According to, Ogilvy writer, Brian Fetherstonhaugh claims the 4P’s of Marketing are out! There’s a new quartet group in town called the 4E’s.
Let’s go back to basic marketing knowledge. It’s the first thing I learned from Dr. John Murphy in his Integrated Brand Promotion course at the University of Texas at Austin (one of my favorite classes), circa 2007; the four P’s of marketing are product, place, price and promotion.Brian Fetherstonhaugh states that the four P’s were created in 1960, by Jerome McCarthy. And yes, if you just so happen to be reading this blog post, you are well aware that times have changed since the 60’s.
Let’s have an overview about the suggested 4E’s of Marketing:
- Experience: Think about the full customer experience and these insights will tell you where to focus marketing efforts
- Everyplace : Intercept potential customers “on their turf and their terms”
- Exchange: Know the value of your exchange. What revenue do your customers generate over a lifetime and what are you willing to exchange for this…?
- Evangelism: Know the passion of your brand and partner it with a current cultural trend. This inspires customers to engage with your brand and share information about it!
What do you think about replacing the traditional 4P’s with the 4E’s? While I think the 4E’s are incredibly on-point, I can’t imagine they would have been so honest and true without the direction of the solid skeleton of the 4P’s.