what do they mean and why are they important? – WAU

How about organizing your next campaigns with these 4 simple steps, designed especially for the reality of London?

If you are interested in marketing and sales, you may have heard of the 4 Ps of Marketing (Product, Price, Place and Promotion), or, who knows, of the 4 Cs (Customer, Convenience, Communication and Cost). But today we are here to tell you about the 4 As of Marketing!

It is a fact that, throughout history, the most used strategies to leverage sales are always changing – which is a great sign: things are evolving! -, and associating the new theories to a set of letters like this is a great way to make them more memorable, don’t you think?

Because the quartet of the time, for those who don’t know, was created for our national reality by Raimar Richer (one of the pioneers of marketing in London) and can be of great help in your campaigns!

Keep reading and find out how this idea can organize your strategies, in theory and in practice. Come see:

What are the 4 As of marketing?

The 4 As are, basically, an integrated system that describes the company’s interactions and its marketing components (or market strength) in order to evaluate the marketing options that best align with its objectives. Are they:

  1. Analyze;
  2. Adaptation;
  3. Activation
  4. and Evaluation.

And, it is worth mentioning, it is not only digital marketing strategies that can use this model, see? It is applicable to the planning of any campaign, on or offline.

first steps in digital marketing

Learn about each of these As in detail and understand their impact on the strategy as a whole:

1. Analysis

The first phase of the system consists of identifying the variables (external and internal, in macro and micro environment) that may affect the launch of a new marketing campaign by your company.

We are talking here about threats, opportunities, changes in market trends for the business niche, and so on.

It is information that serves to support marketing decisions in the elaboration of your new strategy, whether making a project unfeasible or pointing to a particularly promising period for some other.

This is where your campaign objective is defined, for example, and your niche market is characterized. The elaboration of your buyer persona – semi-skilled character that represents your ideal buyer – can also happen at this time.

In this phase, database and Customer Relationship Management (CRM) tools are used, such as:

  • Analysis of Marketing Environments: external environment (threats, trends and opportunities), competition and sector (structure) and internal environment (value chain, skills and resources).
  • Competitiveness Analysis: Porter’s five forces model (rivalry between competitors, threat of new entrants, bargaining power with suppliers and customers and threat of substitute products).
  • Marketing Information System (SIM): analysis of internal and external data, prevention and solution of problems, in addition to determining future trends.
  • Marketing Research (PM): complete research process that involves planning, executing and generating contacts for your brand.
  • Benchmarking: more in-depth market analysis for your company.
Sales and Marketing Metrics

2. Adaptation

Having identified the impact factors in the analysis phase, it is time to adapt your company’s products and services to the chosen strategies. Your objective here will be to operationalize the products and services.

For example: if you chose to campaign for a holiday like Father’s Day, your products must have new packaging and all of your advertisements must be aligned with the theme.

Likewise, if your company is going to launch a product for a specific target audience, it must be attractive to that category: you don’t sell headphones for teenagers dressed in suits and ties, right?

Just then, conform your products and services to the requirements of the campaign. Some other examples of elements that can be adapted at this stage are:

  • Design: integration between product attraction and functionality.
  • Packing: how it is presented to the customer.
  • Brand: what is the corporate identity of your brand, in general and in that product.
  • Price: compatible with the cost and acceptable to the consuming public.
  • Products and services: main features and differentials.

Take the opportunity to learn how to audit your marketing strategy!
What is it and why do a marketing audit

3. Activation

After defining and adapting the strategies to the reality of the new campaign, it will be necessary to put the plan into action.

Therefore, the next step is to effectively market the products and services already prepared, placing them on the market according to the chosen channels.

In practice, you will activate:

  • E-commerce: virtual stores (if you don’t already have an online sales channel, we advise you to read this post!).
  • E-mail marketing: being part of the digital marketing outreach strategy.
  • Elements of product distribution and logistics: how the customer will find / receive your product.
  • Offline marketing: elements of traditional marketing to be used, if applicable.
  • Blog posts: take the opportunity to refine your SEO strategies by choosing keywords appropriate to the campaign.
  • Social networks: post on those most used by your persona!
Social Media Marketing Kit

4. Evaluation

Finally, after putting the plan into action, there is only one way to know if it worked: evaluating its results! The function of this phase, therefore, is to provide a basis for deciding to continue, modify or interrupt the marketing decisions already made.

And to have data to support your decision, of course, you will need to monitor and measure the results of the campaign, selecting the most relevant metrics.

The good news is that, especially in digital marketing, it is possible to measure almost all user behaviors in relation to your company through the Key Performance Indicators (KPI’s): just know how to choose which ones will be most important to you!

In this sense, it is worth considering, for example, the comments, evaluations and interactions of your customers with your products and your brand on social networks or complaint sites. A lot of people, nowadays, resort to these channels even before SAC, so be sure to keep an eye on them!

Take advantage of these spontaneous customer evaluations to guarantee their satisfaction, retain them and improve the company’s image online.

In addition, other aspects that should be considered at this stage are:

  • marketing audit;
  • Internal controls;
  • and macroenvironment.

How to do a marketing plan with the 4 As?

Now that you’ve seen how each of the As works in detail, let’s recap the theory’s work, step by step:

  1. Plot your company’s goal with the product in question and analyze the market strength to know if your objective is feasible at that moment.
  2. Pool the necessary resources to put your plan into practice and make the adaptations necessary to make it more competitive.
  3. Offer your products at the right time, in the right place and to the right person activating them in the market.
  4. Monitor the results of your actions and evaluate the positives and negatives. Use feedback both to optimize the campaign and for the next actions!

Did you see how each of the 4 Marketing As works as pillars to guarantee a more effective strategy? Be sure to also read our post on Sales Enablement and learn how to further optimize your sales!

digital marketing ebook