• Home
  • /
  • Blog
  • /
  • 4 C’s Of Marketing – Better Marketing To Get More Customers

by Mike Vestil 

4 C’s Of Marketing – Better Marketing To Get More Customers

Depending on which source of information you refer to, you'll find different definitions for the 4C's of marketing. Some sources also state that while the 4 c's marketing model originally only had 4 components, there's now a 5th c added to the mix.

So, who's right?

And more important, what are the 4 c's marketing mix in terms of their importance to your business?

In this article, we'll look at the 4 c's in marketing with examples as well as give you information on how you can use them to get more customers into your business.

Let's get right into it.

What Are The 4 C's Of Marketing?

The 4 c's of marketing are:

  • Customer
  • Cost
  • Communication
  • Convenience
4 C's Of Marketing mix

Image Credit: https://www.iedunote.com/

How Do These 4 C's Work Together?

4 c's marketing starts with the customer at the center. All potential strategies must consider who the customer is and what the customer wants and needs. Knowing your customer base is the first step in 4 c's marketing.

After that, you need to establish the costs associated with reaching and servicing those customers. This includes not only monetary costs, but also the time and effort required to reach them. Defining costs as part of the 4 c's marketing model helps you create a budget and track return on investment (ROI).

Communication is the third in the 4 c's marketing mix. This includes how you communicate your product or service to customers and receive feedback from them. It's essential to create a two-way dialogue so that you can learn from your customers and improve your offering.

Finally, the 4 c marketing model speaks about convenience. This is how you reach your customers with marketing messages that make it easy for them to buy. There are many different channels available, including online and offline options. Selecting the right mix of channels is critical to 4 c's marketing success.

Additional C's Of Marketing

As mentioned, traditionally, the above abbreviations were known as the 4 c's of online marketing. That said, as marketing has changed, so too has the 4 c's model. Some marketers now include additional c's in their version of the marketing mix.

Some common additions to the 4 c's marketing model include:

  • Collaboration
  • Connection
  • Context
  • Culture
  • Convenience
  • Cost-effectiveness

Let's look deeper into why these C's have been added and their importance in this day and age.


In today's business world, it's essential to collaborate with others to succeed. Customers expect companies to work together to provide a seamless experience. For example, if you're booking a hotel room online through a third-party website, you hope the hotel and the booking site share information to confirm your reservation.

Collaboration as part of marketing

Image Credit: https://www.legal500.com/

Including collaboration in the 4 c's of marketing mix ensures that you're considering how to work with others to provide the best possible experience for your customers.


To connect with customers, you need to meet them where they are. This means being active on the channels and platforms that they use. It also means creating content that resonates with them and their interests.

Especially when it comes to the 4 c's of digital marketing, it's essential to focus on creating connections with customers through various mediums. A blog is an excellent example of this, as it allows you to use the words and language your target audience will appreciate. This will help you build relationships and turn one-time buyers into lifelong fans.


Some argue that context is crucial in the 4 c marketing mix. This is because customers don't just want a product or service, they want an experience - businesses must therefore customize that experience to their individual needs.

To do this, you need to know who your customer is and what they're looking for. Only then can you provide the relevant information and resources that they need to make a purchasing decision.


Your company's culture will affect how you market your products or services. Culture as part of the 4 c's in marketing mix means understanding the shared values, beliefs, and behaviors that make up your organization. It also means considering how your target audience will receive your message.

For example, if you're marketing to a traditional audience, you might want to avoid using edgy or controversial tactics. On the other hand, if you're targeting millennials, you might find that they respond well to marketing that pushes boundaries.

Having the right culture as part of a 4 c's marketing strategy is essential to success and is one of the best tips for wealth that a business can strive for - both in the short and long term.

4 C's Of Marketing With Examples

Let's consider the above 4 c's of marketing with some examples to understand better how they can be applied in practice.

Taking a company that sells eco-friendly cleaning products, here's an example of 4 c's of marketing per the original customer model, cost, communication, and channels.

  • Customer – Segmenting everyone who could be a customer means focusing on the target market of environmentally conscious consumers. As such, selling eco-friendly cleaning products only includes those who are health conscious and environmentally minded. Market research and surveys can be conducted to know who the customer is
  • Cost – The company needs to calculate the cost of making and marketing eco-friendly cleaning products. This will include the cost of raw materials, packaging, shipping, marketing, and other associated costs.
  • Communication – To reach the target market for eco-friendly cleaning products, various communication channels can be used, such as online advertising, PR, social media marketing, and content marketing.
  • Convenience – The company must decide which methods to use to reach its target market. Some options could include selling products online, through a brick-and-mortar store, or distributors. Since we're dealing with an eco-friendly product, the approach with the smallest carbon footprint probably makes the most sense.

Using the 4 c's marketing model, a company can more effectively target its marketing efforts and create a more holistic approach to customer engagement.

Considering The Marketing Mix 4 C's In Various Marketing Arenas

In addition to having companies and marketers add their own C's to the original mix, some even create new acronyms for specific marketing sectors.

Let's have a look at some of these and how they apply in today's world.

4 C's Of Social Media Marketing

4 C's Of Social Media Marketing

Image Credit: https://doogads.com/

Communities, conversations, channels, and campaigns are the four c's of social media marketing. They are applied as follows:

  • Communities: The first c is communities, which refers to the groups of people that come together online around a shared interest. There are many online communities, from forums and discussion groups to social networking sites and branded communities.
  • Conversations: The second c is conversations, which refers to the way that members of online communities interact with each other. These conversations can occur in several ways, including through comments, posts, messages, and chats.
  • Channels: The third c is channels, which refers to the platform or medium through which the conversation takes place. Examples of social media channels include blogs, discussion forums, microblogs, and social networking sites.
  • Campaigns: The fourth c is campaigns, which refers to how marketers use social media to achieve their marketing objectives. These campaigns can take many forms, from one-off promotions to long-term engagement strategies

4 C's Of Sustainability Marketing

When it comes to sustainability, the 4C's commonly used are compliance, competitiveness, continuity, and collaboration. Looking into further detail at each of them, we get:

  • Compliance: this is where businesses meet the minimum requirements of environmental legislation.
  • Competitiveness: companies seek to be more efficient than their competitors in terms of sustainability and resource use. In other words, they want to have a "greener" image than others and have reduced environmental footprints.
  • Continuity: this is about ensuring that the company's activities do not adversely affect future generations and the environment. This could involve using renewable resources, investing in green technologies, or adopting a circular business model.
  • Collaboration: working with others to find sustainable solutions to common problems. This could involve suppliers, customers, employees, NGOs, or competitors.

4 C's Of Entertainment Marketing

Finally, entertainment marketing can be defined by the following 4 c's: conduit, content, connection, customer:

  • Conduit: the method or platform used to reach the target audience (e.g., social media, TV, radio)
  • Content: the message that is conveyed through the conduit (e.g., a commercial, an article, a song)
  • Connection: the emotional response that the content elicits from the audience (e.g., liking, sharing, commenting)
  • Customer: the individual who ultimately consumes the content (e.g., a viewer, a reader, a listener)

As you can see above, no matter the industry, the customer is always at the center of the marketing strategy. To be successful, marketers must understand how to reach their target audience and what type of content will resonate with them.

The 4Ps Of Marketing

While speaking about the 4C's and their various applications, it's essential to differentiate them from the 4Ps of marketing. The 4Ps of marketing is a well-known concept that has been around for decades, and despite this, it's still a relevant and valuable tool for businesses. 

The 4Ps of marketing stand for Product, Price, Place, and Promotion:

  • Product: This is what your business is selling. It's essential to have a product that meets the needs and wants of your target market.
  • Price: The price of your product should be set to maximize profit and meet your target market's expectations.
  • Place: Place refers to where your product is available for purchase. You need to ensure that your product is available in locations convenient for your target market.
  • Promotion: This is how you will get the word out about your product. It would help if you created a promotional strategy to reach your target market effectively and with the least friction.

The 4Ps of marketing are a helpful framework for thinking about your business, but it's important to remember that it's not the only framework out there. The 4C's of marketing is another popular framework that one can use to think about your business.

Combining The 4ps And 4cs Of Marketing

The 4Ps and 4Cs of marketing are two frameworks that can be used together when thinking about your business. You can use both frameworks to create a comprehensive marketing strategy for your business. Start by thinking about your product and what needs it meets for your target market. Then, set a price that will maximize profit and meet the expectations of your target market. Next, choose a place to sell your product that is convenient for your target market. Finally, create a promotional strategy that will effectively reach your target market.

Using both the 4Ps and 4Cs of marketing, you can create a comprehensive marketing strategy to help you grow your business.

Marketing And Sales

While the 4Cs and 4Ps are both marketing frameworks, consider that marketing and sales are two different yet harmonious aspects. Marketing is all about creating awareness and interest in your product. Sales, on the other hand, is about getting people to vote with their wallets.

It's essential to have a good understanding of both marketing and sales if you want your business to be successful. Marketing is essential for creating interest in your product and generating leads. Sales are important for closing the deal and getting customers to purchase.

If you only focus on one of these things, you'll likely miss out on various opportunities. For example, if you only focus on marketing, you might generate many leads but won't make any sales. Or if you only focus on sales, you might have people waiting to close deals, but there would be no interest in what you're selling.

As such, creating both a marketing plan and a sales plan is key. A sales plan won't work without considering your marketing efforts, and vice versa. Understanding marketing and sales and how they work together is the best way to ensure success.

4 C's Of Marketing - FAQ

What Are The 4 C's In Marketing?

Depending on which source of information you refer to, the 4 c's of marketing stand for customer, cost, communication and convenience. 

In terms of customers, the 4 c's are a great way to think about how to appeal to them. After all, your marketing efforts should be focused on providing value and solving problems for your target audience.

The 4 c's also represent a framework you can use to evaluate your marketing mix and ensure that you cover all of your bases.

What Are The 4 C's Marketing Used For?

The 4 c's of marketing help businesses determine what steps they need to take to market their products or services successfully. By considering all four of these factors, companies can create a marketing strategy that will maximize their chances of success.

How Can The 4c's Be Used When Selling Travel Insurance?

The 4 c's of marketing can be used when selling travel insurance in several ways.

First, you need to identify your target customer and their needs. Once you know who you're trying to reach, you can tailor your marketing messages and product offerings to appeal to them.

You also need to consider the cost of your travel insurance product and ensure that it's priced competitively. In addition, you'll need to make sure that your product is convenient for customers to purchase and use.

Finally, you need to make sure that you're effectively communicating the value of your travel insurance product to potential customers. Providing the best tips for traveling to your target audience can help you do this.

By following the 4 c's of marketing, you can be sure that you're taking all the necessary steps to sell travel insurance successfully.

Can The 4c's Be Used To Sell Self-Development Products?

Yes, the 4 c's of marketing can be used to sell self-development products.

First, you need to identify your audience and what type of product would appeal to them. Then, you need to craft a message that will capture their attention and convince them to buy your product.

Another way to use the 4 c's of marketing in this arena is to sell a how-to guide on achieving happiness. You could use the 4 c's for marketing this type of product by creating a message that would convince your target audience that by following the tips in your guide, they will be able to achieve their happiness goals.

The same applies when stuff related to tips for happiness. For example, you could use the 4 c's to sell a happiness journal by crafting a message that would convince your target audience that by using your product, they will be able to achieve their happiness goals.

No matter the industry, the 4 C's can help you get crystal clear on your next action steps.


Marketing is a complex area that requires a great deal of thought and creativity. However, if you understand the basics, such as the 4 c's of marketing, you will be well on your way to creating a successful marketing campaign that allows you to close the right deals and help your target audience.

Want to learn more about how to live an extraordinary life? Check out The Lazy Man's Guide To Living The Good Life, a book I wrote that contains tips on how to live a happy, healthy and prosperous life.

Want to make an extra $250 per day online?

I've put together a free quiz on how to find the best online opportunity suited for your personality in the next 5 minutes or less that will allow you to work remotely, with a flexible schedule, from anywhere in the world

About the author 

Mike Vestil

Mike Vestil is the author of the Lazy Man's Guide To Living The Good Life. He also has a YouTube channel with over 700,000 subscribers where he talks about personal development and personal finance.

{"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}