What are the 4Cs of Marketing?

Let’s take a look at the elements that comprise the 4Cs of marketing:

Customer: If we are talking about a customer-oriented marketing approach, we should start with the consumer’s needs and desires. You need to identify them through market research and create solutions for them. The value perceived by your customers determines the market position of your product or service.

Cost: While the 4P model focuses on price, the 4C model broadens the scope to include ‘cost.’ The price a customer pays/will pay for a product is only a portion of the total cost. Cost in 4C refers to any material that a customer may encounter with the product, such as time to arrive at your location, time required to learn a new product, ongoing maintenance costs, and so on. You must also consider what benefits the product provides to the customer and whether these benefits are sufficient to cover the overall costs.

Convenience: It is analogous to the ‘place’ in the 4P marketing strategy. However, ‘place’ only refers to the location where the product will be sold, while ‘convenience’ refers to the entire shopping experience from beginning to end. It aims to make it as simple as possible for people to evaluate and compare the solutions they need, as well as to purchase the products and services they want. Using convenience as a marketing component determines not only where the product will be placed or distributed. You can make your products appealing to the target audience.

Communication: It describes the brand’s communication strategy with individuals from A to Z. Here we abandon the one-way communication understanding of the concept of ‘promotion’ in the 4P model. Because digital media now allows for continuous, instant, and one-to-one interaction; additionally, consumers want an experience that goes beyond promotional activities. In the 4Cs of marketing, you must focus on providing value to potential customers rather than persuading them of the virtues of your product. You should shape yourself in response to their feedback (support, complaints, likes).