It's bizarre. In roles that focus on influencing engagement and uptake, we often pay little attention to 'why' an audience chooses us over a competitor.
The textbook approach of the 4Ps can be overlooked in the quest to drive numbers. And although they can deliver, they can always be improved... with a little customer / prospect insight.
Effective online marketing requires both numbers and customer insight. Otherwise, you’ve only done half of your market research. But, if you know both who you’re marketing to and why they want to buy, you’ll be able to create truly epic campaigns.