The world of marketing tries, in a more or less precise way,
to adapt to the environment that surrounds companies, collaborators, potential
clients and clients. This evolution of the traditional marketing mix model has
occurred as a consequence of changes in marketing itself and the demands of a
new consumer who, now more than ever, is aware of the power it has and that it
can exercise in the market. In this way, another model arises that tries to put
some order to current marketing, to technological marketing. This model is the
6 C :
In this way, another
model arises that tries to put some order to current marketing, to
technological marketing .
1. Clients ( customers ) : all the information related to
clients and potential clients. This section includes tools related to inbound
marketing , the implementation of CRM in the company, the creation and use of
DMP and CDP. It seeks, above all, to understand a new customer (many speak of
buyer personas ), in a new process ( customer journey ).
2. Content ( content
): the content has increased its importance in the marketing strategy and,
therefore, it is a fundamental piece that must be considered. It is important
to bear in concentration that, once the content is created, comes the task of
distributing it through the different channels available to the company (own
media, earned media or paid media).
3. Community (
community ): customer interactions with other customers, with potential
customers, with companies, etc., through different channels (mainly through
social networks). Gone was the AIDA model in which, after 4 phases (attention,
intention, desire and action), we were supposed to be able to convince and sell
our product and / or service. Currently, thanks to communities and social
networks, potential clients review discussion forums to see their opinions,
talk with other clients, get information on the internet, and become generators
of content and ideas.
4. Commerce (
Commerce ): ability to sell directly our products and / or services in a new
purchasing models: e-brick and mortar , brick and mortar , BOPIS ( buy online ,
pick up in store ), ROBO ( Research Online , buy offline ), DOROPO ( discover
offline , research online , purchase offline ), etc.
5. Collaboration (
Collaboration ) tools and actions taken to enhance collaboration in our
marketing ecosystem. In this case we are conversation about the application of
agile marketing techniques , collaborative tools, etc.
6. Core ( core ): the set of tools that, in a transversal way, help the company to achieve its marketing objectives. This transversality translates into omnichannel campaigns, real-time interactions , analytics , artificial intelligence, cross-channel analysis of massive data, hyper-personalization of communications, automation of marketing actions, etc.