It’s More Than 4PS Now

From the traditional marketing combination to personalized marketing

For a long time, most of the core concepts of marketing management discourse is 4Ps —product, price, promotion, place. That is the “Marketing Theory Of 4Ps”，It summarizes the main decision-making basis for marketing management personnel. Since McCarthyz Jerome first proposed the concept of 4Ps, which has been refined and rich in meaning a few decades ago, people have been using it to express the main task of marketing management. After determining a target market, the marketing manager must set up a series of plans to sell and build long-term relationships with target customers. 4Ps theory has been used so far, many marketing textbooks still take 4Ps as a core concept, in order to organize all aspects of marketing practices.
Yes, we must admit that this theory is great.

 

But buddy, it’s 2016 now , are you still driving on the highway with an old car that produced decades ago? I’m sure you want to speed up.

 

And when the “Service Marketing Theory”appeared as an unique management concept, it has brought changes to the traditional 4Ps theory.

 

Personalized marketing: a new concept of marketing

Take McDonald’s, for example, as a pioneer in the management of highly standardized food products, although in the limited range of the menu can make a personal choice, but each kind of hamburgers are exactly the same. With this, King Burger tells the customer that you can enjoy it in your own way. McDonald’s for a long time as the market leader has remained ever since, but Burger King to remain competitive and obtain considerable revenue, suggesting that consumer preferences will change, from the standardization becomes more and more personal.

 

Did you get some points?  Love your customer, not only your products. It’s the trend for E-commerce too. For E-commerce, there has been no reason for you to refuse the benefit that personalization would bring to you. You have a database which includes a lot of information of your customers, and you also have multi-channels such as website, APP, Email to show your customers that you attach great importance with them, you love them, you are doing your best to satisfy everyone.

 

So why not?

 

Advantages of Personalized marketing in E-commerce

Compared with the traditional marketing, personalized marketing has following advantages:

• More fully embodies the modern marketing concept which is “customer first, love your customers rather than products”.
• Enhance the market competitiveness of enterprises. Personalized marketing in E-commerce is based on customer behavior (purchase, browse, click……), then deeply find out customers’ preferences, in order to create personalized recommendation, meet their interest preferences and purchase intention of goods, to help your customers more quickly and more easy to find what they want, also make their shopping experience more smooth and enjoyable.
• On the other hand, personalized recommendation can also help users to make decisions and improve the efficiency of online shopping.

 

Or let’s call it “Precision marketing of E-commerce”

 

All in all, it is the big time for brands to start personalization, it’s a key to “one to one communication” between you and your customers.

 

Be a doer, or it will be too late.