Marketing has traditionally focused on the four “Ps”: Product, Price, Place and Promotion. Social media has morphed into the fifth, and possibly most important “P”: People. A people strategy is at the center of today’s dynamic and fluid social marketing mix. John Janitsch of Duct Tape Marketing has another take on the four Ps, and has turned them into four Cs for the social age: Content, Context, Connection and Community.
A people strategy is much broader, deeper and more profound than consumer targeting. It involves listening to and engaging with everyone who can touch or influence current and potential customers at all stages of brand interaction. Jeff Pulver is a savvy guy who has had his finger on the pulse of this dynamic for some time. “The social media revolution is less about “we the people” and more about “me the people,” Pulver said.
Ah, people. How did we forget them for so long?