Forget the traditional 4 “P”s!

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via Seth Godin

Seth is, as usual, suggesting a new “out-of-the-box” structure to represent the different marketing elements and mechanisms. So, forget the  traditional 4 “P”s (Product, Price, Place, Promotion) coming from the commonly accepted definition of Marketing Mix (Jerome McCarthy). For Seth, we should have a look at 5 elements:

five marketing blocks
© Seth Godin

So now, let’s have a look at the definition of these 5 elements:

  • DATA is observational. […] Data is powerful, overlooked and sometimes mistaken for boring. You don’t have to understand the why, you merely need to know the what.
  • STORIES define everything you say and do. The product has a myth, the service has a legend. […]
  • PRODUCTS (and services) are physical manifestations of the story. […]
  • INTERACTIONS are all the tactics the marketer uses to actually touch the prospect or customer. […]
  • CONNECTION is the highest level of enlightenment, the end goal. Connection between you and the customer, surely, but mostly connection between customers. Great marketers create bands of brothers, tribes of people who wish each other well and want to belong.

Interesting, isn’t it? Try to have a look at your marketing reality through this new prism.

Three essential questions you can ask yourself:

  • Does this interaction lead to connections?
  • Do our products support our story?
  • Is the story pulling in numbers that demonstrate that it’s working?

I like Seth Godin exactly for this kind of disruptive inputs ;-)

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