Kotler's New 4C Marketing Mix for the Digital Economy

Kotler's New 4C Marketing Mix for the Digital Economy

🔥NEW In the digital economy the conventional Marketing Mix with 4P's must evolve to accommodate more customer participation. Kotler et al. suggest a marketing mix with four C's: Co-creation, Currency, Communal Activation and Conversation:

• CO-CREATION: In the digital economy, co-creation is the new product development strategy. The product is developed by involving customers at the ideation stage. This increases the rate of success. Co-creation also allows for customization and personalization of the products, thereby providing superior value prepositions.
• CURRENCY: Co-created products are offered at dynamic pricing, based on market demands. In the digital economy, price is similar to currency, which fluctuates depending on market demand. Industries like airlines, hospitality, retail, and all e-commerce shopping platforms today generate huge amounts of data from their customers. Using big data analytics these industries are able to provide differential pricing to different customers based on their history of purchase, location, and other profile aspects.
• COMMUNAL ACTIVATION: In the connected world, consumers demand access to products and services instantly. And with brands going global these needs can be served only by peers in close proximity. Players like as Airbnb, Uber, Zipcar, and Lending Club are disrupting the hospitality, taxi, car rental, and banking industries. This peer-to-peer distribution is the essence of communal activation.
• CONVERSATION: Traditionally promotion was a one-sided affair, wherein companies used to just make the offerings to the customers. Today, customers can easily respond to the brand offerings and brand messages and thereby generating valuable conversations. The rise of customer-rating systems such as TripAdvisor and Yelp provide a platform for customers to have conversations about and offer evaluations of brands they have interacted with.

⇒ What do you think of this new Marketing Mix?
Sources:
Philip Kotler, Hermavan Kartajaya, Iwan Setiawan, (2017). "Marketing 4.0: Moving from Traditional to Digital", pp. 50-51.

		Graham Williams Management Consultant, South Africa
	Kotler's New 4C Marketing Mix for the Digital Economy I like it Subhi but suspect that many will see it as a replacement for 4P marketing instead of an addition. That is, ins...

		Dr. Klaus Nuehrich Management Consultant, Germany
	Kotler's 4C not a New Marketing Mix For me that is really not new and not at all the replacement of the 4P. Due to the technology it is possible to do thes...

		Alkhaly Mohamed Tahey Conde Lecturer, Guinea
	4 Ps AND 4 Cs These two models are useful, but the four P are the fundamentals in Marketing Mix. The four C are complements for the in...

		Mudukula Mukubi Business Consultant, Zambia
	Kotler's 4C versus the 4P Model Interesting additional perspective, primarily good to use for the digital age. However, no marketing enterprise is sensi...

		Serwaa Student (University), Ghana
	Kotler's New 4C Marketing Mix for the Digital Economy This is interesting. Kotler's 4C seems to involve customers. However the 4C Model is not contradicting the 4Ps. I agree ...

		Gandhi Heryanto Management Consultant, Indonesia
	Digital Technology Changes the Way You Apply the 4Ps Concept The 4Ps concept of price, product, promotion, and place are still relevant but the way we convey messages and communicat...

		Warren Miller, CPA, CFA Strategy Consultant, United States
	The 4 Cs versus the 4 Ps I'm sticking with the 4 Ps because I don't think the 4 Cs add anything that's essential to the conversation....

		Victor Inambwae Zambia
	Similarity Between Co-Creation and Conversation It appears to me that of the four 4 Cs that are explained here there is some similarity between Co-Creation and Conversa...

		Alkhaly Mohamed Tahey Conde Lecturer, Guinea
	4 C in Knowledge Industries @Victor Inambwae: The four Cs Model is also useful in the knowledge, cultural and information industries. I confirm that...

		Helen Strong Business Consultant, South Africa
	Role of 4 Cs For me the 4Ps are the 'what' for the strategies and the Cs are a new way of describing the the 'how'. Definitely techn...

		rustenburg Business Consultant, Netherlands
	4 Ps AND 4 Cs In my opinion, it is just marketing to use new keywords from time to time. From systematic approach you use the 4-5 P's ...

		Sumit Kumar Pattnaik Student (MBA), India
	Refreshing Read This discussion has given me a whole new perspective regarding how powerful the digital economy has indeed become in the...

		Maurice Hogarth Consultant, United Kingdom
	Rephrase to Imply New and Different As pointed out the C's are not new, but more like aspects of the P's. Product / Co-creation - It is increasingly impor...

		Garth Sutherland Consultant, South Africa
	Do the 4P's Require Clarification? All models evolve! That is the nature of academia. But the 4P's? And life evolves whether one needs to, desires it, or ...

		Maurice Hogarth Consultant, United Kingdom
	Clarification from Evolution @Garth Sutherland: Agreed, life evolves and that is true for models too. Evolution is, however, a natural process that a...

		Shubhi Kotiya CxO / Board, Germany
	The Key in 4C's is Customer The responses from many members from the forum echo the importance of 4Ps. And it's not at all questionable. 4P's carry ...