When you own or manage a business it is understandable that your primary focus is on the product or service you are selling. While important, at Sixe we believe that any marketing communications should also consider the customer’s perspective. When developing Brand Marketing strategies we draw up a list of what we call the 4Ps and 4Cs. The Ps are Product focussed ‘Functional’ keywords (Product, Price, Promotions & Place) while the 4Cs are their Consumer focussed ‘Emotional’ counterparts (Customers, Cost, Communication & Convenience). This 4Cs 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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