- The document outlines the evolution of traditional marketing frameworks like the 4Ps, 7Ps and 8Ps to more modern digital marketing frameworks focused on the customer experience like the 4Es, 5Is, and 6Cs.
- It then discusses two comprehensive digital marketing strategy planning models: PRACE which stands for Plan, Reach, Act, Convert and Engage, and SOSTAC which stands for Situation, Objectives and Strategy, Tactics, Action and Control.
- Finally, it addresses that digital marketers of the future will take on the role of Innovator, Integrator or Implementer, and encourages the reader to determine which role they will embrace.
6. Product
Oriented
8 Ps
Product Price
Place
Promotion
People
Process
Physical
Evidence
Partnerships
Optimizing internal
and external
processes through
the web
Digital value
Experiencing the
brand
Representation
New distribution
models
Price transparency
New pricing models
Online vs offline
mix
Integration
Resourcing and
training
Contact strategies
Online physical
evidence
Integration
Managed
marketing alliances
• Jerome McCarthy (1960) coined the term 4Ps: product,
price, place, promotion to define the marketing mix.
• Booms and Bitner (1981) developed the 7Ps to emphasize a
service mix. The extra Ps are people, processes and physical
evidence.
• Kenichi Ohmae (Smith, 1996) said that no company can
succeed globally without partners, thus the 8th P,
partnerships, was added to the mix.
7. Lautenborn (1990) suggested the 4Cs customer
oriented framework as a solution to the product-
centric approach of the earlier 4Ps (later modified
to become the 7Ps, then the 8Ps).
Cost
Cost to the customer
(price).
Customer
Customer needs and
wants (from the
product).
Communication
Communication
(promotion).
Convenience
Convenience (relative
to place).
9. THE MARKETING ALPHABET
GOES DIGITAL
It’s about the Customer
The largest differentiator between traditional marketing and digital marketing
strategy is its orientation. Traditional marketing focuses on products and
processes, whereas digital marketing focuses on the customer. This is a crucial
difference that has permeated the development of the new digital marketing
frameworks and their alphabets.
The 4Es
Lautenborn’s 4Cs was a definite step toward customer orientation, and
Rothery (2008) took this one step further by developing the 4Es framework,
which is comprised of experience, exchange, evangelism, and everyplace.
The 5Is and 4Is—The Is Have It
Peppers and Rogers (1997) were pioneers in customer orientation when they
introduced the 1:1 philosophy of marketing as a personal conversation
between seller and buyer. They define their framework using 5Is: identification,
individualization, interaction, integration, and integrity.
Forrester Research put forth its own customer-centric framework with 4Is of
customer engagement: involvement, interaction, intimacy, and influence.
6Cs and the OVP
Building upon the Es and Is above, Dave Chaffey (2004) suggested 6Cs of
customer motivation to help define a company’s Online Value Proposition
(OVP). The OVP is an important driver of a company’s marketing tactics.
See the following diagrams for more detail on these frameworks.
10. Experience
Every
place
Exchange
Evangelism
Rothery (2008) developed the 4Es framework as
a follow-on to Lautenborn’s (1990) 4Cs
framework.
Exchange
Price (as money or
credit is exchanged for
product or services).
Experience
A product is an
experience (including
online experience).
Every place
Place or distribution
should be everywhere
the customer wants it.
Evangelism
Promotion becomes
evangelism.
12. INVOLVEMENT INTERACTION INTIMACY INFLUENCE
What to Track
•Site visits
•Time spent
•Pages viewed
•Search
keywords
•Navigation
paths
•Site logins
•Contributed
comments on
blogs
•Quantity/freq-
uency of written
reviews, blog
comments,
forum
discussions, and
UGC
•Sentiment
tracking on
third-party sites
(blogs, reviews,
forums, etc.)
•Sentiment
tracking of
internal
customer
contributions
•Opinions
expressed in
customer
service calls
•Net promoter
(NP) score
•Product/service
satisfaction
ratings
•Brand affinity
•Content
forwarded to
friends
•Posts on high-
profile blogs
How to Track
•Web analytics •eCommerce
platforms
•Social media
platforms
•Brand
monitoring
•Customer
service calls
•Surveys
•Brand
monitoring
•Customer
service calls
•Surveys
FORRESTER’S 4IS OF CUSTOMER ENGAGEMENT
13. Customer
Motivation
6 Cs
Content Customization
Community
Convenience
Cost
reduction
Choice
Right content
Right context
Right media
Many-to-many
social networks
Personalization
according to
individuals or groups
24/7 availability of
a service
Internet perception
of lower-cost place of
purchase
Wider choice of
products and suppliers
than traditional media
• Chaffey (2004) suggests 6Cs of customer motivation to help
define the Online Value Proposition (OVP)
20. WHY YOU SHOULD EARN YOUR
DIGITAL MARKETING CERTIFICATE
WITH BRANDMAN UNIVERSITY
Brandman University is
part of the Chapman
University system, a
highly regarded,
regionally-accredited
university system with
global recognition.
Brandman University
offers Professional
Development Units
(PDUs), not CEUs, for
this Certificate. PDUs
are regarded by other
universities as higher
quality and more
transferrable.
Courses are offered in
a one-month format,
allowing you to
complete your
Certificate in as little
as six months, or to
progress at a slower
pace.
Learn from an expert
instructor with more
than 25 years of
industry and teaching
experience. Course
material is also
supplemented by the
insights and research
of other thought
leaders.
The Certificate is
offered 100% online
through a user-
friendly Learning
Management System.
There is no need to
travel, pay for child
care or interrupt your
work schedule.
Courses are offered
year-round, with a
new course section
starting on the first of
each month. Start
your certificate
program at any point
throughout the year.