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The customer, cost, convenience, and communication (4Cs of marketing) framework is one of the tested methodologies you can use to minimize your costs.
The customer-centric methodology seeks to focus on the key needs of the market, plus other critical but often neglected details, such as:
If your goal is to get the right promotional mix for your business, look no further than the 4 Cs of marketing. The methodology is additionally made better by Kaizen.
In other words, it promotes continuous optimization through testing, measuring, and analysis.
To track the performance of your marketing mix based on the 4 Cs, you need a tool that delivers actionable insights. If you opt to go manual, you’re most likely to consume a lot of time.
Tracking the performance of each marketing variable in your mix is easier said than done, especially if you do it manually.
It turns out there’s an AI-driven tool that can help you track the performance of your promotional mix using the 4 Cs of marketing methodology.
In this blog, you’ll learn:
Before we jump into the 4 Cs of marketing, let’s address the 4 Cs of marketing definition:
As marketers, chances are we’re all conversant with the four pillars of marketing strategy (4 Ps), namely:
However, the framework above is extensive. To narrow the scope down for easier execution, we recommend the customer, cost, convenience, and communication (4 Cs of marketing)
The 4 Cs framework focuses on marketing, selling, and personalizing communication with the target market. In other words, the 4 Cs of marketing are more customer-oriented than the 4 Ps.
Let’s check out the 4 Cs of marketing in detail.
The first C in the 4 Cs of the marketing mix is the customer’s wants and needs. Instead of focusing on the product, it fills a void in the customer’s life.
The marketing strategy, as mentioned above, is valuable for businesses interested in understanding their customers. Once you know your target market, it’s much easier to create a tailor-made product for them.
The second C in this marketing mix is cost. It is not only about the price which customer pays while buying the product.
Consumers are becoming much touchy about the product they are buying in the same price if other competitor is selling and that product has less negative impact on environment. So cost is not buying cost. It actually moves around different factors, like the location where consumer will be able to have it, opportunity cost and cost of other alternatives.
Keep in mind that only the price doesn’t usually convince the consumer to buy, so setting a low price won’t certainly drive sales and could hurt your bottom line.
The third C represents convenience.
Convenience is similar to a place in the 4 Ps framework. However, the former is much more customer-oriented. Once you’ve analyzed your customer’s tastes and preferences, explore further to determine how they like to access the product.
The goal is to make the product cost-effective and simple enough to acquire.
Lastly, the final C represents communication.
Personalized communication is critical in today’s marketing. And it’s the backbone that holds everything together in the 4 Cs of the marketing framework.
Communication is similar to promotion in the 4 Ps framework.
However, unlike promotion, communication in the 4 Cs of marketing methodology is more customer-oriented.
Keep reading because we’ll cover the importance of the 4 Cs in marketing in the next section. You don’t want to miss this.
Check out the importance of the 4 Cs in marketing below:
It’s expected that every pay-per-click (PPC) campaign should maximize our profits and minimize costs in the long term. With the 4 Cs of marketing, you can easily prioritize how to leverage minimal resources to drive significant impact.
One of the key advantages of the methodology is that it helps you create long-lasting relationships with existing customers.
Remember, your current clients can easily influence their families and friends to purchase your brand’s offering. Besides, it’s more profitable to sell to customers than new leads who need a little push to take action.
Some relationship marketing tactics run parallel with your internal marketing strategy. But, the 4 Cs of marketing can seamlessly fit in within your existing strategy.
Yes, it’s that flexible.
Keep reading because we’ll cover the 4 Cs of marketing with examples in the coming section. Yes, the examples we’ll use are incredibly easy to follow.
Before launching a Google Ads campaign, there are four primary points you should consider, namely:
Let’s dive deeper.
Who is your customer?
We recommend you craft a compelling customer persona to use in your message if you’re running a business.
Other questions to answer includes:
What do your customers do?
Where do they go?
What do they like?
There’re multiple channels you can leverage to drive sales and revenue.
The question to answer includes:
Does your target market prefer print or digital marketing? Or do they like both?
Where will they see your campaign?
If they’re baby boomers, print is ideal. Conversely, if they’re millennial, then digital channels are ideal.
The channels to use depend on other issues, such as your budget and the nature of your offering.
When it comes to creating the content of your PPC campaigns, think about the following:
Remember, no one has the patience anymore to read or watch lengthy adverts in today’s world. Keep it short and snappy!
The tone of voice matters significantly.
Do you want to sound conversational or formal?
Focus on your customers’ likes and wants. The performance of your content is dependent on factors such as placement, image, and font sizes.
Check the analytics for in-depth insights once your search engine campaigns are up and running.
If certain ad campaigns are underperforming, consider switching them off. On the other hand, if some adverts are performing incredibly well, maximize your spending.
Also, consider conducting A/B tests using imagery, tests, and videos for maximum conversions.
Keep reading because, in the coming section, we’ll cover the 4 Cs of marketing with examples.
In the age of omni-channel marketing and customer journey personalization, time is everything.
Yes, you read that right.
Whether you want to focus on email marketing, social media, or ecommerce, marketing automation can help you successfully implement the 4 Cs of marketing.
It can be challenging to get it right always when making decisions regarding business development, content marketing, or campaigns that you wish to run. However, automating these processes will make it easier for you to access objective customer data.
A centralized marketing automation platform can help you determine the viability of your decisions based on past market performance. As you navigate through 2023, the reasons to use automation to make your marketing strategy come down to staying agile and competitive in an ever-changing business landscape.
This is where PPC Signal comes in.
So, what is PPC Signal?
PPC Signal is designed ground-up purposely to help you optimize your clients as quickly as making a cup of coffee.
PPC Signal uses artificial intelligence technology to automatically monitor your digital marketing campaign data for changes significant enough to require your action.
These notable changes can be categorized as shifts, trends, or outliers.
A shift occurs when a series of consecutive data points fall above or below the norm. On the other hand, outliers are single data points that fall way above or below the standard deviation line. Trends are the relatively long-term up and downswing movement of a particular phenomenon.
These noteworthy changes are presented as signals.
Each signal is labeled as either a risk or an opportunity. More so, you have absolute freedom to choose the noteworthy changes to pursue.
Below is a dashboard of a PPC Signal, analyzing a Google Ads account.
On the left side, it has section, which provide multiple options, to filter the results and signals which are coming on the center of the dashboard.
Each signal has blue Explore button which offers more details about a signal using charts and additional information.
You can easily bookmark a signal for later reference by clicking the Bookmark button.
For instance, the dashboard above reports a decline in clicks while impressions are increasing. The aforementioned is an anomaly because clicks and impressions have a directly proportional relationship.
The red color denotes a risk, which should be urgently acted upon.
If you click the blue Explore button, you’ll come across a window with a visualization chart providing extra insights into the opportunity or risk detected by PPC Signal.
Also, you have an option of accessing key insights via tables, as shown below. To interpret the table below, check the color codes for each column. For instance, green denotes growth while red shows decline.
Based on the diagram above, on Jan 30th, 2023, impressions grew to 28, but no clicks were recorded.
Coincidently 4Cs of marketing are acronyms for two different models proposed by different people:
It’s expected that every pay-per-click (PPC) campaign should maximize our profits and minimize costs in the long term. With the framework, you can easily prioritize leveraging minimal resources to drive significant impact.
One of the key advantages of the methodology is it helps you create long-lasting relationships with existing customers.
The customer, cost, convenience, and communication (4 Cs of marketing) is one of the tested methodologies that can be leveraged to trim your overheads.
The customer-centric methodology seeks to focus on the key needs of the market, plus other critical but often neglected details, such as convenience and personalized communication.
If your goal is to get the right promotional mix for your business, look no further than the 4 Cs of marketing. Kaizen further boosts the methodology. In other words, it promotes continuous optimization through testing, measuring, and analysis.
To track the performance of your marketing mix based on the 4 Cs, you need a tool that delivers actionable insights. If you opt to go manual, you’re most likely to consume a lot of time.
Yes, you read that right.
Tracking the performance of each marketing variable in your mix is easier said than done, especially if you do it manually.
It turns out there’s an AI-driven tool that can help you track the performance of your promotional mix using the 4 Cs of marketing methodology.
So, what’s the solution?
PPC Signal is an AI-driven application you can leverage to implement the customer, cost, convenience, and communication (4 Cs of marketing). The easy-to-use application uses advanced algorithms to detect opportunities and risks in your Google Ads account automatically.
No matter how complex or paralyzing your data is, PPC Signal provides actionable observations about positive and negative changes occurring in your marketing campaigns.
Sign up for a 7-day free trial to successfully implement, track, and help in optimization of Google Ads campaigns in respect to 4Cs of marketing.
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