{"id":11541,"date":"2024-11-08T20:45:23","date_gmt":"2024-11-08T20:45:23","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2024\/11\/08\/the-4-ps-of-marketing-how-to-apply-them-in-the-ai-era\/"},"modified":"2024-11-08T20:45:23","modified_gmt":"2024-11-08T20:45:23","slug":"the-4-ps-of-marketing-how-to-apply-them-in-the-ai-era","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2024\/11\/08\/the-4-ps-of-marketing-how-to-apply-them-in-the-ai-era\/","title":{"rendered":"The 4 Ps of Marketing: How to Apply Them in the AI Era"},"content":{"rendered":"<p>What are the 4 Ps of marketing? Product. Price. Place. Promotion.<\/p>\n<p>For over 60 years, these four elements have been the cornerstone of many successful marketing strategies.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"4 Ps of Marketing\" alt=\"4 Ps of Marketing\" data-aspect-ratio=\"0.65857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/4-ps-of-marketing.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>But do these classic principles hold up even as AI transforms whole businesses and industries?<\/p>\n<p>Absolutely.<\/p>\n<p>Why?<\/p>\n<p>Even with AI\u2019s growing influence, the fundamental customer needs haven\u2019t changed.<\/p>\n<p>People still want great products, fair prices, convenient access, and compelling reasons to buy.<\/p>\n<p>But here\u2019s where it gets exciting:<\/p>\n<p>You can use <a title=\"41 Key AI Statistics for 2024\" href=\"https:\/\/backlinko.com\/ai-statistics\" target=\"_blank\" rel=\"noopener\">AI<\/a> to give your 4 Ps a boost.<\/p>\n<p>This guide explains how to do that.<\/p>\n<p>You\u2019ll learn:<\/p>\n<ul>\n<li>The core concepts of each P (and why they still matter)<\/li>\n<li>How to build a strong 4 Ps foundation<\/li>\n<li>Real-world examples that bring the 4 Ps to life<\/li>\n<li>Practical ways you can use AI to solidify your 4 Ps plan<\/li>\n<\/ul>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/11\/08\/the-4-ps-of-marketing-how-to-apply-them-in-the-ai-era\/#Using_the_4_Ps_of_Marketing_for_Winning_Campaigns\" >Using the 4 Ps of Marketing for Winning Campaigns<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/11\/08\/the-4-ps-of-marketing-how-to-apply-them-in-the-ai-era\/#AI_and_the_4_Ps_of_Marketing\" >AI and the 4 Ps of Marketing<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/11\/08\/the-4-ps-of-marketing-how-to-apply-them-in-the-ai-era\/#Product_More_Than_Just_What_You_Sell\" >Product: More Than Just What You Sell<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/11\/08\/the-4-ps-of-marketing-how-to-apply-them-in-the-ai-era\/#Price_More_Than_Just_a_Number\" >Price: More Than Just a Number<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/11\/08\/the-4-ps-of-marketing-how-to-apply-them-in-the-ai-era\/#Place_Going_Where_Your_Customers_Are\" >Place: Going Where Your Customers Are<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/11\/08\/the-4-ps-of-marketing-how-to-apply-them-in-the-ai-era\/#Promotion_The_Engine_That_Drives_Results\" >Promotion: The Engine That Drives Results<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/11\/08\/the-4-ps-of-marketing-how-to-apply-them-in-the-ai-era\/#Boost_Your_Marketing_Campaigns_Using_the_4_Ps_and_AI\" >Boost Your Marketing Campaigns Using the 4 Ps and AI<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Using_the_4_Ps_of_Marketing_for_Winning_Campaigns\"><\/span>Using the 4 Ps of Marketing for Winning Campaigns<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>What makes the 4 Ps of marketing so special?<\/p>\n<p>Well, they\u2019re the backbone of every successful marketing strategy.<\/p>\n<p>The 4 Ps cover everything you need to connect with customers. And drive sales.<\/p>\n<p>We\u2019re talking about:<\/p>\n<ul>\n<li>What you\u2019re selling (product)<\/li>\n<li>How much it costs (price)<\/li>\n<li>Where people can buy it (place)<\/li>\n<li>How you tell people about it (promotion)<\/li>\n<\/ul>\n<p>Simple, right? But don\u2019t be fooled.<\/p>\n<p>Mastering these four elements is what separates good marketing from great marketing.<\/p>\n<p>Get all the four Ps of marketing right, and your campaigns fall into place.<\/p>\n<p>Your product stands out. Your message resonates. And sales come much easier.<\/p>\n<p>That\u2019s why the 4 Ps are also called the marketing mix. When these key elements come together in the right mixture, you crush business goals faster and with way less effort.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Side note:<\/strong> The marketing mix concept actually dates back to the 1950s. Marketing professor Neil Borden came up with a 12-element version. But it was E. Jerome McCarthy who boiled it down to the 4 Ps that we know today.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>So what\u2019s the key to making the 4 Ps of marketing work?<\/p>\n<p>One word: Alignment.<\/p>\n<p>If even one P falls out of line, your entire campaign can quickly fall apart.<\/p>\n<p>Check out what happens when the 4 Ps aren\u2019t aligned:<\/p>\n<div class=\"table-responsive\">\n<table class=\"table table-primary table-striped table-hover\">\n<thead>\n<tr>\n<th scope=\"col\">Scenario<\/th>\n<th scope=\"col\">What might happen<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td scope=\"row\" data-before=\"Scenario\">Great <strong>product<\/strong>. But <strong>price<\/strong>, <strong>place<\/strong>t, and <strong>promotion<\/strong> miss the mark.<\/td>\n<td data-before=\"What might happen\">You struggle to gain traction, completely miss your target market, or your product gets a bad rap.<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Scenario\">Nailed <strong>place<\/strong> and <strong>promotion<\/strong>. But <strong>product<\/strong> and <strong>price<\/strong> are off.<\/td>\n<td data-before=\"What might happen\">Initial interest fades due to low demand or value mismatch.<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Scenario\">Killer <strong>product<\/strong>, <strong>price<\/strong>, and <strong>promotion<\/strong>. But wrong distribution channels (<strong>place<\/strong>).<\/td>\n<td data-before=\"What might happen\">You create a ton of buzz, but limited reach leads to a sales flop.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>See the pattern?<\/p>\n<p>Miss just one piece, and your dreams of pi\u00f1a coladas on your yacht? Gone.<\/p>\n<p>But get all four aligned and your marketing moves forward with momentum, purpose, and clarity. You\u2019re pi\u00f1a colada and yacht bound, my friend.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"A Strong Marketing Mix Needs All 4 Ps to Work Together\" alt=\"A Strong Marketing Mix Needs All 4 Ps to Work Together\" data-aspect-ratio=\"0.88285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/marketing-mix.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Want proof? Let\u2019s look at McDonald\u2019s.<\/p>\n<p>Yes, <strong>that<\/strong> McDonald\u2019s.<\/p>\n<p>Since the 1940s, McDonald\u2019s has used the 4 Ps to become the brand we know today:<\/p>\n<ul>\n<li><strong>Product:<\/strong> Fast, reliable burgers and fries<\/li>\n<li><strong>Price:<\/strong> Affordable. Burgers were 15 cents back in the day.<\/li>\n<li><strong>Place:<\/strong> Prime real estate in high-traffic areas<\/li>\n<li><strong>Promotion:<\/strong> Golden arches + ads everywhere<\/li>\n<\/ul>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"McDonald\u2019s \u2013 4 Ps\" alt=\"McDonald's \u2013 4 Ps\" data-aspect-ratio=\"0.75285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/mcdonalds-4-ps.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>The result?<\/p>\n<p>McDonald\u2019s didn\u2019t just dominate the fast food market. They became synonymous with fast food.<\/p>\n<p>That\u2019s the power of the 4 Ps. Get them right, and you\u2019re not just running a marketing campaign. You\u2019re building a business with real potential (and plenty of revenue to show for it).<\/p>\n<p>Whether you want to be the next <a title=\"TikTok SEO: The Ultimate Guide + Tips to Boost Your Reach\" href=\"https:\/\/backlinko.com\/tiktok-seo\" target=\"_blank\" rel=\"noopener\">TikTok<\/a> sensation, scale a SaaS business, or grow an affiliate empire, the 4 Ps will guide you through the ups and downs.<\/p>\n<p>See, challenges in your business are inevitable. But with a solid 4 Ps strategy, you\u2019ll always have a framework to rely on, even when things get tough.<\/p>\n<p>Now, for the exciting part:<\/p>\n<p>AI is starting to play a big role in each of these Ps.<\/p>\n<p>It\u2019s boosting the 4 Ps in ways that would\u2019ve blown our minds just a few years ago.<\/p>\n<p>Curious how?<\/p>\n<p>Hold on tight. And get ready to be amazed.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"AI\u2019s Growing Influence on The 4 Ps\" alt=\"AI's Growing Influence on The 4 Ps\" data-aspect-ratio=\"0.75714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/ai-influence.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"AI_and_the_4_Ps_of_Marketing\"><\/span>AI and the 4 Ps of Marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>AI is creeping into every aspect of business. And it\u2019s doing so in ways we don\u2019t fully understand yet.<\/p>\n<p>We feel it. We know it. And our organizations? <a title=\"Forrester: Accelerate Generative AI Development\" href=\"https:\/\/pages.dataiku.com\/forrester-survey-accelerate-generative-ai\" target=\"_blank\" rel=\"noopener\">All racing to catch up with it.<\/a><\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"AI and the 4 Ps of marketing\" alt=\"AI and the 4 Ps of marketing\" data-aspect-ratio=\"1.2714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/ai-and-the-4-ps-of-marketing.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>AI is changing how we operate, make decisions, and connect with customers.<\/p>\n<p>When it comes to the 4 Ps of marketing? AI opens up entirely new ways to approach each P.<\/p>\n<p>Let\u2019s look at each P to see how.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Product_More_Than_Just_What_You_Sell\"><\/span>Product: More Than Just What You Sell<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Product in the 4 Ps used to be so simple.<\/p>\n<p>You\u2019d create something\u2014a product or service\u2014that appealed to as many people as possible.<\/p>\n<p>Businesses relied on market research reports, customer surveys, and a bit of gut instinct to decide what to build or improve on.<\/p>\n<p>Today?<\/p>\n<p>Creating the right product feels like hitting a moving target. While blindfolded. In a hurricane.<\/p>\n<p>Why?<\/p>\n<ul>\n<li>Markets are increasingly segmented<\/li>\n<li>Customer expectations change rapidly<\/li>\n<li>Competition comes from everywhere (even outside your industry)<\/li>\n<\/ul>\n<p>What\u2019s more?<\/p>\n<p>Having a good product alone isn\u2019t enough.<\/p>\n<p>It also has to stand out and deeply connect with your target audience.<\/p>\n<p>With all these moving parts, it\u2019s no wonder that many <a title=\"35+ Key Small Business Statistics\" href=\"https:\/\/backlinko.com\/small-business-statistics\" target=\"_blank\" rel=\"noopener\">businesses<\/a> struggle to keep up.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"20.9% of new businesses fail by year 1 and 32.8% of new businesses fail by year 2\" alt=\"20.9% of new businesses fail by year 1 and 32.8% of new businesses fail by year 2\" data-aspect-ratio=\"0.4\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/businesses-failing.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>The good news?<\/p>\n<p><a title=\"AI-Powered Product Development: Benefits, Risks, and Use Cases Explained\" href=\"https:\/\/ideausher.com\/blog\/ai-in-product-development\/\" target=\"_blank\" rel=\"noopener\">AI can help you<\/a> manage the complexity of product development.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"How Is AI Transforming Product Development\" alt=\"How Is AI Transforming Product Development\" data-aspect-ratio=\"0.56285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/how-is-ai-transforming-product-development.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>AI can give you access to real-time insights into market trends and <a title=\"User Behavior and SEO: A Deep Dive\" href=\"https:\/\/backlinko.com\/user-behavior-and-seo\" target=\"_blank\" rel=\"noopener\">user behavior<\/a>. That way, you can quickly build products that people actually want.<\/p>\n<p>Tools like <a title=\"Keyword Generator by Semrush\" href=\"https:\/\/www.semrush.com\/analytics\/keywordmagic\/start\" target=\"_blank\" rel=\"noopener\">Keyword Magic Tool<\/a>, for example, provide insights into what customers are actively searching for.<\/p>\n<p>To see this in action, go to \u201c<strong>Semrush<\/strong>\u201d &gt; \u201c<strong>Keyword Magic Tool<\/strong>.\u201d<\/p>\n<p>Enter your topic in the search bar. Then hit \u201c<strong>Search<\/strong>.\u201d<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Magic Tool \u2013 Search \u2013 face serum\" alt=\"Keyword Magic Tool \u2013 Search \u2013 face serum\" data-aspect-ratio=\"0.42428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/keyword-magic-tool-search-face-serum.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>This generates a list of keywords that potential customers are looking for. It also gives you a clear view of market demand.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Magic Tool \u2013 face serum \u2013 Keywords\" alt=\"Keyword Magic Tool \u2013 face serum \u2013 Keywords\" data-aspect-ratio=\"0.84285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/keyword-magic-tool-face-serum-keywords.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Now let\u2019s get AI to tailor this data specifically to <strong>your<\/strong> business needs.<\/p>\n<p>Enter your domain into the AI-powered search bar.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Magic Tool \u2013 face serum \u2013 AI powered \u2013 sephora.com\" alt=\"Keyword Magic Tool \u2013 face serum \u2013 AI powered \u2013 sephora.com\" data-aspect-ratio=\"0.65428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/keyword-magic-tool-face-serum-ai-powered-sephora-com.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>The AI processes the data and provides a Personalized Keyword Difficulty (PKD%) report.<\/p>\n<p>This report shows you the best opportunities for your niche, revealing the products your customers are searching for that align with your current offerings.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Magic Tool \u2013 face serum \u2013 PKD\" alt=\"Keyword Magic Tool \u2013 face serum \u2013 PKD\" data-aspect-ratio=\"0.80285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/keyword-magic-tool-face-serum-pkd.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>How does this help with product development?<\/p>\n<p>Two ways:<\/p>\n<ul>\n<li><strong>It identifies demand:<\/strong> You understand exactly what customers want, and you can adjust your products to meet those needs<\/li>\n<li><strong>It helps you find market gaps:<\/strong> You can spot areas with high demand but low competition, which is ideal for new product opportunities<\/li>\n<\/ul>\n<p>Can you see where we\u2019re going here?<\/p>\n<p>AI makes it easier to decide which products to build or sell.<\/p>\n<p>It helps you spot where you can compete to gain traction quickly and with less effort. Plus, it helps you see the best opportunities ahead.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Top tip:<\/strong> <a title=\"Backlinko &amp; Semrush: 14-day PRO Trial\" href=\"https:\/\/www.semrush.com\/lp\/backlinko-offer\/en\/\" target=\"_blank\" rel=\"noopener\">Try Semrush free<\/a> for 14 days. Find out what your customers are searching for.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>And we\u2019re not finished yet.<\/p>\n<p>All that is just the first step in your product development.<\/p>\n<p>Once you\u2019ve found the right opportunities, the next step is to make sure your products resonate with your audience.<\/p>\n<p>Today\u2019s consumers? They expect more. They want products that feel personal and tailored to their needs.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Why Personalization Matters\" alt=\"Why Personalization Matters\" data-aspect-ratio=\"0.68\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/why-personalization-matters.png\" loading=\"lazy\" \/><figcaption><strong>Sources:<\/strong> <a href=\"https:\/\/www.epsilon.com\/us\/about-us\/pressroom\/new-epsilon-research-indicates-80-of-consumers-are-more-likely-to-make-a-purchase-when-brands-offer-personalized-experiences\" title=\"Epsilon\" target=\"_blank\" rel=\"noopener\">Epsilon<\/a>, <a href=\"https:\/\/blog.hubspot.com\/sales\/average-email-open-rate-benchmark\" title=\"Hubspot\" target=\"_blank\" rel=\"noopener\">Hubspot<\/a>, <a href=\"https:\/\/www.salesforce.com\/blog\/customer-engagement-research\/\" title=\"Salesforce\" target=\"_blank\" rel=\"noopener\">Salesforce<\/a><\/figcaption><\/p><\/figure>\n<p>Consumers want something that feels like it was made just for them.<\/p>\n<p>AI to the rescue again.<\/p>\n<p>AI can help you tailor your product to individual customers, from personalized product recommendations to specific customizations. This helps you build a connection that keeps customers coming back.<\/p>\n<p>Just look at Netflix. It doesn\u2019t offer a one-size-fits-all experience.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Netflix \u2013 Homepage\" alt=\"Netflix \u2013 Homepage\" data-aspect-ratio=\"0.69428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/netflix-homepage.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>The platform uses AI to personalize many features. This includes the shows it recommends and even the <a title=\"The Power of a Picture - About Netflix\" href=\"https:\/\/about.netflix.com\/en\/news\/the-power-of-a-picture\" target=\"_blank\" rel=\"noopener\">thumbnails<\/a> it shows. This creates a unique viewing experience for each user.<\/p>\n<p>And it\u2019s not just big companies that can personalize customer experiences.<\/p>\n<p>If you\u2019re running a <a title=\"Small Business Marketing: 6 Proven Strategies for More Reach\" href=\"https:\/\/backlinko.com\/small-business-marketing\" target=\"_blank\" rel=\"noopener\">small ecommerce business<\/a>, AI can track your customers\u2019 browsing and purchase history. This way, you can offer them personalized product suggestions that match their tastes and preferences.<\/p>\n<p>The bottom line:<\/p>\n<p>AI makes sure your product isn\u2019t just good. It\u2019s exactly what your customers want when they want it.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Price_More_Than_Just_a_Number\"><\/span>Price: More Than Just a Number<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Many people assume pricing is simple: cost + markup = selling price.<\/p>\n<p>But price is actually one of your most flexible and powerful tools.<\/p>\n<p>Why? It drives revenue and shapes how customers perceive your product or brand.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Value vs Price\" alt=\"Value vs Price\" data-aspect-ratio=\"0.53285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/value-vs-price.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Traditionally, businesses set prices based on production costs and competitor pricing. And adjusting those prices? That took a long time.<\/p>\n<p>But with AI, pricing has become more dynamic and responsive.<\/p>\n<p>Want to track your competitors\u2019 prices in real time? Easy. AI tools like <a title=\"Price2Spy\" href=\"https:\/\/www.price2spy.com\/\" target=\"_blank\" rel=\"noopener\">Price2Spy<\/a> do that and can even adjust your prices automatically to stay competitive.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Price2Spy \u2013 Homepage\" alt=\"Price2Spy \u2013 Homepage\" data-aspect-ratio=\"0.59\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/price2spy-homepage.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>And where AI truly adds value? Identifying the price that reflects what your customers care about.<\/p>\n<p>The thing is, customers don\u2019t just pay for your product. They pay for your value proposition. That\u2019s the value they believe they\u2019re getting.<\/p>\n<p>That\u2019s why the same product can sell for $50 in one store and $100 in another. The price speaks to more than just cost. It also reflects your brand\u2019s reputation, exclusivity, and how much customers trust your offer.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Product Price Difference\" alt=\"Product Price Difference\" data-aspect-ratio=\"0.53285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/product-price-difference.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>AI can also help you make informed pricing decisions\u2014especially when it comes to segmented pricing. That means tailoring your prices for different customer groups based on their unique needs.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Segmented Pricing\" alt=\"Segmented Pricing\" data-aspect-ratio=\"0.57714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/segmented-pricing.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Let\u2019s say you\u2019re a SaaS company. And you\u2019re trying to figure out your pricing tiers. AI can make this process far more manageable.<\/p>\n<p>Use sentiment analysis tools like <a title=\"Qualtrics\" href=\"https:\/\/www.qualtrics.com\/\" target=\"_blank\" rel=\"noopener\">Qualtrics<\/a>. These tools find out what your customers value most: quality, exclusivity, or convenience.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Qualtrics \u2013 Homepage\" alt=\"Qualtrics \u2013 Homepage\" data-aspect-ratio=\"0.59714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/qualtrics-homepage.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Then, tools like <a title=\"Zilliant\" href=\"https:\/\/zilliant.com\/\" target=\"_blank\" rel=\"noopener\">Zilliant<\/a> can segment your customers based on behavior, demographics, and purchasing habits. They can even predict how much each segment is willing to pay.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Zilliant \u2013 Homepage\" alt=\"Zilliant \u2013 Homepage\" data-aspect-ratio=\"0.64857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/zilliant-homepage.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>And with that, you\u2019ll have data-driven pricing tailored to the value each group sees in your product.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Place_Going_Where_Your_Customers_Are\"><\/span>Place: Going Where Your Customers Are<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Place is about one thing: making your products available where your customers hang out.<\/p>\n<p>In the past, place was mostly about physical locations. It meant picking suitable stores, negotiating shelf space, and relying on distribution channels to get products there.<\/p>\n<p>Businesses used regional demand data, location scouting, and partnerships to place products where customers were likely to shop.<\/p>\n<p>It worked. But it was static, and the process struggled to adapt to real-time changes in customer behavior.<\/p>\n<p>Today? Place has taken on a whole new meaning.<\/p>\n<p>Now, it includes <a title=\"Shopify SEO: The Complete Beginner\u2019s Guide\" href=\"https:\/\/backlinko.com\/shopify-seo\" target=\"_blank\" rel=\"noopener\">ecommerce platforms<\/a>, social media, voice-activated devices, and traditional retail locations. This makes it more complex, but it also offers you more opportunities.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Your Customers Are Everywhere\" alt=\"Your Customers Are Everywhere\" data-aspect-ratio=\"0.78285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/your-customers-are-everwhere.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>So, how do you play in this new landscape?<\/p>\n<p>AI helps you collect real-time insights about your customers:<\/p>\n<ul>\n<li>Where are they spending their time?<\/li>\n<li>Where are they most likely to buy?<\/li>\n<\/ul>\n<p>All that info is possible with the press of a button.<\/p>\n<p>For example, <a title=\"Google Analytics 4 (GA4): The Ultimate Guide\" href=\"https:\/\/backlinko.com\/google-analytics-4\" target=\"_blank\" rel=\"noopener\">Google Analytics 4 (GA4)<\/a> uses AI to analyze user behavior across websites and digital platforms.<\/p>\n<p>It provides insights like purchase probability and predicted revenue. It also tells you which channels\u2014whether it\u2019s SEO, social media, or paid ads\u2014drive the most conversions.<\/p>\n<p>This means you can focus on the platforms that give you the best return. That way you don\u2019t spread yourself too thin.<\/p>\n<div class=\"sc-embed-youtube embed-responsive embed-responsive-16by9 w-75-md-up\"><\/div>\n<p>But place is more than just being present.<\/p>\n<p>It also covers distribution. That is, how your customers get their hands on your product.<\/p>\n<p>For example, FedEx uses <a title=\"Nimble Robotics\" href=\"https:\/\/www.nimble.ai\/\" target=\"_blank\" rel=\"noopener\">AI and robotics<\/a> to automate fulfillment and optimize deliveries.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Reuters \u2013 FedEx invests in AI robotics\" alt=\"Reuters \u2013 FedEx invests in AI robotics\" data-aspect-ratio=\"0.77142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/reuters-fedex-invests-in-ai-robotics.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>With AI, FedEx streamlines deliveries, cutting down on time and costs. It benefits the business and its customers.<\/p>\n<p>And this AI-powered efficiency? It isn\u2019t just for industry giants.<\/p>\n<p>Even small brick-and-mortar stores can use AI this way.<\/p>\n<p>Tools like <a title=\"RetailNext\" href=\"https:\/\/retailnext.net\/\" target=\"_blank\" rel=\"noopener\">RetailNext<\/a> track foot traffic. Then they analyze how your window displays or store layout affects customer flow.<\/p>\n<p>This gives you real-time data on what\u2019s attracting (or dissuading) customers to your store. With that intel, you can adjust things like your window display, product placement, or store layout to help increase sales.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"RetailNext \u2013 Store Design\" alt=\"RetailNext \u2013 Store Design\" data-aspect-ratio=\"0.59571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/retailnext-store-design.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>What does this all mean?<\/p>\n<p>Whether optimizing your online and offline presence or improving your distribution processes, AI makes sure you\u2019re right where your customers are. And you\u2019re ready to deliver when they\u2019re ready to buy.<\/p>\n<p>Who doesn\u2019t want that?<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Promotion_The_Engine_That_Drives_Results\"><\/span>Promotion: The Engine That Drives Results<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Marketers often rush into promotion.<\/p>\n<p>It\u2019s the exciting part. The part where you grab attention, generate interest, and <a title=\"High-Converting Sales Funnel Template\" href=\"https:\/\/backlinko.com\/templates\/marketing\/sales-funnel\" target=\"_blank\" rel=\"noopener\">drive sales<\/a>.<\/p>\n<p>But here\u2019s the catch:<\/p>\n<p>Promotion can only take you so far if your product, price, and place aren\u2019t dialed in.<\/p>\n<p>A brilliant ad campaign can\u2019t save a product that\u2019s overpriced, hard to find, or doesn\u2019t solve a customer\u2019s problem.<\/p>\n<p>Take the Segway launch in the early 2000s.<\/p>\n<p>Despite heavy promotion and hype, the Segway launch was considered a colossal flop. Its high price and limited practical use led to its <a title=\"Segway Case Study: Avoiding the Fate of Electric Scooter\" href=\"https:\/\/www.blueoceanstrategy.com\/blog\/segway-case-study-avoiding-fate-of-segway-electric-scooter\/\" target=\"_blank\" rel=\"noopener\">commercial failure<\/a>.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Blue Ocean \u2013 Segway Case Study\" alt=\"Blue Ocean \u2013 Segway Case Study\" data-aspect-ratio=\"0.80857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/blueocean-segway-case-study.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>The point is:<\/p>\n<p>Promotion used to focus on reaching as many people as possible through broad, blanket strategies like TV ads, billboards, print.<\/p>\n<p>The problem?<\/p>\n<p>You were likely spending resources on audiences outside your target market.<\/p>\n<p>AI has changed how we promote.<\/p>\n<p>Take online ads:<\/p>\n<p>Before AI, businesses had to wait weeks to optimize campaigns.<\/p>\n<p>Now, tools like <a title=\"Smart Bidding: Definition - Google Ads Help\" href=\"https:\/\/support.google.com\/google-ads\/answer\/7066642?hl=en\" target=\"_blank\" rel=\"noopener\">Google Ads Smart Bidding<\/a> use signals like time of day, language, and user behavior to adjust bids and optimize in real time. No manual bidding needed.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google Ads Smart Bidding\" alt=\"Google Ads Smart Bidding\" data-aspect-ratio=\"0.55428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/google-ads-smart-bidding.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>This means your budget is spent where it\u2019s most effective: on people who are ready to buy.<\/p>\n<p>And what\u2019s more?<\/p>\n<p>AI helps you run omnichannel marketing campaigns. This is where you create a unified, seamless experience for customers across all channels. They get a cohesive experience whether they shop online, on social media, or in-store.<\/p>\n<p>Gone are the days when your print ads were separate from your <a title=\"Free Social Media Strategy Template\" href=\"https:\/\/backlinko.com\/templates\/marketing\/social-media-strategy\" target=\"_blank\" rel=\"noopener\">social media<\/a> campaigns.<\/p>\n<p>Today, omnichannel marketing is the standard.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"User behavior\" alt=\"User behavior\" data-aspect-ratio=\"0.90714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/02\/user-behaviour.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Tools like <a title=\"Delight Customers with Omni-channel Service Software | HubSpot\" href=\"https:\/\/www.hubspot.com\/products\/service\/omnichannel-customer-service\" target=\"_blank\" rel=\"noopener\">HubSpot<\/a> track customer behavior across all channels. That includes social media and offline interactions.<\/p>\n<p>For example, suppose a customer clicks on a Facebook ad. HubSpot can automatically send a personalized email. This helps keep the conversation going across channels in a consistent, connected way.<\/p>\n<p>This is AI making sure that you\u2019re not just visible to your target audience. You\u2019re also reaching them at the right time and the right place.<\/p>\n<p>That creates potential for better results, higher engagement, and ultimately, more sales.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"HubSpot \u2013 Omni-Channel Customer Service\" alt=\"HubSpot \u2013 Omni-Channel Customer Service\" data-aspect-ratio=\"0.66571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/hubspot-omnichannel-customer-service.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"Boost_Your_Marketing_Campaigns_Using_the_4_Ps_and_AI\"><\/span>Boost Your Marketing Campaigns Using the 4 Ps and AI<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>AI is just a tool. The 4 Ps of marketing are still the backbone of any strong marketing strategy.<\/p>\n<p>Yes, AI can help streamline processes and improve decision-making. But it\u2019ll only work if it\u2019s aligned with the core principles of the 4 Ps: product, price, place, and promotion.<\/p>\n<p>But knowing the theory is one thing. Putting it into practice in today\u2019s AI digital world is another.<\/p>\n<p>For real, actionable tips on how to bring these principles to life, check out our guide on <a title=\"19 Effective Digital Marketing Tactics\" href=\"https:\/\/backlinko.com\/marketing-tactics\" target=\"_blank\" rel=\"noopener\">digital marketing strategies<\/a>. There, you\u2019ll discover proven techniques for driving results that we\u2019ve tested and recommend.<\/p>\n<p>The post <a href=\"https:\/\/backlinko.com\/4-ps-of-marketing\" target=\"_blank\" rel=\"noopener\">The 4 Ps of Marketing: How to Apply Them in the AI Era<\/a> appeared first on <a href=\"https:\/\/backlinko.com\/\" target=\"_blank\" rel=\"noopener\">Backlinko<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>What are the 4 Ps of marketing? Product. Price. Place. Promotion. For over 60 years, these four elements have been the cornerstone of many successful marketing strategies. But do these classic principles hold up even as AI transforms whole businesses and industries? Absolutely. Why? Even with AI\u2019s growing influence, the fundamental customer needs haven\u2019t changed. People still want great products, fair prices, convenient access, and compelling reasons to buy. But here\u2019s where it gets exciting: You can use AI to give your 4 Ps a boost. [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":11542,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[8,52],"tags":[],"class_list":["post-11541","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-backlinko","category-marketing-blogs"],"featured_image_src":"https:\/\/craighordlow.com\/wp-content\/uploads\/2024\/11\/4-ps-of-marketing-LUefee-600x400.png","featured_image_src_square":"https:\/\/craighordlow.com\/wp-content\/uploads\/2024\/11\/4-ps-of-marketing-LUefee-600x600.png","author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/11541","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=11541"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/11541\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media\/11542"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=11541"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=11541"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=11541"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}