Has the arrival of customer-centricity replaced them? In what way has digital managed to change the sales and marketing funnel?
The 4Ps model, which includes place, promotion, price, and product, has been the primary marketing strategy for the main part of the 20th Century. This model made the most sense for the marketers that were once mainly tasked with making sure they reached targeted audiences which were free from any type of direct communication channel, nor the types which afforded feedback that was meaningful. Television, radio and print media were once the main marketing-channel groups, whereby the 20th-century consumers would find out about services, products, trends, events, and news.
The Arrival of Customer-Centricity
In the year 1990, Bob Lauterborn published an article in the Advertising Age, where he stated that the 4Ps were dead and that the modern marketers should be addressing actual issues.
He was spot on. The developed … Read More