Marketing tactics and the understanding of how audiences respond to marketing evolve alongside the times. Trends and behavioral patterns all play a part in determining the most effective methods of marketing.
Traditional marketers will have you know that the “four Ps” are a tried and tested method in order to gain a competitive advantage, but modern times have proven that people are becoming much more aware and conscious about their consumption and choices. Therefore, the four Ps, which are focused on products and services rather than the consumers themselves, are falling out of favor. On the other hand, the four Cs (Customer, Cost, Convenience and Communication) are the latest and much more effective marketing model, which is being employed today.