A few years back, Ogilvy & Mather introduced a new framework of marketing in the article titled, “The 4 Ps are out, and the 4 Es are in.” Though this article was written quite some time ago, it couldn’t stand truer today. In it, they suggest that the traditional teachings of the 4 Ps of marketing – Product, Place, Price & Promotion, are outdated and should be replaced with the more modern framework known as the 4 Es of marketing – Experience, Everyplace, Exchange & Evangelism (also known as the 4 Es).
The concept of the 4 Ps was created in an era where marketers ruled over consumers and products endured long shelf lives before being replaced with the next best thing. It definitely cannot compete in today’s ever-changing digital industry. The Internet has changed the way people find, research, and buy. In order for marketers to truly succeed online, they must adapt to these new buyer behaviours. If you want to be successful in today’s online market, you must shift how you (and your online efforts) approach your consumers.
A Quick Refresher on the 4 Ps of Marketing
The 4 Ps of marketing were designed to help businesses control how their products were positioned and sold. They focus on internal decisions that organizations make to influence demand.
- Product
- Price
- Place
- Promotion
However, digital channels have expanded, and customer journeys are becoming more complex. Modern marketing must also account for how customers experience, perceive, and engage with offers over time. It is time for you to make the leap from a traditional 4 Ps of marketing approach and replace it with the modern 4 Es, and we are here to tell you how.
What are The Four Es? What Do They Mean for Digital Marketing?
Product to (Website) Experience
Consumers today are more focused on the experience they have with a business rather than the features of the product. The amount of data available to you today makes it easier to see what your customers want. By harnessing your website’s analytics, you’re able to understand your customer’s journey, from initial contact to point of purchase.
To understand your buyer’s experience through your analytics data, start by considering how people view your business on different devices. For example, do your customers have a good experience on their mobile devices as well as desktop?
The goal is to give a consistent and enjoyable user experience across all platforms from mobile and social to your website. The experience customers have with your brand should be the same no matter where they find you.
Place to Everyplace (Online)
Customers no longer interact with brands in a single location. They spend a large amount of time researching products online before they buy. Positioning your business in every place online keeps you front of mind.
Your consumers’ needs will change depending on when in the sales funnel they find you online, and how they access your content. Google makes it so that every page on your website is accessed just like your homepage. The easier it is to find you online, the easier it is for customers to convert. If you are not everyplace your customer looks online, you can be sure your competitors are.
Price to Exchange
Price reflects cost. Exchange reflects value. What your website offers is not always something tangible. Sometimes, you ask for your website visitor to engage with you on a different level rather than making a purchase. Perhaps your goal is for them to download an online guide or report. Maybe you want them to sign up for your newsletter.
No matter what you’re trying to get them to do, you need to earn their trust. Modern customers evaluate what they give versus what they receive, including time, trust, convenience, and emotional payoff. Once you earn their trust, they’ll feel comfortable exchanging their coveted information, such as their credit card number or email address.
Promotion to Evangelism
With social media, you have the opportunity to turn your customers into evangelists. To do this, you need to give them a reason to share what you offer. This means you must promote evangelism over your products.
Modern brands grow when customers willingly share their experiences and recommend them to others. Start a conversation with your followers and fans and give them a reason to talk about you. The more reasons they have to spread the word about your business, the more evangelists you’ll have on your side.
4 Ps vs 4 Es: Key Differences
The shift from the 4 Ps to the 4 Es represents a move from internal control to customer perception.
- Product becomes Experience
- Price becomes Exchange
- Place becomes Everywhere
- Promotion becomes Evangelism
Rather than replacing the 4 Ps entirely, the 4 Es build on them by adding a customer first lens that reflects how modern buyers actually make decisions.
How to Apply the 4 Es in a Modern Marketing Strategy
Marketing teams can use the 4 Es as a strategic filter when planning campaigns, content, and digital experiences.
Ask questions such as:
- What experience are we creating at each stage of the customer journey
- How clearly are we communicating value beyond price
- Are we accessible and consistent across all relevant channels
- What encourages customers to advocate for our brand
This approach aligns marketing, brand, and customer experience teams around shared outcomes rather than isolated tactics.
Don’t Hold onto the Past, Say Hello to Modern Marketing
Many businesses have had tremendous success just by making these changes. Have you put any of these 4 Es into practice in your marketing? In the fast-paced industry of digital marketing, it is essential to create a strategy that encompasses SEO, mobile and social. This may all seem overwhelming, but our experienced team of digital marketing specialists can help you update your strategy to meet the needs of today’s competitive online market.
Reach out and learn how the 4Es apply to your business
