4E’s of Marketing:New Marketing Eco-System

FROM 4P’s TO 4E’s

From … Product, Place, Price, Promotion…

To… Experience, EveryPlace, Exchange, Evangelism..

1. From Product to Experience :-

BEAUTY SHOPPING JOURNEY!!

Hershey’s..

Six Flags..

From Place to Everyplace : –

More Everyplace : –

Banners, portals, pop-ups, pop-unders, e-mail messages, interstitials, display ads, streaming media, rich media, flash, animation, branded content, product placement, search engine marketing, blogs, vlogs, podcasts, vodcasts, IM, SMS, RSS, wikis, retail kiosks, microsites, advergaming, gamevertising, alternative reality gaming, social networks, wireless, mobile, content sponsorships, events, buzz, guerilla, and viral marketing, iTV, IPTV, and more.

From Product to Exchange : –

“A cynic knows the price of everything, but the value of nothing”

Millionaire Fair : -

What Do We Want From Consumers?

Attention?

Permission?

Engagement?

LEGO: Customers Help Create Products

From PROMOTION to ENGAGEMENT & EVANGELISM : –

How Do You Find a Brand’s Big Ideal?

“[Insert brand here] believes the world would be a better place if …

”“Coke believes the world would be a better place if we saw the glass as half full not half empty.”

“Dove believes the world would be a better place if women were allowed to feel good about themselves.”

“Give people an idea so interesting that the audience wants to share it”The Results
• The first double Grand Prix at Cannes
– TV commercial
– Viral film
• Sales up $500 million since beginning of
campaign
• Ranked 3rd for most transformed brand
– Behind YouTube and Google

Marketer of the Future
1. Experience – do your Customer Journey
2. Everywhere – create an idea with no TV or print
3. Exchange – calculate the value of your Customer
4. Evangelism – bring passion to your brand through engagement

Source: http://www.slideshare.net/theopenroom/the-4-es-of-marketing-ogilvy-pr

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