마케팅의 진화: 4Cs 모델 소개

마케팅의 4C(소비자, 커뮤니케이션, 비용, 편의성)는 기업에서 고객의 요구와 상호 작용으로 초점을 이동합니다.

### 마케팅의 4C: 마케팅 전략에 대한 새로운 접근 방식
* 📊 마케팅의 **4P**는 소비자를 우선시하고 현재의 마케팅 생태계를 반영하는 **4C**로 대체되고 있습니다.
* 👥 첫 번째 C는 **소비자**이며, 제품과 서비스를 설계하고 효과적인 마케팅을 위해서는 **소비자의 니즈와 욕구**를 이해하는 것이 필수적입니다.
* 📣 4C는 **커뮤니케이션, 고객을 위한 가치 창출, 양방향 커뮤니케이션**을 통한 관계 구축에 중점을 둡니다.
* 💰 가격뿐만 아니라 **전체 구매 경험과 고객에게 제공되는 제품의 혜택**을 고려하여 비용도 고려합니다.
* 🛒 편의성은 마지막 C로, **온라인 쇼핑과 전반적인 편의성**을 통해 소비자가 최대한 쉽게 쇼핑할 수 있도록 하는 것을 목표로 합니다.
* 🔑 4C 모델은 **사용자에게 가치 제공, 사용자 지원, 사용자 니즈 예측, 콘텐츠 조정, 마케팅 업무 자동화**와 같은 핵심 아이디어로 보완됩니다.

If you have ever studied marketing strategy, you 
have surely heard of the famous 4Ps of marketing, representing price, product, promotion, and 
placement. But as our understanding of marketing evolves, new theoretical models are emerging. Did 
you know that a new concept has appeared? The time has come for the 4Cs of marketing, so let’s go 
over what they are and how they will help your brand communication. Let's get started!
From the 4PS to the 4CS of Marketing. The classic 4Ps of marketing model explains 
four key factors that address the fundamental pillars for creating a marketing strategy and 
influence the marketing and sales of the product. They are product, place, price, and promotion.
While they can be very useful from a sales point of view, they don’t reflect the 
reality of everything that happens in a full marketing strategy, as they focus 
on the company that produces the products.

The 4Cs are a paradigm shift because they put the consumer at the center instead of the company. This fits much better in today's marketing ecosystem, where customer needs are paramount and consumers have a great deal of decision-making power. Now, instead of focusing on the product, place, price, and promotion, we aim our attention and efforts on the consumer, communication, cost, and convenience. So, what are the 4Cs of Marketing exactly? 

1. Consumer
The first and most important C is the consumer, the person who will actually be using the company's products or services. Instead of focusing our efforts on the product itself, as a company we must identify what the consumer's needs and desires are and then design solutions for them. The first step in moving towards this understanding of the consumer is to develop a buyer persona, that is a semi-fictional representation of the brand's ideal customer.

focused on their needs. The purpose of a buyer 
persona is to give you greater insights into who   your customers are and what they are looking 
for. Once you understand this, you'll have a   better idea of how to develop your products or 
services and how to market them effectively.  Some of the key data points to include when you 
create your buyer persona are age, location,   education level, profession, hobbies 
or interests, goals or objectives,   and of course, pain points, which consist of 
any problems that the customers experience.  These could be difficulties in some aspect 
of their life, questions they need answered,   or just a general lack of a satisfactory solution 
to a problem. In some cases, customers don’t even   realize they have a pain point, so it’s your job 
to spell it out for them and show why your product   is the best solution for them.
2. Communication. In the 4Ps model, promotion of products and 
services is a key point, but this approach is.

too limiting in today's marketing environment. Since digital media facilitate continuous interaction with the customer, and this should not be exclusively promotional. Therefore, the 4Cs of marketing focus on communication, which includes all interactions between consumers and brands. This also includes creating activities and strategies aimed at placing your product in the right place, at the right time, and in front of the right audience. But the focus is no longer on convincing the public about the virtues of a product, but on providing value to potential customers. This is the best way of building a relationship with them because you keep a bidirectional communication through the favorite channels of your audience, such as social media or newsletters. You should study the channels that your audience use and go to them. 3. Cost. Where the 4Ps model focused on price, the 4Cs of marketing model extends this concept to talk about cost. The price the customer pays for a product is

only a small part of the real cost. We need to 
think about what it takes for the customer to   get the product and the inconveniences that they 
may find in the way. For example, the time it   takes to get to the location where it is sold 
or the amount of steps that an online shop has.  We also need to consider what the benefits of 
the product are for the customer and whether or   not these are able to offset the total costs.
Depending on the full buying experience, the   consumer may be more or less sensible to the final 
price. Will they go through the difficulties if   the product and price are worth it? Or will they 
abandon the process? Be aware of what the issues   are for your consumers and try to lower them so 
you can have more chances of finishing a sale.  4. Convenience
The last of the 4Cs of marketing   is sort of related to the cost. Convenience 
focuses on the consumer's shopping experience.

It seeks to make it as easy as possible for people to purchase products and services. Thus, we not only have to think about the locations where products or services will be distributed but also about things like online shopping or ease of installation. Does your website have a search bar or a filter to find the products easier? Is the shopping process very long and has a lot of steps? The goal is to reduce friction and make the whole experience as convenient as possible. Key ideas: The 4 Cs model is not the only way marketers are trying to refresh the classic 4Ps of marketing. Here at Cyberclick we’ve also come up with our own set of key ideas that, in our opinion, make a marketing strategy truly successful and helpful to our users. Those are: Bring Value to Users: Whether it’s a blog post, a video, a podcast or any other format, we need to infuse every single piece of content with relevant information and always try to answer

the questions and worries of our buyer persona.
Help: Our main objective should be to make our user’s life easier with our product or services, and that should be reflected in our marketing’s messages and interactions.
Anticipate: It’s crucial for our company to anticipate user’s needs and their future demands.
Adapt: Investigate how our buyer persona consumes content, which platforms do they use the most and how to reach them. Then adapt your content to make it feel native and integrated in each social network.
Automate: As a company, we should use automation technology and incorporate it into our daily tasks to speed up work, optimize time, reduce costs, and offer a better user experience. Now that you’re familiar with the 4 Cs of Marketing, do you want to learn another 4 key concepts that will help you with your marketing strategy? Click the video on the screen right now to learn about Marketing Mix and the 4 Ps of Marketing.

And if you are interested in other ways to better grow your brand and marketing strategies, subscribe to our channel to stay up to date. See you next time!

The NEW 4 Cs of Marketing Explained!

Inbound Explained by Cyberclick is a YouTube series dedicated to all things Inbound Marketing. From HubSpot tutorials to quick tips and tricks, if it’s about Inbound, we’re explaining it. We’ll help you become an Inbound Marketing and Digital Marketing expert.

Cyberclick is a digital marketing and advertising agency specialized in online campaigns. We use results-oriented strategies to develop successful Inbound Marketing, Email Marketing, Social Ads, Native Advertising and Performance Marketing campaigns.

Inbound Explained • Digital Marketing

마케팅의 4P(가격, 제품, 프로모션, 배치)는 기업의 관점에 초점을 맞춘 전통적인 마케팅 전략의 기둥이었습니다.

그러나 최근 떠오르는 마케팅의 4C(소비자, 커뮤니케이션, 비용, 편의성)는 소비자의 요구와 의사 결정권을 우선시하는 패러다임의 전환을 의미합니다.

이 새로운 모델은 구매자 페르소나 개발부터 시작하여 소비자의 니즈를 이해하고 솔루션을 설계하는 것을 강조합니다.

효과적인 마케팅을 위한 구매자 페르소나 이해

구매자 페르소나는 고객의 요구와 선호도에 대한 인사이트를 제공하여 제품 개발 및 마케팅 전략을 안내합니다.

구매자 페르소나를 생성하기 위한 주요 데이터 포인트에는 인구 통계, 관심사, 목표, 불만 사항이 포함됩니다.

오늘날의 마케팅 환경에서 4Cs 모델은 홍보보다 커뮤니케이션을 강조하며, 가치를 제공하고 고객과의 관계를 구축하는 데 중점을 둡니다.

또한 4Cs 모델은 가격의 개념을 확장하여 고객에 대한 전반적인 비용을 논의함으로써 가치 제공의 중요성을 강조합니다.

전체 구매 경험을 고려하는 것은 가격에 대한 고객의 민감도를 결정하는 데 매우 중요합니다.

편의성을 포함한 마케팅의 4C는 소비자의 쇼핑 경험을 가능한 한 쉽게 만드는 데 중점을 둡니다.

마찰을 줄이고 제품의 이점을 고려하는 것도 전반적인 고객 경험을 개선하는 데 있어 핵심 요소입니다.

구매자 페르소나의 요구 사항 충족하기

구매자 페르소나의 질문과 우려 사항을 이해하고 해결하여 제품이나 서비스를 더 쉽게 사용할 수 있도록 하세요.

사용자의 미래 요구와 수요를 예측하여 경쟁에서 앞서 나가세요.

구매자 페르소나가 가장 많이 사용하는 플랫폼과 채널에 맞게 콘텐츠를 조정하고 자동화 기술을 도입하여 사용자 경험을 개선하세요.