What is the marketing 4C?

The marketing 4C is an evolution of 4P marketing (Product, Price, Promotion, Place) due to digitisation. Unlike the 4P strategy which is based on the product. 4C marketing puts the customer at the center of the strategy and decisions made. This development is due to new consumer consumption patterns. It pushes companies to adapt more to customers who are increasingly demanding.

What are the 4C of the marketing?

The objective of 4C marketing is to facilitate the customer journey in the conversion tunnel. This type of marketing keeps the same mechanics as 4P marketing, but modifies the axis of reflection.

Consumer Needs

This involves analysing customer needs in order to propose a suitable solution. The company seeks to know its target in depth, it will question the consumer’s motivations and take into account their obstacles and their fears. This approach is more focused on customer satisfaction rather than product promotion.

Cost to satisfy

The objective is no longer to define the most advantageous price of products for the company, but to know the price that customers will be willing to pay for the offer. Indeed, price has become less decisive than customer satisfaction and experience.

Convenience of Buying

The goal is to facilitate the customer’s purchasing journey in order to optimise the distribution policy. To do this, the company is multiplying and merging distribution channels (working on omnichannel).

Communication

Here we find the same elements as in the “Promotion” of the 4Ps, but with other aspects. The goal is to increase interactions with customers. The main goal is no longer to promote products, but to create relationships by uniting a community around the company.