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Online Marketing Terms

Four C's: The four C’s are an updated digital marketing mix that focuses on customers, costs, convenience, & communication.


What Are the 4 C's of Digital Marketing?

Most marketing professionals know about the 4 P's of Marketing: Product, Price, Promotion and Place.

In today's ever evolving digital marketplace, however, the 4 C's are becoming a popular digital marketing mix. See below for a detailed review of each of the four C's:

  1. Customers: In the digital marketing world, it is vital to understand your target customer by understanding what drives them to purchase a product or service.

This category is more focused on the customer's need rather than the product.

It's important to do this by understanding what your customer is are looking for in the market place. In order to help your customer, you must understand who your customer is by identifying the following:

a. Age

b. Location

c. Gender

d. Interests

e. Purchase Motivations.

2. Cost: This part of the marketing mix is how much your customer will be charged for your product or service. When determining the cost it's important to consider the following:

  1. Costs to bring the product/service to market

  2. How much your customer is willing to spend

  3. Your competitor's prices

  4. Again, who is your customer to determine what part of the pricing spectrum will be appropriate.

3. Convenience: This portion of the marketing mix most closing resembles "Place" in the original 4 P's. The difference is convenience is more geared towards how your customer likes to shop.

For instance, do most of your customers prefer to go online or do they still prefer face to face shopping?

Also, for only online shopping, do they prefer using a desktop site, a mobile site, or app?

COVID-19 has obviously changed this portion of the mix for many businesses across the world. So, it's important to be flexible, if at all possible, with your ability to adapt to what is most convenient for your customers.

4. Communication: In today's lighting speed digital world, aka The Amazon World, customer's demand fast, relevant, & responsive communication more now than ever.

In fact, you may find one of the most important competitive edges a company can have, is to have better communication than their competitors.

Below are a just a few ways you can communicate in online with your customers:

  1. Social Media: Frequently posting on Facebook, Instagram, Twitter, and other social media platforms which best fit your target audience is imperative in today's market place. Be sure to respond quickly to comments and reviews.

  2. Messaging Apps: Use apps such as WhatsApp, Facebook Messenger, or WeChat to quickly and privately communicate with you customers. *I recommend if you have an upset customer posting on a feed, to direct them to messaging app so you can help them privately.

  3. Blogs: Posting blogs with helpful information in your industry is a great why to continue to give information to your customers.

  4. Website Content: Ensure your site's content is relevant to what your customer is looking. It's also important if helps solve their problem or answers their questions. Make the most needed information easy to access or the most commonly purchased products easy to find.


Quick Tips:

  • Use you website and social media analytics to help better define your customer base.

  • Be flexible with you how your customers can purchase your products and service. The pandemic has show us how crucial this is.

  • Ensure your website is mobile friendly.

  • Choose what social media platforms your will focus on based on your customer's needs.

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