The 7 Cs of digital marketing are a comprehensive compass model that helps organizations navigate the complexities of the digital landscape and make informed decisions to improve their market performance. Here’s an in-depth explanation of each C:
Corporation:
The first C, Corporation, refers to the organization itself, whether it is a business, non-profit entity, or any other type of institution. To succeed in digital marketing, a company must evaluate its position within the industry, identify competitors, and understand their marketing strategies. It’s essential to align marketing efforts with the broader goals and objectives of the organization.
Commodity:
The second C, Commodity, represents the specific product or service that the company offers to its target audience. Understanding the unique selling points and value proposition of the product/service is crucial for effective digital marketing. Organizations need to analyze the features and benefits of their offerings to position them effectively in the market.
Cost:
The third C, Cost, encompasses the various expenses associated with creating, selling, and marketing the product or service. This includes production costs, raw materials or resource costs, as well as advertising and promotional expenses. Understanding the cost structure helps in pricing decisions and crafting competitive marketing strategies.
Communication:
Communication is the fourth C, which pertains to how the product or service is marketed to customers. It involves advertising methods, sales promotions, and the level of engagement with the target audience. Effective communication is essential in building brand awareness, conveying the brand message, and maintaining a positive brand image.
Channel:
The fifth C, Channel, refers to the distribution channels through which the product or service reaches the customers. In the digital realm, this includes online platforms, websites, social media, e-commerce portals, and any other medium that connects the organization with its audience. Understanding and utilizing the right channels is vital for reaching the target market effectively.
Consumer:
The sixth C, Consumer, emphasizes the importance of understanding the needs and desires of the customers. This includes providing necessary educational materials for product or service usage, offering warranties, ensuring product safety, and addressing customer feedback. By catering to consumer needs, organizations can build loyalty and maintain a competitive advantage.
Circumstances:
The seventh C, Circumstances, involves external factors that can impact the organization’s operations and its employees. These factors are beyond the organization’s control and may include political, economic, social, technological, legal, and environmental conditions. Staying aware of these circumstances helps in adapting marketing strategies to changing conditions.
The Four Cs (Commodity, Cost, Communication, and Channel) provide a customer-centric perspective to the 7 Cs model. This approach places a strong emphasis on meeting customer needs and preferences, ensuring long-term success in the digital marketing landscape. Compared to the traditional Four Ps of marketing (Product, Price, Place, and Promotion), the 7 Cs and Four Cs provide a more holistic and contemporary framework for digital marketing success.
