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The 4 P's of marketing are a basic concept for any marketer starting in this field. But, even being one of the essential concepts of digital marketing teachings, we cannot stop there.

The paradigm of the market, of the user and of consumption has changed a lot since 1960, and although we must know these concepts, we also have to keep ourselves updated and see how they have evolved in our recent history. In this article I want to talk to you about the 4 “P” and its evolution, the 4 C and the 4 E. Do you come with me?

The 4 P's of Marketing

Product, price, point of sale and promotion. These are the four basic elements with which the American accounting professor E. Jerome McCarthy defined the concept of marketing in 1960. These four variables, known as "the 4 P's of marketing", have the ability to optimally explain how marketing works in an integral and complete way, which connects with the concept of the marketing mix .
Let's review the 4 P's of marketing:

Product

Price

Point of sale

Promotion

Product: the element on which everything revolves

You will agree that the product is the main element of any marketing campaign, right? And we will not be exaggerating if we affirm that, in one way or another, all marketing actions revolve around it.

It is a very broad concept, since the product encompasses everything that is placed on a market for its acquisition and that, in some way, can satisfy a consumer's need or desire. On the other hand, the product does not have to be something tangible, since it also encompasses ideas and values. But there is more!

In any marketing strategy it is necessary to define the product as well as possible, so it can be very useful to answer the following questions:

What do I sell?

What needs does my product satisfy?

What characteristics does my product have? What are the benefits obtained from each of them?

What added value does my product provide?

Price: the difficult task of fixing the most suitable

The concept is very clear and simple: it is the amount of money that the consumer must pay to access the product or service. However, setting the right price, following marketing criteria, is one of the most complex and important issues in a campaign. In fact, it is undeniable that the price is the first thing that the vast majority of consumers look at. Or not?

To set an optimal price for our product it is necessary, among other actions:

Conduct studies on how much consumers are willing to pay.

Comparative study of the prices set by the competition for the same or similar products.

Calculate very well the net benefits that we are going to obtain with each price.

Find the right answer to questions like:

What value does the product have for the customer?

Are there standard prices established or strongly assumed by consumers for our product or for similar products?

If we lower the price of the product, will we really achieve a competitive advantage in the market?

Point of sale: how are we going to distribute our product?

The point of sale or distribution is the process by which the product or service reaches our client, which can be wholesale or final. It is a fundamental question that will significantly influence our profit margin and consumer satisfaction.

There are multiple variables in the distribution that need to be thoroughly analyzed. Take note!

Storage.

Transport.

Operation times.

Shipping costs.

Channels that are best for me to use: direct sales, distributors, online stores, etc.

Promotion: the multiple ways to make it known

The promotion includes all those means, channels and techniques that are going to publicize our product. With the emergence of the online universe, the possibilities of making a good promotion are many, affordable for any budget and very different in concept and philosophy. Find yours!

Currently, to the traditional media (outbound), such as billboards or radio or television ads, we must add inbound marketing strategies . These are much kinder and less intrusive, based on elaborate and well-argued content and, above all, with added value for potential customers.

In any case, it is necessary to assess all the possibilities and, finally, select the best way (usually it is a combination of several) to reach our target audience, studying aspects such as: age, population, sex, needs and habits. . It is an important step, always keep it in mind!

Evolution of 4 P, 4 C and, finally, 4 E

The 4 P's have evolved, adapting to the needs of the market. Thus, today we can stop talking only about product, price, point of sale and promotion, and substitute these terms for consumer, cost, convenience and communication.

Consumer : what are your client's wishes? And their needs? In this evolution we replace the focus on the product to put it directly on the consumer.

Cost : we substitute price for cost. Because what a product or service costs is not only reflected in its price: it is necessary to take into account all the costs from its manufacture until the product reaches the final consumer.

Convenience : Convenience is the substitute for the place at the point of sale. Because when this P evolves it not only remains where the product will be sold, but in other aspects of the customer's buying habits.

Communication : content marketing and social media are key to reaching your audience and interacting with them in a digital space, where they feel comfortable

And these 4 C's are evolving, in turn, at 4 E's:

Experience and emotion : the customer today is no longer just looking to satisfy his need with the item he buys. Today you want to have an experience with your brand, from long before you buy to long after you have bought.

Exchange : we speak of “exchange”, since, sometimes, there may not be a sale as such, but the client “pays” with their data or their time.

Anywhere : it is no longer sold only at a physical point of sale: the sale, today, can take place anywhere, from any channel: from an app, from the mobile web, following an email ...

Evangelization : we speak of evangelizer, but we could say fan. It's about getting the customer to be so satisfied with your brand that they recommend you, talk about you, follow you to another level. How to get evangelizers? Attraction marketing or inbound marketing is one way to do this.

The adaptation of these "P" to "C" and "E", progressively, respond to a change in the needs of the market and of consumers. They must be constantly adapted and in fact it is likely that within a few years these concepts will change again.

The 4 “P's” of marketing is a concept that you should know because they are part of the history of digital marketing, but it is important to keep in mind that these 4 pillars must always be based on the user and that is why they will change and adapting over time . We must be updated and focused on our audience. And you, where do you think the 4 "P" will advance? Share it in the comments section!

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PageSpeed: What is it and how to use it?

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PageSpeed: What is it and how to use it?

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The loading speed of a website is the time it takes for a website to be fully available on the device from which we access.

Google has a tool to analyze this speed: Pagespeed.

The loading speed of a website is an important SEO factor for a website to be successful.

It is often said that a page that takes more than three seconds to load will have a bad score from Google, which will harm the SEO position of that site.

If our website takes a long time to load, it is possible that our visitor ends up getting bored and goes to another website, because the competition on the internet is enormous, and what an Internet user can search for on our page, can also be found on another.

Therefore, it is necessary that the web is optimized from a technical point of view so that the loading speed is very fast.

What is Pagespeed Insights?

Page speed is a Google tool that shows the time it takes to load all the resources on a page.

This tool gives us information about files or elements of a specific URL, what delays or delays the complete loading of the page in order to improve its time.

How to use Pagespeed Insights?

In Pagespeed Insights we find a good tool, easy to use, that Google puts at our disposal to analyze the speed of any website.

It also provides us with a detailed report of the faults it detects so that we can correct them.

We just have to go to the PageSpeed ​​Insights site .

We will find a fairly sober website in terms of content, to facilitate the function for which it is intended.

At the top we find a blank search box. There we have to put the web address that we want to analyze and click on the blue button on its right ("analyze") .

Once we press that button, it will appear just below the search bar, an evolution bar that will indicate the execution percentage of the analysis.

Once the analysis reaches 100%, we will see the result report of PageSpeed ​​Insights.

It has two tabs, since this tool analyzes the results, separating the data according to whether it is accessed from a mobile phone or computer.

The first thing that appears is the global value of the speed test, which will be a number between 1 and 100.

There are three sections for evaluating the result: between 1 and 49, with red color, would be a bad result; between 50 and 89, yellow color, would be an average result; and between 90 and 100, it would be a good result and it will show in green.

Conclusions: data and opportunities

Following the values, we see a space that details the values ​​of the different technical parameters that have been analyzed.

First, the results of the speed test appear: first rendering with content, speed index, time until it is interactive, first CPU idle time, etc.
After this technical data, PageSpeed ​​offers the most interesting part of the report: “opportunities”.

In this section, Google tells us what we have to do to improve the loading speed.

Along with each defect found, it will tell us what we have to do.

It gives us information such as: "remove unused css files", "remove the resources that block rendering", etc.

In short, in Pagespeed we find a good ally in order to improve the SEO positioning of our page since it gives us extensive technical information and with the tips to optimize your WordPress and the defects it finds.
If you want to increase your page speed then contact us.