The 4Ps are changing and marketers need to change too!



In 1996, we visited our company HQ in Singapore. One of my colleagues informed me that there was a room with a computer connected to something called the Internet and I could experience it if I wanted to. As head of marketing at a multinational firm operating in one of the world’s largest countries, it was of no interest to me. After all what would I, a marketer, have to do with the Internet? 20 years later, the world is a different place. It has changed and will change. And marketers will need to learn new skills, work with new suppliers (many of them small and not part of the company ‘Authorised Vendor List’) and adapt to new more nimble ways of working. Marketing still has the 4 Ps – Product, Place, Price and Promotion. All the 4Ps are seeing a dramatic shift.

The marketing world is getting disrupted every day. With new technology from wearable’s to 3D printing to mobile marketing, all brands and marketers will need to find new ways to reach and sell to the consumer. Partners like ND Commerce (www.ndslindia.com) are working with major brands to offer new ways to reach consumers and businesses. ND Commerce works with brands to create and manage eChannels for Business-to-Consumer and Business-to-Business commerce.

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