We continue with the tenth chapter of the series “how to create a digital marketing plan step by step”. The truth is that this is looking more and more like a book. There are many who are encouraging me to continue with this work and from here, I take the opportunity to say thank you! Last week the post had as its central theme the “evolution of the marketing mix”, and this week we will continue to delve into this evolution. As we already mentioned, the marketing mix is what has evolved the most in recent years, with the aim of: Adapt to the demand of the new consumers of the 21st century Barbados Email List Integrate the new digital tools in the marketing plan The title of this week’s post is: “Digital Marketing Plan from 4 Ps to 4 Cs” so we are going to focus all our attention on the more 4 Cs marketing model. On the other hand, if you missed the previous articles in that series, how to create a digital marketing plan step by step, you can access them through the following links: Introduction to the Digital Marketing Plan Structure of the Digital Marketing Plan Digital Marketing Plan: Situation Analysis THE Digital Marketing plan: SWOT, CAME and Cross SWOT Analysis Digital Marketing Plan: Competitive Advantage Brand Potation Digital Marketing Plan: Target audience Definition of objectives Evolution of the Marketing Mix Finally, to complement all these articles, you can consult some free marketing books at the following link: 100 free books on digital marketing and social media THE 4 Cs OF MARKETING MIX IN THE DIGITAL MARKETING PLAN BACKGROUND In the 80s, the concepts of CRM (Customer Relationship Management) began to appear. These models focus mainly on the needs of the client / consumer, giving rise to an important shift to the traditional approach to Marketing. Robert F.
Lauterborn in 1993 conceived the relational Marketing model by revising the traditional P’s model to give a twist to the Marketing Mix. It should be noted that, for the first time, the consumer is placed in the center, which leaves the product in the background, always without diminishing the importance it deserves. Relational Marketing does not only take the consumer as the center of attention, but begins to give Barbados Email List importance to all stakeholders, such as workers, shareholders, suppliers, creditors, etc. THE NEW TECHNOLOGIES First of all, it is not easy to Btoc Database understand Digital Marketing without taking a good look at history. It should be noted that many events have led us to the current situation, an era in which technology advances at breakneck speed, an era in which academics do not have time to create models that fit the needs of the world. around. 1973, Motorola researcher Martin Cooper makes the first call from a mobile device. 1981, IBM launches its first personal computer. 1984 Apple introduces the new Mac through an ad aired in the Super Bowl, the most expensive in history. 1990 First advances in 2G technology. 1992 TV surpasses newspapers as the leading advertising medium. 1994 The first case of commercial spam occurs. 1993 Creation of the new marketing mix model
“The 4 Cs” of Lauterborn. 1994 HotWired launches the first advertising banners in separate campaigns for AT&T and Volvo. 1994 GoTo.com launches the first CPC ad. 1995 Appearance of the first cases of viral marketing. 1995 Yahoo and Altavista launch their first search engines. Robert F. Lauterborn had created a new Marketing Mix model in 1993. A model capable of providing solutions to many of Marketing’s needs, but almost in parallel, we were contemplating the birth of the new Digital Marketing. A NEW MIX MODEL: THE 4 Cs The 4 Cs of the Marketing mix in the digital marketing plan are the following: C1 Consumer C2 Communication C3 Marketing / Cost C4 Convenience Mix 4 Cs C1 CONSUMER First of all, we have to bear in mind that in the P’s model, P1 is the product, and in this case we are replacing it with consumer, which brings us to a new perspective. For the first time, we put the customer at the center, and we are therefore talking about the starting point for the “Customer Centric” models . This is a fundamental shift in perspective, as pioneering companies begin to place more importance on the consumer than the product. C2 COMMUNICATION OR CONVERSATION If when using the Marketing Mix of the 4 Ps we were talking about Promotion, from now on we begin to treat this section as communication. It should be noted that the difference between the two is the interaction.