A GUIDE TO THE 4Cs | MARKETING 101

With a marketing strategy, a digital presence, and a website, that is exactly what you will do. Reach. Your business and your brand are presented to potential clients and in 1/10th of a second, an impression is made. An impression that can and will sway this individual to purchase from your business in the future, or not. 

To purchase or not to purchase, that is the question? 

How do you as a business influence that purchasing decision? 

Marketing basics, that’s how. Enter the 4C’s of Marketing Communication framework (Jobber and Fahy, 2009).

As a business or a marketing team, there is an abundance of marketing communications tools available to reach those potential customers. That said, before you start making use of these tools, you must have a knowledge of who your customers are as well as a thorough communication strategy in place, one that ticks some very important boxes. Focusing your marketing efforts on reaching your customers without thinking about the 4C’s and its application is an ‘all the gear, no idea approach’ and best avoided. By developing a clear communication strategy from the outset that satisfies the 4C framework, your business will be in an effective brand position.

1. Clarity

Simplicity is underrated. 

A simple, clear, and concise message is the golden key. 

The customer should be able to deduce quite quickly what it is you are trying to say and should be able to understand your message. 

In 1/10th of a second, your offering should be clear. 

Stand out! Be an industry expert; a market leader; offer a solution to a problem but do it quickly and do it efficiently. 

2. Consistency

A potential customer is soon to embark on a journey with your business and will have numerous interactions (touchpoints) with your brand and business along the way. It is important to ensure that the messaging you are putting out to the world is echoed throughout the journey and remains consistent at each touchpoint. Your brand should resonate in the mind of your employees and clients alike; representatives of your business living your brand and your customers recognising it.