This seminar will assess a new proposed 4P marketing model for the digital future. The seminar will look at each new 'P' - Permission, Persuasion, Personalization, and Presence. For Permission, it will examine the importance of customer consent for marketing contacts. For Persuasion, it will discuss subtly getting customers to purchase products. For Personalization, it will cover speaking to each customer as an individual. And for Presence, it will address being represented across all marketing channels in a seamless way. Attendees will critically evaluate this new digital framework and determine how applicable it is to future marketing activities.

1. Principles of Business: Stage 2 Marketing
Seminar:
Assessing the new 4P model
Topic Number:7

2. Overview
With digital tipped to be the major growth area of the future it is
worth considering how it influences and shape the marketing
landscape.
We have seen a host of implications that will impact digital
marketing in the future such that culminate into a recently
developed new 4P model for the digital future. Today’s seminar
we will look at this model and assess each new ‘P’ to determine
the viability of the model.
We will start by looking at the role of permission and the right to
only be contacted if prior consent was given. Secondly, we will
assess whether we need to subtly persuade customers to
purchase from an organisation. Thirdly, we will look at the need
to adapt and personalise communications to the target audience
and finally the need to be present and represented across all
channels in a seamless way.

3. 3
Learning outcomes of this seminar
• Critically assess an upcoming digital framework
highlighting its pros and cons
• Determine and discuss the extent to which the
new 4P framework holds true in marketing
activities in the future
• Assess the extent to which some aspects of the
framework may take precedence over the others

4. Agenda for this seminar
Permission: The importance of providing consent to be contacted
Persuasion: The art of subtly getting people to buy your products
Personalisation: The need to speak to every customer as an individual
Presence: Being represented across all channels from bricks and
mortar to social media

5. Permission: The
importance of providing
consent to be contacted

6. Consider your own experience
You visit a website or
log-in to an account
You inadvertently signed-up
to their newsletter
daily
How do you normally feel and react to this?

7. What are anti-spam laws?
Anti-spam law restricts the sending
of unsolicited marketing emails
(‘spam’) to individual subscribers.
Unsolicited emails can still be sent to
corporate subscribers if they are
relevant to their work.
Anti-spam law is enforced by the
Information Commissioner and
breaches can lead to a fine of up to
£500,000. There is also civil liability
to anyone who suffers damage as a
result of the breach.
The rules are in the Privacy and
Electronic Communications (EC
Directive) Regulations.

8. Impact of clicking on the spam button
Some studies estimate that 30% of
recipients click “this is spam” button
to email marketing campaigns (Mail
Chimp, 2014)
What are the consequences?
The recipient’s internet service
provider starts to watch your activity
and if enough people hit the spam
button all your emails will be
blocked.
Complaints can also be forwarded
onto the ICO

9. Data Protection Key Principles

10. Persuasion: Getting
customers to buy INTO
your company and
products

11. Re-thinking the sales funnel

12. Persuading via Digital

13. Using Social Media to Generate Fans

14. Influencing non-digital business as well

15. Personalisation:
Every customer is an
individual

16. Generic communications less effective
CRM is not new, but has never
been more important; as
communication between brands
and customers is increasingly a
two way dialogue, CRM has
become pivotal to retaining
customers. It has become a case
of survival of the fittest. Brands
that do not know what their
customers want and deliver
accordingly, demonstrating loyalty
in the process, will be forgotten.
CRM is integral to ensuring
attainment of these objectives.

17. Personalisation helps you to…
• Convert,
• Cross-Sell
• Up-Sell
• Nurture
• Build relationships
• Supporters
• Activists
• Superfans
• Referrals
• Attract
• Capture

18. Making you make better decisions

19. Presence: Being
represented across all
channels from bricks
and mortar to social
media

20. Bricks and Mortar Business Enough?
“our resilient brands will
strengthen
their market positions and
performance as they
comprehensively satisfy the
preferences of our customers”.
Chairman HMV, 2007
“We are not changing direction
we will continue to move full-steam
ahead with our core business,
which is Blockbuster stores“
CEO Blockbuster, 2001

21. Need for omni-channels

22. Click and Collect: An example from Tesco

23. End of Seminar
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© Pearson College 2013