When you own or manage a business it is understandable that your primary focus is on the product or service you are selling, so it is very product-centric. While important, at Sixe we believe that any marketing communications should also consider the customer’s perspective.

So, firstly we look at the 4Ps. These are product-focussed categories (Product, Price, Placement & Promotions) and then plot your business against these ‘on a Functional level’. We then view these same categories but from the Consumer (or Customer’s) perspective as the 4Cs (Customers, Cost, Convenience & Communications) and plot your business offering ‘on a more Emotional level’.

We find this model is especially important for developing online or digital marketing strategies and a critical starting point to delivering the right messages to the right people at the right time.

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