Most traditional businesses rely on face to face contact to attract customers and provide service. Today, technology focussed businesses do most of the marketing and service delivery online. Both are useful. And, together they’re potent.
The Four Ps Meet the Four Cs
Traditionally marketing relied on the Four Ps : Product Place Price and Promotion. Today marketers are talking about the Four* Cs : Content Context Connection and Community.
Typically online businesses are good at creating content and context. Whereas traditional businesses are better at building connection and community. To generate an army of people trumpeting your business be great at both.
*Compare this with Joseph Jaffe’s 7Cs as discussed in Book Rapper issue Talk With Me.
Content
Content is the new currency for marketing and lead generation. We no longer trust advertising, we don’t want to be sold to and digital technology lets us create it with relative ease. Write white papers, a blog, post videos, record podcasts and find ways to express your ideas, expertise and the value you provide. Do it online and present in person.
Context
Making sense of what’s going on is the role of a leader and expert. Filter out the noise, link related ideas and provide clarity in the minds of your customers. Shifting context is a potent tool for creating opportunities and new ways of looking at things.
Connection
As we become more engaged in our technology, the need for the human touch increases too. And, we’re seeking empathy, support and motivation from unlikely sources – including brands and online sites. If you can create a cult following around your business, referrals will naturally follow.
Community
Previously, we congregated in local groups based on where we live. Today, through the internet we are forming new communities based on common interest, shared ideas and the pursuit of common goals. The opportunity for assembling an army online and deepening relationships offline can be a potent driver for your business. Buy The Referral Engine on Amazon (Affiliate Link)
Are you pouring your expertise into your business, working harder every year… but still feel like you’re running on a treadmill? There’s a hidden cost
August 30, 2025
Most personal brands fail. Why? Because they’re forgettable. They sound like everyone else, attract no one specific, and generate zero real opportunities. But here’s the
August 26, 2025
Most experts struggle to monetize their expertise — not because they lack skill, but because they lack a Signature System. I’m Geoff McDonald, the Ideas
August 18, 2025
Cookie Consent
We use cookies to improve your experience on our site. By using our site, you consent to cookies.
Websites store cookies to enhance functionality and personalise your experience. You can manage your preferences, but blocking some cookies may impact site performance and services.
Essential cookies enable basic functions and are necessary for the proper function of the website.
Name
Description
Duration
Cookie Preferences
This cookie is used to store the user's cookie consent preferences.
30 days
These cookies are needed for adding comments on this website.
Name
Description
Duration
comment_author
Used to track the user across multiple sessions.
Session
comment_author_email
Used to track the user across multiple sessions.
Session
comment_author_url
Used to track the user across multiple sessions.
Session
Statistics cookies collect information anonymously. This information helps us understand how visitors use our website.
Google Analytics is a powerful tool that tracks and analyzes website traffic for informed marketing decisions.
Used by Google Analytics to determine which links on a page are being clicked
30 seconds
_ga_
ID used to identify users
2 years
_gid
ID used to identify users for 24 hours after last activity
24 hours
_gat
Used to monitor number of Google Analytics server requests when using Google Tag Manager
1 minute
_gac_
Contains information related to marketing campaigns of the user. These are shared with Google AdWords / Google Ads when the Google Ads and Google Analytics accounts are linked together.
90 days
__utma
ID used to identify users and sessions
2 years after last activity
__utmt
Used to monitor number of Google Analytics server requests
10 minutes
__utmb
Used to distinguish new sessions and visits. This cookie is set when the GA.js javascript library is loaded and there is no existing __utmb cookie. The cookie is updated every time data is sent to the Google Analytics server.
30 minutes after last activity
__utmc
Used only with old Urchin versions of Google Analytics and not with GA.js. Was used to distinguish between new sessions and visits at the end of a session.
End of session (browser)
__utmz
Contains information about the traffic source or campaign that directed user to the website. The cookie is set when the GA.js javascript is loaded and updated when data is sent to the Google Anaytics server
6 months after last activity
__utmv
Contains custom information set by the web developer via the _setCustomVar method in Google Analytics. This cookie is updated every time new data is sent to the Google Analytics server.
2 years after last activity
__utmx
Used to determine whether a user is included in an A / B or Multivariate test.