Companies use marketing techniques to reach potential customers. In 1990, Bob Lauterborn introduced the 4 C’s of digital marketing. This new approach focused on improving customer relationships through an improved marketing strategy.
What are Lauterborn’s 4 C’s?
In 1990, Bob Lauterborn introduced “the 4 C’s” to replace the old “4 P’s” of marketing: product, Price, place, and promotion. He thought the 4 P’s made companies focus too much on their products and not enough on their customers. So, he created the 4 C’s of digital marketing:
- Consumer Wants and Needs (instead of Product)
- Cost to Satisfy (instead of Price)
- Convenience to Buy (instead of Place)
- Communication (instead of Promotion)
Lauterborn’s 4 Cs help companies think more about what customers want and how much it costs them, making it easy to buy and communicate well with them.
Lauterborn’s 4 C’s of Digital Marketing
1.Customer Wants and Needs
This focuses on understanding what customers want. It involves researching, creating customer profiles, getting feedback, and watching social media to understand your customer’s desires and needs. This approach puts the customer’s needs first.
2. Cost to Satisfy
Cost to satisfy is a more important one which is the mandatory one that can’t be avoided in any marketing strategy. Satisfying cost allows customers to purchase the products more frequently. The cost to satisfy the process also considers the time spent in shopping online or travelling to a store. And, confirming things like subscriptions or accessories is an added advantage.
3. Convenience to Buy
Arrange easy ways for your customers to buy products or services. Include all the required details on your website and phone numbers to help customers quickly determine their needs. Try to focus on the overall shopping experience.
4. Communication
Please stay connected with customers by talking with them regularly and responding quickly to their questions. Ans also accepts customer feedback positively. When customers think their responses are valued, your sales of products/services gradually increase.
How to Use the 4 C’s?
Lauterborn’s 4 C’s of digital marketing help you cater to your customers better. Here’s how to put them into practice:
Know Your Customers
Start by understanding your customers. Try to learn about customers’ preferences and thoughts when shopping online or in shops. Understanding customers will give you more knowledge about how to make marketing strategies. After understanding the customers thoroughly, you can design the marketing methods properly.
Make It Easy for Customers to Contact You
Give customers simple ways to reach out. Use social media to interact and see what people say about your company. Also, have a contact page on your website where customers can email or leave comments. It’s not just about having these ways to connect—you should check them often to respond quickly.
Respond to Customer Messages
Whether customers have good or bad things to say, they want to know you value their opinions. Respond promptly and thoroughly, especially on platforms like Facebook,
where quick responses are rewarded. Keeping up with your communication channels helps build trust with your customers.
Keep Learning and Asking for Feedback
Pay attention to your customers to find ways to improve and discover new products they might want. Customer feedback is like free market research, so take advantage of it! Record common questions or comments to understand what needs to be addressed.
Benefits of Using the 4 C’s Model
When you use the 4 C’s Model, you can get several benefits:
1. Competitive Advantage
Understanding your audience well lets you create products or services that meet their needs, helping your brand stand out.
2. Boosts Creativity and Teamwork
The 4 C’s model encourages fresh ideas and better communication within your team. It helps everyone collaborate to devise new ways to make your brand unique.
3. Improves Brand Image
Using the 4 C’s in marketing helps your brand look good. Ensuring your messages match your brand’s values and are consistent everywhere strengthens your brand’s reputation.
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