How to survive on customer centric marketing

Invite User content into brand development is key driver to culminate brand engagement and awareness. I have scripted some stories in my last article “Who is the best content creator?”, describes the importance to involve fans and highly engaging users as enthusiastic player to convey emotional message to their followers.

Mobilization brought some effects not only channel displacement and comfortable accessibility to Internet, but have changed our life style and decision-making. In some decades ago, marketing mix formula consists of 4P components and we have focused on product development in advance, afterward build up marketing execution.

However, new marketing trend tells us more significant to acquire customer in the stage of service invention, and they will become prospect user in your community. To illustrate this transition and visualizing process, I’m going to quote +C with precedent wisdom.

Marketing 4P +C is next foundation concept to define objectives and pursue the practice. I would like to share my roadmaps and comparison with business model past and future.

・Product

Past : Product yield depends on affluent assets and manufacturing process. In this terms, product-out concept was standard that push-style marketing and promotion to cultivate entire market. In 1970s, it has slightly shifting to market-in style, Japanese Honda followed this definition with advanced customer research and pull into yield process itself.

Future : Intangible web or app service replace old marketing method. In other words, it is necessary to leave obsolete tactics and designing to renew holistic process. Airbnb, Uber, Spotify has no collateral to start their business, but achieved outstanding growth to encourage customer retention in their community.

・Price

Past : Pre-paid style is in general to charge fees before product arrives in your pocket. Therefore, we tend to compare prices n the web or ask for professionals whether it were expensive or affordable extents.

Future : Subscription model will influence buying-decision. Of course, although, fewer consumers still look for purchasing assets, majority will migrate to stay at specific brand and withdrawn there many times.

・Place

Past : Brick-and-mortar, supermarket, convenience store was proximity channels to daily consumption. People was walking for the stores and buy some brands or freshness. Designated place has authorities to distribute and tier2, tier3 market was existed.

Future : Internet enables us to become sellers whoever possess any goods. We can auction and upload product data on smartphone apps, such as Offerup, Ebay, Amazon. Instagram and Facebook also support buy and sell to account holders, number of likes and friends is stronger property than any larger field.

・Promotion

Past : Creative and CM was key elements to stir customer emotions and induce to come into store and brand. TV was king realm to formalize image and philosophy with brand story. Mass approach was more excellent than niche customize.

Future : Community and social engagement prevails commercial promotion. Consumer has been accustomed to listen the review close to them or some heralds to write down digital figures. Good and bad reputation by nature spread as epidemic and influencing buy-decision.

In compare to old and new fashion, market should think highly of customer behavioral incentive. Added +C on basic fundamental 4P is prominent process to establish combination brand new marketing method.