The importance of aligning marketing with customer decision-making (the 4 Cs)

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Marketing tactics and the understanding of how audiences respond to marketing evolve over time. Trends and behavioral patterns all play a role in determining the most effective marketing methods.

Traditional marketers will let you know that the “four P’s” are a proven way to gain competitive advantage, but modern times have proven that people are becoming much more aware of their consumption and choices. Consequently, the four Ps, which focus on products and services rather than the consumers themselves, are losing popularity. On the other hand, the four Cs (customer, cost, convenience and communication) are the newest and most effective marketing model, which is used today.

Four Cs and four Ps: their main differences and similarities

There are tiny similarities between the four Cs and four Ps of marketing methods, and while both methods have valid concerns as well as points, if the function is to convert potential customers into paying customers, the differences between these two methods are the key to increase conversion.

Some might say that the four Ps are more product-oriented and winning products should be the focus, but in a world that is constantly influenced by global trends, digital chatter and shifting opinions, this is not the case. It’s only by focusing on the will of consumers that companies can truly find their market.

Related: Customer Service Is Your Best Marketing Strategy

Customer vs product: which is more important?

As mentioned above, manufacturers could be much more interested and invested in creating a stellar product. If this product ticks all the boxes that a customer is looking for, it will definitely be a hit among the masses. However, if the product uses harsh chemicals that are known carcinogens, consumers will disregard the fact that the product is the most effective on the market at doing what it is supposed to do, as consumers begin to care about themselves and their best interests. .

A good product ensures that it does not pollute the environment, because the environment directly affects the consumer’s quality of life. It also does not contain harmful chemicals, as it can directly or indirectly harm the health of the consumer. When these things are taken into consideration, it can be obvious that consumers do not need the best product that does its job, but a product that they feel safe in.

The marketing message that companies send to their customers also makes a difference. A product-oriented message offers no value to the consumer. It’s just a fact that doesn’t affect them at all. Take for example: “The best-selling shampoo in Japan!” vs. “Tangle-free, frizz-free hair is yours” – only one of these examples resonates with customers, and it’s not the old tagline.

Cost vs price: isn’t it the same thing?

At first glance, it may seem that cost and price are synonymous, but the fact is that cost can indicate certain values ​​beyond the monetary sense. Perhaps a better way to look at it is to dissect the value of the product and determine if it is worth the cost it bears. A $3 detergent might be the best value when consumers consider its quality and effectiveness, but a $6 detergent that is plant-based and does the job just as well will be considered the superior product despite the price. , because consumers now understand that the price directly reflects its quality. A vegetable detergent is often preferable, especially for sensitive skin, children or simply more eco-responsible.

In the past, companies focused only on lowering prices, believing that cheaper is better. In a way, this might work in poor areas, but in the global landscape of the world, corporations are not targeting third world countries, but the middle working class who dominate the majority.

Related: It’s all about customer service

Convenience vs. Place: How easy is it to buy your product?

Before digitization, shoppers often frequented retail stores and brick-and-mortar outlets so they could get what they wanted. However, e-commerce has become a permanent, if not pervasive, part of the retail world, and consumers are more likely to buy something on the Internet than to shop in malls.

First, there’s the idea that the same product in a mall would be more expensive, due to rent and other store overhead. However, buying it directly from their online store would minimize the cost. It depends on the store itself. Usually, brands price their products at a uniform price across the board, but when it comes to groceries, the average consumer has noticed that the price fluctuates depending on the mall where the purchase is made. and often find that online options are much cheaper, because the middleman is cut out of the picture.

Second, the convenience offered to consumers. It’s much easier to browse a website and put a few items in the cart and checkout than it is to dress up and go to the physical store to browse and do essentially the same thing. If you are able to pay your bills online, why would you go to an office so you can wait your turn? Psychology and logic are the same.

Communication vs Promotion: Are You Reliable?

A fitting analogy for promotional messages is a bit like shouting without listening. Companies try to come up with the catchiest slogan (like “BUY ONE, GET TWO FREE!”), regardless of what the customer actually wants. What if all the customer wanted was 100ml more? When businesses listen to their demographics, they quickly realize what they need to change to better serve their customers.

Communication is something that digitization has changed forever, not only in terms of business relationships between their clientele, but even between the consumers themselves. People post reviews and share their opinions online and publicly, and if companies don’t take this opportunity to listen, they’re sorely missed.

Businesses are beginning to move towards connecting with their consumers. This is good for everyone, because companies no longer have to make guesswork to deliver what they hope consumers want, resulting in tons of waste and lost investment if the product is a flop. Moreover, it also creates a symbiotic relationship between consumers and businesses, which decreases losses and risks.

Related: The Face of Smart Marketing? Your client.

About Cassondra Durden

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