{"id":73983,"date":"2016-09-02T09:00:00","date_gmt":"2016-09-02T08:00:00","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=73983"},"modified":"2016-10-27T10:57:03","modified_gmt":"2016-10-27T09:57:03","slug":"digital-marketing-models-4cs-marketing-communications","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/marketing-planning\/marketing-models\/digital-marketing-models-4cs-marketing-communications\/","title":{"rendered":"Digital Marketing Models: 4Cs for marketing communications"},"content":{"rendered":"

How to use the 4Cs to refine your value proposition<\/h2>\n

The 4Cs (Clarity, Credibility, Consistency, Competitiveness) is most often used in marketing communications and was created by David Jobber and John Fahy in their book \u2018Foundations of Marketing\u2019 (2009). Once a business has segmented its marketing and identified the target audience, the next stage is to position the business. To successfully achieve this, the 4Cs is a useful tool to create a positioning statement or to build an online value proposition.<\/p>\n

What are the 4Cs?<\/h3>\n

\"Marketing<\/a><\/p>\n

The 4Cs are designed to help you think about your value proposition.<\/p>\n

To understand how this works in practice, I\u2019ve looked at four well-known companies and what\u2019s interesting is that their slogans all meet the rules of Clarity, Credibility and Consistency. The Competitiveness element is less clear. And I am not sure how you would convey competitiveness with luxury brands.<\/p>\n

\"value<\/a><\/p>\n

Some UK supermarkets do address the Competitiveness element, for example: Morrisons\u2019 slogan is \u2018Love it cheaper\u2019 \u00a0and Sainsbury\u2019s slogan is \u2018Live well for less'.\u00a0It seems when the competitiveness element is included, it\u2019s about price, although it could also be about performance in B2B firms such as technology. Competitiveness is also about levels of customer service, such as Avis\u2019s slogan (until 2012) \u2018We try harder\u2019.<\/p>\n

For more discussion of how digital marketing models can inform\u00a0marketing, download our free guide from Annmarie Hanlon. You can also read this case study showing three integrated marketing campaign examples<\/a>.<\/p>\n

\n
\n \n Digital marketing models guide\n <\/a>\n <\/div>\n
\n

Download free, Basic member resource \u2013 Digital Marketing Models Guide<\/strong><\/p>\n

This guide lists 10 models including the 5Is that can be used by marketing professionals and students for digital audits, planning and strategy.<\/p>\n

Access the Digital marketing models guide<\/a><\/p>\n <\/div>\n <\/div>\n","protected":false},"excerpt":{"rendered":"

How to use the 4Cs to refine your value proposition The 4Cs (Clarity, Credibility, Consistency, Competitiveness) is most often used in marketing communications and was created by David Jobber and John Fahy in their book \u2018Foundations of Marketing\u2019 (2009). Once …..<\/p>\n","protected":false},"author":7,"featured_media":73984,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[905],"tags":[1232],"acf":[],"yoast_head":"\nDigital Marketing Models: 4Cs for marketing communications | Smart Insights<\/title>\n<meta name=\"description\" content=\"Digital Marketing Models: 4Cs for marketing communications How to use the 4Cs to refine your value proposition The 4Cs (Clarity, Credibility, Consistency, Competitiveness) is most often used in marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.smartinsights.com\/marketing-planning\/marketing-models\/digital-marketing-models-4cs-marketing-communications\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta 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