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"Whether B2B or B2C, I believe passionately that good marketing essentials are the same. We all are emotional beings looking for relevance, context, and connection." - Beth Comstock, CMO at General ElectricThis quote really speaks to the team at PBJ Marketing, as we recognize that fundamentals are essential to any great digital marketing campaign. In traditional marketing, there are four P’s that all professionals stick to – Product, Price, Place, and Promotion. But in a changing industry, Mayur Gupta, SVP and head of digital at Healthgrades digital marketing adheres to The Five Cs.
1. CONSUMER- The consumer is connected, informed, collaborative, social, and more empowered than ever before. The consumer is the extension of your brand. The consumer's persona, buyer’s journey, and experience must be at the center of your strategy. You can replace consumer with customer or client - bottom line, behind every B2B or B2C, there is a person - the consumer of your content, products, and services.2. CONTEXT - the power of contextual intelligence is the ability to personalize your engagement with the consumer. Context is about knowing and understanding behavior at any point in the relationship, across all touch-points, at all times. Context is about knowing the who, what, where, when and most importantly why the consumer wants something, and then delivery just that, at the right time and channel of preference.3. CONTENT - Content must be influenced, inspired and driven based on context - relevant and useful information that is delivered just in time, pervasively across the ecosystem (channel, device, and touch-point). "Content without context or context without the ability to inspire and influence content is both meaningless and will never drive behavioral change," said Gupta.4. COMMERCE - Anticipating the needs of the consumer and making it easy and fast to purchase is key. Ultimately, convenience always wins.5. CONVERGENCE - The final C, and perhaps the most challenging for marketers is convergence. By placing the CONSUMER at the center of your strategy and execution framework, marketers must find ways to drive alignment across the business and the ecosystem by constantly and vigorously championing convergence. There are hundreds of marketing technology vendors that are focusing on the art of marketing convergence using CRM, marketing automation, communities, analytics and social networking.