{"id":5237,"date":"2023-02-24T14:51:45","date_gmt":"2023-02-24T07:51:45","guid":{"rendered":"https:\/\/cleverads.com.ph\/blog\/?p=5237"},"modified":"2023-02-24T14:52:50","modified_gmt":"2023-02-24T07:52:50","slug":"4c-marketing","status":"publish","type":"post","link":"https:\/\/cleverads.com.ph\/blog\/4c-marketing\/","title":{"rendered":"What is 4C Marketing? From concept to practical application"},"content":{"rendered":"<p><em>The 4C Marketing model was developed in 1990 to replace the 4P Marketing. So what is Marketing 4C with CleverAds find out in the article below!<\/em><\/p>\n<h2><strong><span data-preserver-spaces=\"true\">1. 4C Marketing concept<\/span><\/strong><\/h2>\n<p><span data-preserver-spaces=\"true\">The 4C model was developed by Robert F. Lauterborn in 1990. Marketing 4C is an extension of the <a href=\"https:\/\/cleverads.com.ph\/blog\/what-is-marketing-4p-marketing-manual-for-beginners\/\" target=\"_blank\" rel=\"noopener\">Marketing 4P<\/a> model and is customer-centric. By focusing on customer needs, the 4P helps businesses capture customer insights from which they can build and deploy appropriate marketing strategies to target customers.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Unlike the 7Ps that add new elements to the model, Marketing 4C gives businesses a different perspective on marketing &#8211; marketing based on customers&#8217; views, feelings, and needs.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Marketing 4C consists of 4 components:<\/span><\/p>\n<ul>\n<li><span data-preserver-spaces=\"true\">Customer Solutions (solutions for customers).<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Customer cost (the cost that customers spend).<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Convenience (Convenience).<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Communication (Communication \/ Communication).<\/span><\/li>\n<\/ul>\n<h2><span data-preserver-spaces=\"true\">2. Components of Marketing 4C<\/span><\/h2>\n<h3><em>2.1 Customer Solutions (Solutions for customers)<\/em><\/h3>\n<p><span data-preserver-spaces=\"true\">This is the first element of 4C marketing.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">This factor requires businesses to correctly identify and hit their target customers so that they can follow their characteristics, needs, desires, and pain points from which to produce, develop, and supply. It&#8217;s the most valuable product and service for customers to help them solve their urgent needs.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">In other words, businesses need to study customers carefully to increase revenue and profits and give customers an effective solution to solve practical problems on behalf of customers.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">To do this well, businesses need to answer the following questions:<\/span><\/p>\n<ul>\n<li><span data-preserver-spaces=\"true\">What is the company&#8217;s competitive advantage?<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><a href=\"https:\/\/cleverads.com.ph\/blog\/what-is-the-target-customer\/\" target=\"_blank\" rel=\"noopener\">Target customer<\/a>?<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">What are the needs and wants of the customer?<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">What is the value of products and services to customers?<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">What factors influence a customer&#8217;s purchase decision?<\/span><\/li>\n<\/ul>\n<h3><em><strong>2.2 Customer Cost<\/strong><\/em><\/h3>\n<p><span data-preserver-spaces=\"true\">The second factor we need to mention is Customer Cost.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">The costs of the customer will include:<\/span><\/p>\n<ul>\n<li><span data-preserver-spaces=\"true\">The cost of purchasing the product.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">The cost of using it.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">The cost of shipping.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">The product warranty.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Other expenses incurred.<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-5239\" src=\"https:\/\/cleverads.com.ph\/blog\/wp-content\/uploads\/2023\/02\/4c-marketing-1.png\" alt=\"4C marketing\" width=\"1024\" height=\"768\" srcset=\"https:\/\/cleverads.com.ph\/blog\/wp-content\/uploads\/2023\/02\/4c-marketing-1.png 1024w, https:\/\/cleverads.com.ph\/blog\/wp-content\/uploads\/2023\/02\/4c-marketing-1-300x225.png 300w, https:\/\/cleverads.com.ph\/blog\/wp-content\/uploads\/2023\/02\/4c-marketing-1-768x576.png 768w, https:\/\/cleverads.com.ph\/blog\/wp-content\/uploads\/2023\/02\/4c-marketing-1-720x540.png 720w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><span data-preserver-spaces=\"true\">So the research is so that the selling price of the product is just as guaranteed. Optimizing profits for customers and ensuring prices for customers is essential.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Similar to Customer Solutions, customers need to answer the following questions to meet this factor:<\/span><\/p>\n<ul>\n<li><span data-preserver-spaces=\"true\">How is the product priced?<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">What do businesses need to research to offer the right price?<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Is the estimated price profitable for the business?<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">What is the total cost for the customer to buy the product?<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Does the price match the value of the product the customer receives?<\/span><\/li>\n<\/ul>\n<h3><em><strong>2.3. Convenience<\/strong><\/em><\/h3>\n<p><span data-preserver-spaces=\"true\">Convenience is the third element of 4C marketing.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Suppose 4P marketing only stops at giving customers easy access to products and services based on the location that brings the most convenience to businesses. In that case, 4C marketing offers a better choice for customers.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">With 4C marketing, the advantages of customers include the fact that they can easily access products and services both in reality and on businesses&#8217; online and e-commerce platforms.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">The trend of online shopping is growing; especially since the Covid-19 pandemic, online shopping consumers have exploded more strongly. To capture and adapt the analysis of habits promptly, customers&#8217; shopping actions must be done online or in person. And from that collected data, building the most efficient and convenient customer distribution system will become more straightforward than ever.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-5240\" src=\"https:\/\/cleverads.com.ph\/blog\/wp-content\/uploads\/2023\/02\/4c-marketing-2.png\" alt=\"4C marketing\" width=\"997\" height=\"693\" srcset=\"https:\/\/cleverads.com.ph\/blog\/wp-content\/uploads\/2023\/02\/4c-marketing-2.png 997w, https:\/\/cleverads.com.ph\/blog\/wp-content\/uploads\/2023\/02\/4c-marketing-2-300x209.png 300w, https:\/\/cleverads.com.ph\/blog\/wp-content\/uploads\/2023\/02\/4c-marketing-2-768x534.png 768w\" sizes=\"auto, (max-width: 997px) 100vw, 997px\" \/><\/p>\n<p><span data-preserver-spaces=\"true\">Some questions about this element include:<\/span><\/p>\n<ul>\n<li><span data-preserver-spaces=\"true\">What obstacles do customers face when accessing products and services?<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">How does the business overcome these obstacles?<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Is your e-commerce website optimized?<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Is the online purchase and payment process simplified and safe for customers?<\/span><\/li>\n<\/ul>\n<h3><em><strong>2.4. Communication (Communication)<\/strong><\/em><\/h3>\n<p><span data-preserver-spaces=\"true\">Finally, it is the element of Communication.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Communication helps businesses determine the best communication channels with customers that companies need to use. Communication is the key to all problems. It helps businesses reach potential customers and maintain good relationships with loyal customers.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">The back-and-forth communication between customers and businesses helps build and strengthen customer trust and helps companies better meet customer needs. This contributes to boosting business profits and loyal customers (the decisive factor for the business&#8217;s survival).<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Businesses need to answer several questions, including:<\/span><\/p>\n<ul>\n<li><span data-preserver-spaces=\"true\">In which channels do target customers usually appear?<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Does the business have a communication plan that can market products, communicate, and collect feedback and information about customers?<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">How profitable is customer interaction? How much does customer loyalty increase?<\/span><\/li>\n<\/ul>\n<h2><strong><span data-preserver-spaces=\"true\">3. Why businesses should use 4C marketing<\/span><\/strong><\/h2>\n<p><span data-preserver-spaces=\"true\">First, Marketing 4C is essential for planning and evaluating marketing campaigns to help businesses test and optimize marketing strategies.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Next to 4C marketing is a specific brand analysis tool.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">The brand situation, from how the brand works, the customer&#8217;s view of the business, and the business&#8217;s reputation to the cost, convenience, and level of communication, are portrayed by 4C.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">The relationship between the customer and the business is maintained and strengthened. 4C Marketing helps companies to understand customers. The competitive advantage of the company is also enhanced.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Finally, 4C helps optimize advertising and marketing costs and increase sales by analyzing customer factors, which is also the business&#8217;s ultimate goal.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Therefore, 4C marketing is a solution that businesses should consider using.<\/span><\/p>\n<h2><strong><span data-preserver-spaces=\"true\">4. The relationship between 4P marketing and 4C marketing<\/span><\/strong><\/h2>\n<p><span data-preserver-spaces=\"true\">The 4Ps and 4Cs in marketing are closely linked most systematically. Combining these two factors will create an overview for businesses about products and customers, helping companies build the best marketing strategy.\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">The 4Ps and 4Cs of marketing are combined as follows:<\/span><\/p>\n<h3><em>Product goes with Customer Solutions.<\/em><\/h3>\n<p><span data-preserver-spaces=\"true\">Any product or service that is born must bring a specific meaning to customers to meet their most personal needs or solve urgent problems of customers.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">And to do this well, it is essential to research customers before launching new products and services.<\/span><\/p>\n<h3><em>Price and Customer Cost<\/em><\/h3>\n<p><span data-preserver-spaces=\"true\">The product price that the enterprise determines includes all costs from purchasing the product, shipping, warranty, accompanying services, etc., that the customer needs to pay.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Customers&#8217; costs to receive the benefits of products and services need to be compensated as proportionally as possible.<\/span><\/p>\n<h3><em><strong>Place and Convenience<\/strong><\/em><\/h3>\n<p><span data-preserver-spaces=\"true\">The distribution of businesses needs to bring the most convenience to customers. Ease of access, saving time, effort, and money are factors that companies need to put on top to distribute products in the most reasonable way to customers.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">To combine these two factors well, it is crucial to focus on defining the most accessible shopping locations for customers and the most convenient shopping locations.<\/span><\/p>\n<h3><em><strong>Promotion and Communication<\/strong><\/em><\/h3>\n<p><span data-preserver-spaces=\"true\">These two factors create multi-dimensional communication between customers and businesses. The success of this communication gives customers a better product and service experience that provides businesses with more information about customer needs. These interactions help businesses. Customers understand each other better, strengthen customer relationships, and develop a corporate brand reputation.<\/span><\/p>\n<h2><strong><span data-preserver-spaces=\"true\">5. Conclusion <\/span><\/strong><\/h2>\n<p><span data-preserver-spaces=\"true\">The right solution to customer psychology and needs is the key to generating buying decision-making behavior. Therefore, the 4C marketing model is vital to help businesses exploit and implement the best marketing strategies.<\/span><\/p>\n<h3 style=\"text-align: center;\"><strong>If you need an optimal solution for Marketing, don\u2019t hesitate to contact CleverAds via the website:\u00a0<a title=\"cleverads.com.ph\" href=\"https:\/\/cleverads.com.ph.\/\" target=\"_blank\" rel=\"noopener\">cleverads.com.ph<\/a><\/strong><\/h3>\n","protected":false},"excerpt":{"rendered":"<p>The 4C Marketing model was developed in 1990 to replace the 4P Marketing. So what<\/p>\n","protected":false},"author":4,"featured_media":5238,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14],"tags":[424,21,30,22],"class_list":["post-5237","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-4c-marketing","tag-cleverads","tag-clevergroup","tag-marketing"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/cleverads.com.ph\/blog\/wp-json\/wp\/v2\/posts\/5237","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cleverads.com.ph\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cleverads.com.ph\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cleverads.com.ph\/blog\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/cleverads.com.ph\/blog\/wp-json\/wp\/v2\/comments?post=5237"}],"version-history":[{"count":3,"href":"https:\/\/cleverads.com.ph\/blog\/wp-json\/wp\/v2\/posts\/5237\/revisions"}],"predecessor-version":[{"id":6829,"href":"https:\/\/cleverads.com.ph\/blog\/wp-json\/wp\/v2\/posts\/5237\/revisions\/6829"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cleverads.com.ph\/blog\/wp-json\/wp\/v2\/media\/5238"}],"wp:attachment":[{"href":"https:\/\/cleverads.com.ph\/blog\/wp-json\/wp\/v2\/media?parent=5237"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cleverads.com.ph\/blog\/wp-json\/wp\/v2\/categories?post=5237"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cleverads.com.ph\/blog\/wp-json\/wp\/v2\/tags?post=5237"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}