The Intersection of Creativity and Analytics in Marketing Strategy

McCarthy´s well-know 4 P´s model was the main pillar of marketing education for more than twenty years. But in 1990 according to Lauterborn it was time for the model to retire. Product, price, place and promotion were suitable for world that no longer existed. It was more about being focused on a customer, to be customer-oriented. And a new formula was invented – Lauterborn´s 4 C´s. (Quing, Wein & Huilan 2013. 207.) The new model was suggesting to 

forget product and focus more on what customer wants and needs. Lauterborn stated that the market has changed and that companies can no longer sell just whatever they can manufacture. He proposed that product should be replaced with customer needs and wants and tried to suggest that companies should only try to sell what customer specifically wants to buy. (Lauterborn 1990, 20.) In this new model price was supposed to be forgotten as well. 

Instead of being focused on adjusting the price companies should try to understand consumers´ costs to satisfy what they want or need. Lauterborn was saying that price is almost not relevant at all. The actual price is just one part of the actual cost. Shown on an example – if company is selling burgers the price does not really matter. It is the cost of time to drive to the burger place, the cost of conscience to eat meat at all, versus perhaps the cost 

Of guilt In this new era with arrival

of credit cards, personal phones and selling catalogs place was no longer relevant and was suggested by the 4C´s marketing mix to be replaced with - convenience to buy. People in those days did not have to go anywhere to buy products anymore. For the companies it was no longer about having the nicest shop in the city. It was more about offering the customers convenient and maybe more comfortable and easier way of purchasing their products. 

(Lauterborn 1990, 20.) Last but not least promotion was replaced by communication. It is said that communication is maybe the most important aspect in this new model. Lauterborn was saying that a good marketer and seller can say almost anything if using the right words (Lauterborn 1990, 20). He was also predicting that the second millennium will be mainly based on communication. And he was right. Following picture shows how product, price, 

place and promotion from original 4P´s model got swaped for consumer, costs, convenience and communication.According to Harvard Business Review classical multiple P´s model is outdated and over. The classic marketing mix consisting of 4 P's - product, place, price and promotion has been around for more than fifty years. But in today's business-to-business (B2B) world, this concept is too much oriented towards the product and not oriented enough 

To deliver solutions which are more 

important in this context. (Ettenson, Conrado & Knowles 2013.) It has been found that his model has three significant disadvantages when used in B2B industries - it makes the marketing and sales team to put emphasis on product technology and quality despite the fact that these are not the ways of differentiating themselves anymore, because they've become the cost of entry. Secondly, the model doesn't put enough emphasis on building awareness  

the superior value of the solutions they offer. Lastly, the model doesn't make them realize that they should build on their advantage, which in B2B world is diagnostics, advice and problem solving. (Ettenson, Conrado & Knowles 2013.) The 4 P's model is a good and well-established model for a reason. However, for the B2B world, the model needs to be adjusted. A SAVE model swaps aspects from classical 4P´s model to more suitable aspects for B2B 

environment. Products are swapped with solutions, place with access, price with value, and promotion with education (Ettenson, Conrado & Knowles 2013). This new scheme is displayed below and shows which aspects from normal marketing mix substitute which aspects from SAVE model.A paper offers a thorough knowledge of how parasocial relationships and opinion leadership influence purchasing intentions of followers. Empirical 

Online followers of two Instagram accounts

verifies the complementary effects of thought leadership and parasocial ties in influencer marketing. Post elements help to control these effects; narrative posts increase impacts as well. Correspondent inference enhances the impact of a parasocial relationship; opinion leadership has no effect at all. Emphasizing the relevance of the social component of influencer marketing, these research advance knowledge of and practice of it. Farivar and 

associates 2020 Using data they gathered in Ho Chi Minh City, the authors of another report looked at the opportunities of social media influencer marketing. Influencers discovered that four factors—consumer involvement, product relevance, content quality, and influencer trust—significantly influence consumers' buy intentions; they also enjoy a considerable degree of customer trust. Nam & Dân, 2018.Based on a questionnaire survey of 410 Slovak consumers 

aged 15 and above, a paper provides the findings of a secondary research study on the strategic marketing planning of SMEs in South Aconsumer habits, mostly for those under 35. Its reasonable application inside businesses is recommended. 2020: Nadanyiova & colleagues Tillväxten inom internationalisering has företag som expanderar till utländska 

Conclusion

marknader i snabb takt. Dagligens. Another paper presents a conceptual framework for entrepreneurial marketing, outlines its components, and argues that På samma sätt som tillväxten inom internationalisering har sociala medier för att sevilken role internationalisering spelar för användningen av influencer marketintervjuer tillsammans med ett frågeformulär 109 respondener. Studien har struktur som kan ses i referensramen; två huvudämnen: 

internationalisee campaign o cooperation are their property and subject to copyright. In this situation, the best fit for the business is to include a specific condition in the agreement allowing the advertiser to make re-use of the influencer's produced material. Given the terms of use—in terms of time measurements of the content, the permitted media channel has to be stated as such. (Agreement of Influencers, 2021) Asking detailed questions to influencers 

businesses, the fact of whether or not a written contract exists was inquired of both sides. Is any official contract between the company and the influencer Is a contract created when you close the arrangement with brand How exactly does it wor The answers the businesses received fell into two categories with varying reasoning. Of the companies, 33% said they have a formal contract, which they signed a Services Agreement or a Service Lease Contract

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