We continue with chapter 11 of the series “how to create a digital marketing plan step by step.” After 11 chapters more than a series of posts, it seems like a book on how to make a digital marketing plan. Last week the post was titled “from 4 Ps to 4 Cs” , and this week we will continue to delve into this evolution and take it one step further and we are going to work with the 4 Es marketing mix. As we have already explained, 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 Integrate the Belarus Email List new digital tools in the marketing plan The title of this week’s post is: “Digital Marketing Plan from 4 Cs to 4 Es” so we are going to focus all our attention on the 4 Es marketing mix 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 From 4 Ps to 4 Cs Finally, to complement all these articles, you can consult some free marketing books at the Btoc Database following link: 100 free books on digital marketing and social media THE EVOLUTION OF THE MARKETING MIX In the last two articles we already covered the marketing mix. In the first we saw that in 1960, E. Jerome McCarthy conceptualized the famous 4 Ps of Marketing as Marketing Mix (product, price, place and promotion). But like everything in life, marketing also evolves. Today’s consumers learn very quickly and force brands and products to continually reinvent themselves if they want to be in the top of mind of their potential customers. At a particular level, it is totally impossible for me to explain the marketing model of Google, Facebook or Wallapop to cite just a few examples with the 4 Cs marketing mix. If I try to do the same with the 4 Ps Marketing mix the task is practically impossible. So what model do we have to use? Well, it is another than the marketing of more than 4 Es. BACKGROUND Christopher Graves ,
President & CEO, Asia Pacific, of Ogilvy Public Relations Worldwide, published for the first time in 2005 a new mix model, which over the last few years has been very inspiring for me: The marketing mix of 4 Is. In the post of the previous week, we saw that for Marketing it evolved towards the Cs model. The prominence that the PRODUCT had, went to the background thanks to the fact that many companies began to place the CONSUMER at the center. The obsolete advertising models based on PROMOTION were replaced by COMMUNICATION or CONVERSATION to make sense of the idea of placing the consumer at the center. They stopped thinking in terms of DISTRIBUTION (Placement) to adjust the supply chain to the needs of the new star of the end of the century, the consumer, being replaced by CONVENIENCE. Finally, the PRICE became relative to become COST. Let’s go to the topic at hand today, the 4 Es marketing mix. MARKETING MIX, FROM 4 AM TO 4 AM To be able to work in Digital Marketing, we need a model that responds to the needs of the 21st century consumer. Es’s marketing mix model fits these needs perfectly. On the other hand, this model must be able to integrate the digital transformation that is taking place in both markets and companies.