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Marketing opinion

To 'P' or not to 'P"... The new "Ps" of marketing

After studying a B Com Marketing Management at the University of Pretoria for two years, all the lecturers seemed to drill into us were the "4 Ps of Marketing". It appeared that that was all there was to marketing. Later on they started to teach us about the extra "3 Ps" namely "People", "Process" and "Physical Evidence".
Therefore, it's not surprising that on completing four years of studying, the "7 Ps" were the most important factors of a successful marketing campaign. And here they are...

To 'P' or not to 'P
click to enlarge


Now that I have been working for a number of years, especially with my experience in the Digital Marketing space, I personally feel that these "7 Ps" just don't cut it any more. There is so much more to consider. Consumer behaviour has changed drastically, that is why I recommend the ZMOT marketing mental model. The marketing game has changed and I hope that universities have included this thinking and updated their marketing content and curriculum.

In a number of private schools, students as young as Grade 6 (12 years old) are required to have an iPad. This may sound absurd but we need to teach students to feel comfortable with this technology and prepare them for their future, not ours. These students will have an advantage in their careers as this has been included into their early schooling curriculum. At a Grade 6 level, they are completing projects on their iPads and presenting their work to their fellow class mates. I beg you to differ that these aren't skills that they are going to one day be required in their careers? I am definitely not saying that the "7 Ps" are redundant; I just think they have evolved.

To 'P' or not to 'P
click to enlarge


The new "Ps" of marketing

The traditional 7 Ps of marketing have evolved. Here is my take on a couple of additional "Ps" that I feel should be added to the marketing mix.

8. Profile:

It is important to gather as much information and data about a customer at every point of contact in order to effectively profile them and create a "single view" of each individual customer. Having a consumer-centric approach to marketing will ensure that you understand your target audience, what their needs are, what messaging and communication platform is most relevant to them based on their behaviour and preferences.

9. Participation:

Every campaign should connect with customers on a personal level and encourage them to participate and engage with the brand and the actual campaign. Marketers now have the opportunity to extend the story into the digital environment. Create brand ambassadors by giving them something to talk about and give them a reason to connect with you, putting a Facebook and Twitter logo on your add is no longer sufficient. To find out more on how to achieve this effectively, I would recommend watching "The Thank You Economy" by Gary Vaynerchuk.

10. Preference:

Customers have different preferences when it comes to engaging with a brand, obtaining a product, or using a product. It is critical for marketers to ensure that a campaign is accessible on all relevant digital platforms (web, mobile, social media, search). Campaign integration is so important, what a consumer sees on TV, hears on radio and sees on a billboard on the way to work should be the same campaign that he/she experiences online.

11. Privacy:

Customers hate being harassed by call centres trying to sell them something they don't want. If you are asking for a customers personal or contact details, tell them why and reassure them that they will not be harassed. How many times do you complete some sort of lead form online and then get harassed for the next couple of months by all sorts of call centres trying to sell you something. I believe customers will happily provide you with their details and preferences as long as you give them a good enough reason and explain how it will benefit them.

12. Personalisation:

Customers have much higher expectations from companies in terms of service levels and communications. Customers want and expect one-to-one attention and they want communications to be personalised to them. Gone are the days where consumers phone a call centre to complain or ask questions they might have regarding a product or service, we are now in the era of the "social media" call centre. Consumers will now go to a brand's Facebook and Twitter profile to post their complaint or query, this way they get quicker feedback, they don't have to hold on to a phone call for long periods of time and they feel as if their voice has been heard. The sad reality is that because of this trend, brands are dropping the ball with the traditional channels like a call centre and email addresses.

13. Positioning:

Ensure that every campaign and communication to consumers aligns to the overall brand positioning strategy. There should be a seamless messaging strategy that ensures the positioning is consistent. So often there is no overarching brand positioning strategy which results in campaigns looking and sounding completely different. Managers aren't sure what their brand positioning is and therefore consumers have no idea what your brand stands for. The "Celery Test" by Simon Sinek is the best metaphor for this that I have come across. Make sure you know what your "why" is and then stick to it.

14. Plan:

It is important to plan proactively and strategically for campaigns based on consumer and product insights. Reactive marketing is ineffective and expensive. Ensure sufficient planning and testing has taken place before implementing a campaign. There needs to be a long-term and short-term marketing plan or road map. Campaigns should happen because of a very specific business objective versus the scenario where a marketer has a KPI (key performance indicator) that says in a year there needs to be two marketing campaigns. Even the launch date should be based on a very specific insight, if you have all of this in place then you won't worry about competitors launching campaigns that compete with your business as you have your roadmap in place and you can see the "bigger picture".

15. Prioritise:

It is important to prioritise campaigns and marketing communications based on strategic insights, consumer trends and business objectives. There should never be more than one campaign in the market with a different messaging and positioning. This results in clutter and the consumer not knowing what you are trying to tell them.

16. Practical:

Sometimes, less is more, make sure that your campaign is practical and aligned to the target audience that you are trying to reach. Simplicity and convenience is key. Some of the most effective campaigns that I have come across are exceptionally simple.

17. Presence:

Everything you do as a company and a business should help establish and secure your presence in the market. Consumers need to know about your company in order to buy your products and services. This "presence" must also always align to your "why" and be consistent with the brand positioning strategy. If you don't have budgets to have a presence always in the market then make sure that when you do, you get the highest possible ROI (return on investment).

18. Platform:

Customers are all different when it comes to their preferences in dealing with companies and businesses. Some prefer to go to a physical store, others prefer to engage online, while others prefer to use their mobile device. Make sure you cater for every type of platform and consumer. If you are targeting an audience in a lower LSM and your insights show that their only access to the internet is a mobile device, don't create a campaign that evolves around a Facebook application. Relevance is important when it comes to any campaign strategy, make sure your campaign is suitable and practical for the audience you are trying to reach.

19. Push:

There is a lot of clutter in the market and many different messages from competitors. Always try to push the boundaries with your campaign, do things differently, and make sure your campaign stands out from the rest. Consumers appreciate campaigns that are innovative, that engage with them and are different from the stock standard print and TV ads that they come across every day.

20. Predict:

Consumer needs and trends are changing on a daily basis. It is important to stay ahead of the curve and ensure your business is ready to meet these new consumer expectations. Technology is evolving at a rapid rate, and with this so are consumers.

21. Profit

All too often I come across briefs and campaign strategies with no real measurable objectives and no quantifiable way to prove that the campaign was successful or not. If your campaign is to increase brand awareness, then how are you going to measure these? There should always be a set of objectives that can be measured in some form or another.

These are just a couple of new marketing "Ps" that I believe should form part of the consideration mix when compiling any sort of marketing strategy. The digital world is evolving, and therefore so are our consumers. Make sure you keep up with these fast changing times and remain relevant to your consumers.
    
 

About Mark Schefermann

My knowledge and enthusiasm for the digital world enables me to think creatively and challenge briefs. My passion is strategy and showing how digital can open new opportunities for clients. Well conceived digital strategies and campaigns will push brands ever forward in the consciousness of their audiences and lead to long lasting adoption, advocacy and allow them to forge individual relationships with their audiences.
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Ponatshego Makhuza
I agree with all that you have said. Studying BA Marketing Communications at UJ and in my Marketing Comm module, all that you have mentioned is included unfortunately in the Marketing Management side they haven't. Unfortunatley from my experience Mark Man is often slightly behind with such concepts. I certainly think they should consider your 15? Ps in Mark Man cause that would make everything much easier for those in the BCom stream compared those doing the BA who have practical experience in such things. One other thing to consider is that these Ps will always change as societies and technology keeps change ever so fast.
Posted on 26 Aug 2012 17:23
Mark Schefermann
Mark Schefermann
Hi Ponatshego, thanks for the comment. It is a sad reality that so many choose to ignore the basics of how marketing has evolved, the reality however is that there is no longer "above the line", "below the line" and "through the line" in terms of marketing strategies, everything is integrated and the consumer's experience should be seamless across all three. You might find this post interesting: http://markschefermann.posterous.com/the-blurred-line
Posted on 26 Aug 2012 21:55
Eva Khosa
I agree. While the 7 Ps will always form the basis for marketing, markets are changing and the basics need to be adapted accordingly.
Posted on 24 Aug 2012 16:11
Mark Schefermann
Mark Schefermann
Hi Eva. I agree with you 100%, the 7 Marketing P's will always remain relevant and pertinent but consumers and technology are evolving at a rapid rate, so the challenge is to remain ahead of the curve and stay relevant in the minds of your target audience.
Posted on 26 Aug 2012 21:50
Mark Schefermann
Mark Schefermann
Hi Patric

Thanks for the comment and the feedback. I agree with you, marketing is a constantly evolving process. As consumers evolve and technology evolves so do our marketing strategies need to evolve and transform.

This video, compliments to @mikegsolomon for finding it, shows how Steve Jobs approached marketing and how he put the needs of consumers first and focused on consumer experience http://www.youtube.com/watch?v=FF-tKLISfPE
versus creating a product in isolation and then trying to force it upon a consumer.

You can see this same principle being applied in Simon Sinek's concept of the Golden Circle (7th most watched TED Talk of all time) http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html, truly inspiring approach to strategy.

Either we evolve with our consumers or we start to fade into the background and become irrelevant.
Posted on 22 Aug 2012 13:12
Patric Isaac
Patric Isaac
Yes Sir,i totally agree with you that the marketing that we are being taught and the things happening around has changed,my take with is we are being told what is Marketing not to understand and analyse Marketing,currently with my Marketing i can tell you that most of the things are not updated,the only thing i understand and think about is the credit act as an inside topic not out thing.

With the 4 "Ps" i agree with you and the additional "Ps" 3 but it seems as we are not thinking beyond them,for me i am sure it will take years to understand exactly the meaning of Marketing as it is envolving we see but we don't understand and apply the correct methods as the thing happening around us.

Most of the lecturers don't even think beyond but just go with the old system of doing things and even the companies that are specialising on Marketing most of them they are still stucked on the old system of doing things because yes the universities,colleges are not thinking ahead.

Lastly i would like to thank Mark for raising this issues and hopeful they will get the attention they deserve.
Posted on 22 Aug 2012 13:01

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