Understand the The concept of the 4 As of Marketing was created by Raimar Richers , and it connects different parts of a marketing action, both in the digital and offline scenario!
Check out more details below about this topic, which is extremely essential for companies in the most diverse sectors.
What exactly are the 4 As of marketing?
Basically, it is an integrated system that phone number database describes the interactions of the company and its marketing components (or market force), in order to evaluate the marketing options that best align with its objectives, which are:
- Analysis;
- Adaptation;
- Activation;
- Assessment.
It is worth noting that it is not just digital marketing strategies that use the 4 As, but also different styles of offline campaigns.
Analysis
This first phase consists of identifying practical skills in budgeting external and internal variables, in addition to macro and/or microenvironmental contexts, which encompass the launch of a new marketing campaign by a company.
Right now, we are talking about threats, opportunities, changes in market trends and so on…
This information serves as support for strategic and business decisions, whether it be making a project unfeasible or indicating a more promising period, of course, within the campaign target.
Creation of the Buyer persona
A semi-fictional character that represents the profile of your buyer.
- Analysis of Marketing Environments: Careful assessment of threats, trends and opportunities, in addition to whatsapp database philippines measuring the competition, that is, the value chain, skills and resources.
- Competitiveness Analysis: Porter’s 5 forces model (Rivalry between competitors; Threat of new entrants; Bargaining power with suppliers; Assertive negotiation with customers and Threat of substitute products).
- Benchmarking: In-depth mapping focused on a company’s market of operations.
“Adapt product and communication to the campaign theme and market peculiarities”
The second stage represents the act of adapting products and communication within a marketing campaign that your company intends to launch.
For example, if the idea is to run a Black Friday campaign, you can adapt the products and ways of displaying them, as well as the visual communication on your website, shop windows and commercial proposals to use dark tones.
Activation
Put the campaign into practice, executing what was planned in the steps mentioned above!
Activation, in simple and straightforward Portuguese, means taking the planning off the drawing board and putting the campaign into action.
This stage has infinite variations, always depending on the desired target audience, the product/service that is presented and according to the market niche, and can even be offline, for example:
- Outdoors;
- Pamphlets, magazine advertisements;
- Geolocated ads.
If your business or target audience is also on the internet, you can use digital marketing tools, such as:
- Email marketing;
- E-commerce;
- Advertisements in general;
- Inbound Marketing;
- Outbound marketing.
Assessment
Now we have reached the point where, after putting the plan into action, we need to evaluate the results! The purpose of this phase, therefore, is to provide a basis for decisions to be made about continuing, modifying or interrupting campaigns and sales.
How to create a marketing plan based on the 4 As?
Now that we’ve seen how each A of marketing works, let’s recap how the theory works as a whole, but step by step:
- Outline your company’s objective with the product in question and ANALYZE the market force to find out if your objective is viable at that time.
- Group the resources needed to put your plan into practice and make the necessary ADAPTATIONS to make it more competitive.
- Offer your products at the right time, place and to the IDEAL customer, ACTIVATING them in the market.
