New rules for the digital age
CIOs and CMOs should embrace the reality that the marketing levers of the past no longer work the same way, if at all. In simpler times, linear constructs such as the four P’s (product, price, promotion and place) served us well as the foundational ingredients of marketing strategies. However, in the era of dimensional marketing many companies are adding four new dimensions to the original marketing mix: engagement, connectivity, data and technology. The concept of dimension is important. It reflects how the levers are now integrated and interrelated.