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Inbound Marketing Blog

Moving from the 4 Ps of Marketing to the 4 Es

We recently stumbled across an article by Ogilvy & Mather titled The 4 Ps are out and the 4 Es are in. In it, they talk about the traditional teachings of the 4 Ps of marketing - Product, Place, Price and Promotion - as passé. To be successful in today's market, there is a noticeable shift in how companies should approach consumers.

The Internet has changed the way people find, research, and buy. In order for marketers to truly succeed online, they must adapt to these new buyer behaviors.

Here's how you can make the leap from a traditional 4 Ps of marketing approach to the modern way of doing business with the 4 Es - Experience, Everyplace, Exchange, and Evangelism.

(Website) Experience Over Product

Consumers today are more focused on the experience they have with a business rather than the product features. The amount of data available to you today makes it easier to see what buyers want. By harnessing your website's analytics, you get a better understanding of your customer's journey.

When looking at your analytics, start by considering how people view your business on different devices. For example, do your customers have a good experience on their mobile devices?

The goal is to give a consistent and enjoyable experience across all platforms from mobile and social to your website. The experience they have with your brand should be the same no matter where they find you.

Everyplace (Online) Over Place

People spend a long time researching products online before they buy. Positioning your business in everyplace keeps you front of mind.

Consumers' needs change depending on when they find you online, and how they access you. Google makes it so that every page on your website is accessed just like your homepage. When your customers can find you everyplace they look, you get more conversions because it is easy for people to find you.

Exchange Over Price

What your website offers is not always something tangible. Sometimes, you ask for your website visitor to engage with you on a different level than making a purchase.

Perhaps your goal is for them to download a whitepaper or report. Perhaps you want them to sign up for your newsletter.

No matter what you're trying to get them to do, you need to earn their trust. This way, they'll feel comfortable exchanging their coveted information, such as their credit card number or email address.

Evangelism Over Promotion

With social media, you have the opportunity to turn your customers into evangelists. To do this, you need to give them a reason to share what you offer. This means you have to promote evangelism over your products.

Start a conversation with your followers and fans and give them a reason to talk about you. The more reasons they have to spread the word about your business, the more evangelists you'll have on your side.

Many businesses have had tremendous success just by making these changes. Have you put any of these 4 Es into practice in your marketing?