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The New 4P Digital Marketing Mix of 2021 & Beyond

4P Digital Marketing Mix Banner4P Digital Marketing Mix Banner

Since college days, most of us might be familiar with the 4Ps of marketing—product, price, place, and promotion — a concept that marketers have applied to their strategies for decades. While these 4Ps today still hold weight, the marketing landscape has been undergoing drastic changes, especially with the advent of technology. 

Introducing The New 4P Digital Marketing Mix in 2021 & Beyond: Privacy, Personalisation, Permission, and Performance. This marketing concept has been coined to keep up with the ever-changing world and enhance the traditional 4Ps in earning consumer trust and loyalty even further.

Privacy

"Privacy laws and regulations have changed, marketers have to be careful when they collect data or plan new strategies."

Trust and transparency are now top of mind for consumers. With the recent major data breaches, consumers have become concerned about their privacy. Privacy laws and regulations have changed, marketers have to be careful when they collect data or plan new strategies. 

Google made changes to its Chrome browser that would offer users additional insight on how they are tracked across the world through cookies. We can say that the cookie is seeing its downfall soon. Marketers have to find new means of collecting data in the near future when cookie is no longer around.

Personalisation

"The best way to make an impression and cut through all the noise is through the use of personalization."

With customers receiving an overload of marketing messages each day, it becomes harder for brands to stand out. The best way to make an impression and cut through all the noise is through the use of personalization.  Messages that are customized based on consumer behaviour and preference insights have a much better chance of being noticed and offer significant ROI.

Permission

"Brands offering interactive experiences that are both engaging and entertaining have a higher chance to stick in the audience mind."

Finding a balance between privacy and personalization requires the use of a permission-based data approach. Third-party data is unreliable and often incomplete, and it hurts consumer trust. When brands require advanced consent, consumers expect to receive marketing messages from a brand that are both personal and relevant. Brands offering interactive experiences that are both engaging and entertaining have a higher chance to stick in the audience mind. Questionnaires, polls, quizzes and social stories are just a few ways marketers can improve the overall experience for customers while conducting research and collecting personal preferences data.

Performance

"Knowing how your campaigns perform and using that data to lead future marketing campaigns is the key to progress and revenue."

Measurement is what makes successful marketers stand out. Knowing how your campaigns perform and using that data to lead future marketing campaigns is the key to progress and revenue. Metrics that deliver actionable insights about your customers have the most influence on your business decisions. The original author, Judd Marcelo, stated that Customer Lifetime Value (CLV), Net Promoter Score (NPS), and Customer Repeat Rate are the top 3 marketing KPI metrics.

4P Digital Marketing Mix

Need digital marketing aid for your own brand?

Need a hand? Our team at Sphere Agency can help you plan the most effective Digital Marketing Strategy that fits with your goal and KPI in the years to come. See our Digital Marketing Services and Contact us today!

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By Napat Charoengun on November 24, 2020

ABOUT SPHERE

Sphere is a digital agency that helps brands create meaningful relationships with today’s highly-connected consumers. Based in Bangkok, Thailand, we offer end to end digital solutions built on strategy and driven by data.

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