{"id":27262,"date":"2021-02-14T09:48:18","date_gmt":"2021-02-14T13:48:18","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=27262"},"modified":"2021-02-22T21:19:07","modified_gmt":"2021-02-23T01:19:07","slug":"the-five-ps-of-marketing","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/the-five-ps-of-marketing\/","title":{"rendered":"The Five P&#8217;s of Marketing Aren&#8217;t Enough Anymore"},"content":{"rendered":"\n<p>What are the five P&#8217;s of marketing? Why aren&#8217;t the five P&#8217;s working anymore?<\/p>\n\n\n\n<p>There are actually a lot more than the five P&#8217;s of marketing. But some of the main P&#8217;s are product, publicity, pricing, and packaging. <\/p>\n\n\n\n<p>Continue reading to learn why the five P&#8217;s of marketing aren&#8217;t enough anymore.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Five P&#8217;s of Marketing<\/strong><\/h2>\n\n\n\n<p><a href=\"https:\/\/www.shortform.com\/blog\/mass-marketing-strategy\/\">Traditional mass marketing<\/a> runs on \u201cthe five P&#8217;s of marketing\u201d\u2014there are actually a lot more than the five P&#8217;s of marketing, but everyone has their 5 favorites.&nbsp;<\/p>\n\n\n\n<p>Some of the P&#8217;s of marketing are:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><em>Product<\/em>: What are you selling?<em>&nbsp;<\/em><\/li><li><em>Publicity<\/em>: How will you <a href=\"https:\/\/www.shortform.com\/blog\/grab-attention\/\">draw attention<\/a> to your product?<\/li><li><em>Pricing: <\/em>How much will it cost?<\/li><li><em>Packaging<\/em>: What will it look like?<\/li><\/ul>\n\n\n\n<p>Whichever of the five P&#8217;s of marketing you use, they\u2019re meant to be a quick checklist to make sure that your marketing is effective and appropriate for what you\u2019re selling. However, <strong>the five P&#8217;s of marketing aren\u2019t enough anymore. <\/strong>To understand why, we need to take a quick look at the history of marketing and where we are today.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Before, During, and After the Age of Advertising<\/strong><\/h3>\n\n\n\n<p>Before mass marketing,<strong> ideas (and therefore products) spread mostly by <a href=\"https:\/\/www.shortform.com\/blog\/word-of-mouth-marketing-strategy\/\">word of mouth<\/a>.<\/strong> For example, if there was one vegetable seller in the market who had better produce than anyone else, that seller would get talked about in town and would get more business.&nbsp;<\/p>\n\n\n\n<p>During the Age of Advertising, <strong>traditional mass marketing was king.<\/strong> The winning strategy was to put your ads in front of as many people as possible, and trust that they would want your product and be willing to pay for it. This <em>used <\/em>to be extremely effective, for a few reasons that don\u2019t hold true anymore.&nbsp;<\/p>\n\n\n\n<p>The main reason why mass marketing was so powerful was the <em>TV-industrial complex. <\/em>This term is a spin on the much-maligned military-industrial complex, and the system worked on the same kind of feedback loop: Companies would spend huge amounts of money purchasing ads. Those ads would then sell product, making profits for the companies, who then turned around and used the profits to buy more ads.&nbsp;<\/p>\n\n\n\n<p>The companies with the best advertising made the most money and bought even more and better advertising. People came to believe that whatever they saw the most on TV had to be the best-quality products. If you\u2019re doubting the power of advertising right now, think about cereal; every time you bought a box of brand-name cereal, you were paying extra money because of advertising.&nbsp;<\/p>\n\n\n\n<p><strong>However, the Age of Advertising is ending.<\/strong> Companies are spending millions of dollars trying to keep the loop going, and failing. One major problem is that <a href=\"https:\/\/www.shortform.com\/blog\/traditional-advertising\/\">traditional advertising<\/a> is all about raising awareness for your product, but awareness isn\u2019t enough anymore, as we\u2019ll see.&nbsp;<\/p>\n\n\n\n<p>According to marketing expert Sergio Zyman, two of Coke\u2019s most popular commercials (\u201cteach the world to sing\u201d and \u201cmean Joe Greene\u201d) got tons of attention, but that attention didn\u2019t translate to increased profits for Coke. Zyman had something similar to say about Kmart: Everyone <em>knows <\/em>about it, but that doesn\u2019t mean they go there.<\/p>\n\n\n\n<p>With the Age of Advertising coming to an end, we\u2019re back to word of mouth advertising. However, <strong>that word of mouth is now hugely amplified by the internet and social media.<\/strong> The world is much more interconnected than it used to be, so ideas that catch on will spread much faster.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What are the five P&#8217;s of marketing? Why aren&#8217;t the five P&#8217;s working anymore? There are actually a lot more than the five P&#8217;s of marketing. But some of the main P&#8217;s are product, publicity, pricing, and packaging. Continue reading to learn why the five P&#8217;s of marketing aren&#8217;t enough anymore.<\/p>\n","protected":false},"author":8,"featured_media":13670,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[104,24],"tags":[213],"class_list":["post-27262","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-society","tag-purple-cow","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Five P&#039;s of Marketing Aren&#039;t Enough Anymore - Shortform Books<\/title>\n<meta name=\"description\" content=\"There are actually a lot more than the five P&#039;s of marketing. 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Some of the main P&#039;s are product, publicity, pricing, and packaging.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/the-five-ps-of-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2021-02-14T13:48:18+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-02-23T01:19:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2020\/08\/okr-marketing-measure-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1707\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Hannah Aster\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Hannah Aster\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/the-five-ps-of-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/the-five-ps-of-marketing\/\"},\"author\":{\"name\":\"Hannah Aster\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/f39f52830e4f7039a16e45d12354542f\"},\"headline\":\"The Five P&#8217;s of Marketing Aren&#8217;t Enough Anymore\",\"datePublished\":\"2021-02-14T13:48:18+00:00\",\"dateModified\":\"2021-02-23T01:19:07+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/the-five-ps-of-marketing\/\"},\"wordCount\":606,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/the-five-ps-of-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/08\/okr-marketing-measure-scaled.jpg\",\"keywords\":[\"Purple Cow\"],\"articleSection\":[\"Marketing\",\"Society\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/the-five-ps-of-marketing\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/the-five-ps-of-marketing\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/the-five-ps-of-marketing\/\",\"name\":\"The Five P's of Marketing Aren't Enough Anymore - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/the-five-ps-of-marketing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/the-five-ps-of-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/08\/okr-marketing-measure-scaled.jpg\",\"datePublished\":\"2021-02-14T13:48:18+00:00\",\"dateModified\":\"2021-02-23T01:19:07+00:00\",\"description\":\"There are actually a lot more than the five P's of marketing. 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