The new 4C paradigm in the 2.0 era

The tourism scenario worldwide, in the marketing innovation strategy field, is following the new wave of the consumer generated content meanwhile the marketing mix is playing a role around the “word of mouth/word of mouse” business challenging himself for new battles and horizons.

What we noticed is that there is a fundamental changing in the human being living. We all live in the city contest. So we have to think in a mobility approach versus a mobile human way of life very often better than the virtual world promised by Second Life with the virtual tourism. The city becomes the media. The hypermedia is inside the venue where many cities – living a new life for the booming of the city break tourism – are in love of arts and artists experiences changing their profiles and skylines with on air art exhibitions expositions and more.

After the old and famous 4P where i mean product-price-publicity-point of sale and after the 4C as for customer value-cost-communication-commodity; and the 4C+2S like computer-communication-content-consumer-system-service; finally let me introduce to you the brand new 4C paradigm for the 2.0 business approach discussed recently at MIP University in Milan with professor-guru Mr. Kotler and professor Giuliano Noci:

Credibility > social network is a mass channel. You cannot lie in front of million people
Context > advertising no more intended as a brutal content interruption but instead as a proper content proposal
Conversation > creating chances of meeting because “People are the message”. No doubts that you have to start a clear relationship with your customer.
Clarify > paying attention on money investments in the media channel. You can be surprised where little money spent in the virtual can offer you a profit chance in the real world.

This above paradigm can start the following process:
1) Strategic Advertising. The new advertising is strategy oriented not anymore mass advertising. That means that we can follow the stream of one social network instead of another while forgetting some paper brochures and TV or even radio advertising.
2) Tools and Messages. Ceteris paribus “all else being equal”. Planning must be defined to understand which channel prefer or start the multichannel integrated program. This is around the already famous CRM tools and the customer profile.
3) Advertising Driver. Based upon PR/communication mix on own databases.
4) Internal Value Chain. Traveler Centric communication in the mix of product and services provided by different provider as for hotels chain, Airlines and so on.

As a results of what above we will get those following results:

a) Advertising must be change in Con-vertising (converting) example: Social network.

b) Co-vertising (co-creating) example: YouTube.

c) X-vertising (multi-advertising) example: feed, RSS, blog, wiki.

Believe it or not an average budget for what above – that must be considered as a part of marketing and advertising approach – it’s not expensive as we think. Supported by the “word of mouse” and including obviously the umbrella of relevant social network, blog, micro-blogging to create the effect I usually called “synapse web” in order to promote travel products and services and, last but not least, talk with our customers.

About Alex Kornfeind? You can easy add me on your Google circles or on Twitter or either on Facebook

About Alex Kornfeind

Destination Strategy Manager and Marketer. Awarded in 2003 with the Piazza Mercanti from Confcommercio President Dr. Sangalli, in 2005 he became a member of the Advisory Board SMAU05. In 2010 he won the contest "Multichannel Communication Strategies", organized by the Politecnico di Milano, with the Dutch Tourism Board. Teacher since 1999, he has a Master in Management of eBusiness at Politecnico di Milano. Publications: "The mobile tourism. From opportunity to undisputed reality", co-author Francesca Ghersinich. Publisher: Risposte Turismo. Destination Manager e Strategy Marketer. Premiato nel 2003 con il Piazza Mercanti dal Presidente Confcommercio Dottor Sangalli nel 2005 è membro dell'Advisory Board SMAU05. Nel 2010 è vincitore del contest “Strategie di Comunicazione Multicanale”, indetto dal Politecnico di Milano, con il cliente Ente del Turismo Olandese. Docente dal 1999 vanta un Master in Management dell’eBusiness del Politecnico di Milano. Pubblicazioni “Il turismo mobile. Da opportunità a realtà indiscussa" co-autrice Francesca Ghersinich. Editore: Risposte Turismo.

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