The document discusses how the classic "7Ps" of marketing - product, price, place, promotion, people, process, and proof - still apply in the era of social media, but also introduces three new elements: purpose, personality, and picture. Purpose refers to consumers wanting to know a company's social impact. Personality means consumer engagement is more crucial and depends on the tone a company strikes. Picture means marketing is becoming more visual and imagery will be a key battleground. The original 7Ps framework still applies but must incorporate these three new elements in order to succeed with 21st century growth hacking.

1. by Faisal Hoque
founder of:
HOW DO THE CLASSIC "7PS" OF
MARKETING STACK UP IN THE ERA OF
SOCIAL MEDIA?
THE THREE NEW
RULES OF GROWTH
HACKING
Cover Photo: Flickr user Calvin Lee

2. Back in the 1960s, markeNng guru E. Jerome
McCarthy introduced the "4Ps" of markeNng
to drive revenue growth: product, price,
promoNon, and place.
History of MarkeNng

3. PURPOSE, PERSONALITY,
AND PICTURE
The three new pieces of the puzzle that every growth-minded
company needs to bear in mind are :-

4. In the digital age,
consumers' social
conscience has never
been stronger. They now
want to know where
their products and
services come from and
how they impact society,
culture, and the
environment.
Purpose:

5. Social media now offers
unprecedentedly
immediate connecEons
with celebriEes and
once-distant brands.
Consumer engagement is
now a more crucial and
mulEfaceted game than
ever before.
Personality:

6. MarkeEng is becoming more visual,
making imagery—in the most literal
sense—more integral to a company's
growth strategy than ever.
The power of "pictures"—not taglines
—is going to be a key baJleground in
the fight for consumers' percepEons.
Picture:

7. It's worth reviewing the original "7Ps" to
determine how these three new elements
intersect with them when it comes to 21st-
century growth hacking.
How the original formula
stacks up today

8. Understand your customers' needs
and create products with benefits
that exceed, not just fulfil them.
Product

9. Make sure it's
posiEoned
compeEEvely, not
just relaEve to
compeEtors, but
also with an eye to
your intangible
"brand value."
Price

10. For some businesses,
digital technology has
actually put a fresh
emphasis on real-
world experiences,
even while opening
the door wider to
virtual ones.
Place

11. With more plaPorms for making your
company's voice heard, it's crucial to
consider the tone it strikes, then listen
for how customers respond to it.
PromoEon is now a conversaEon.
PromoNon

12. Your people are the
ambassadors of your
product, and your culture
is oRen a mirror of the
customer experience.
People

13. Just think of what
Uber has managed
to accomplish by
building a process
around customers'
needs.
Process

14. Social media can generate
helpful proxies for consumer
interest.
Proof

16. Shadoka’s poraolio of offerings enables
entrepreneurship, growth, and social
impact. Our customers and partners
aspire to create sustainable value. They
are focused on repeatable and
measurable impact. We enable their
aspiraEons.
We bring together the management
frameworks, digital plaaorms, and
thought leadership for:
• EvaluaNon, execuNon, and
monitoring of programs
• Scaling sales, revenue, and
profitability
• CreaNon and management of digital
communiNes and marketplaces
About SHADOKA
Follow us @shadokaventures
shadoka.com

17. About Me
Founder of Shadoka and other
companies. Shadoka enables
entrepreneurship, growth, and social
impact.
Formerly of GE and other global
brands. Author of several books,
including Everything Connects – How to
Transform and Lead in the Age of
Crea:vity, Innova:on and
Sustainability (McGraw Hill, 2014) and
Survive to Thrive – 27 Prac:ces of
Resilient Entrepreneurs, Innovators,
And Leaders (MoNvaNonal Press, 2015).
Follow me @faisal_hoque
faisalhoque.com