consumer focus with the approach to the marketing mix. It starts from the perspective of a modern and well-informed consumer who faces up with a vast choice of products and services in oversaturated markets.
No matter if you are using the 4Ps, the 7Ps, or the 4Cs of marketing model, the key point to remember is to identify and understand target consumers as well as their wants and needs. And then, you can offer tailored products and services that are meaningful to them and can lead to increased sales.
The introduction of 4Cs of marketing has created a considerable change in business practices. You might see the 4C model float around in the marketing world, but have you wondered what it is and how to understand its implications fully?
The third factor in the 4Cs marketing model is the convenience to buy, not the place or distribution only. Convenience to buy is an exciting concept when we live in a 24/7 always-on world. The proliferation of eCommerce, credit cards, and smartphones has made the provision of products to the customer a whole new game. A customer is free to visit a physical location to meet a need, as the concept of shopping from 9 a.m to 5 p.m has gone.
According to the 4Cs of marketing, instead of beginning the story with a product itself, the focus should be on selling only what the customer especially wants to buy. You can’t manufacture products and then try to sell them to a mass market. An excellent example of this is probably Nokia, making a lot of products, but failing to satisfy customer needs and wants.
The 4Cs of marketing is an integral part of the process of planning and executing in any business firm, as it suits better to the needs of smaller businesses that haven’t had strong brand name equity. Besides, people should not regard the 4Cs model as the replacement for the traditional 4Ps marketing mix, as together they can help businesses balance meeting goals and objectives with responding to the changing needs of their customers.