Traditional marketing textbooks from the 1960s through the present have always taught the four P's of marketing: product, place, price, and promotion. We were taught to really dig into each P to really understand our product offering and plan an effective marketing strategy. That model remains timeless yet is more focused on a mass marketing perspective.
In the 1990s, we were given the four C's: consumer, cost, communication, and convenience. The four C's are a consumer-focused concept that moves us from a mass marketing perspective to a niche marketing one, which is more relevant in today's increasingly digital and personalized marketing landscape.
Now, newer models are incorporating social media and its impact on traditional customer interaction, and there's a debate whether the old models are still relevant. The marketing mix is different for every industry, but traditional marketing still works in our continuously digital world.
Smart marketers will adapt to the new landscape and use the correct marketing mix of new and old technologies to tell their story to their audiences.
Desk jockeys at their corporate jobs are flocking to extreme obstacle course races at stunning rates year after year. They're looking for that all inclusive experience that takes them away from their daily routine. Similarly, when you walk into a Starbucks, its marketing advantage is the experience of that slice of time when you're in the shop. The sights, smells, baristas, and coffee are all part of a well-constructed marketing plan designed to give you an experience that you'll crave repeatedly.
Digital and traditional marketing can both give customers unique experiences in their own way. Marketing should not operate in a fractured vacuum; in-person experiences should be part of story that involves multiple touchpoints with digital and traditional media. Use the physical advantages of traditional marketing methods to draw in consumers and give them a special experience when they come in contact with your brand.
2. Engagement of the senses