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Beyond the 4Ps: Your 4Es Advantage

Back in 2017, I wrote about the death of the traditional 4Ps marketing framework and the rise of the 4Es. It was a critical message then, as customer behavior was already shifting dramatically and technology was reshaping how businesses connect with their audiences.

But here’s the question: Is this framework still relevant today?

Absolutely—and more urgent than ever.

The seismic shift in customer behavior that began years ago has reached breakneck speed in 2025. Over half of small businesses are doubling down on social media and content marketing, while AI-driven tools are no longer just for Fortune 500 companies—they’re becoming accessible to every entrepreneur with vision.

Here’s the reality: Your customers are in control. Audiences have evolved into many micro-segments. Product advantages disappear at a faster pace than ever. The market is now unstructured conversations happening everywhere, all the time.

Why the 4Ps Failed Entrepreneurs

The Four Ps – Product, Price, Place, Promotion – were developed in a different environment. Marketers were sovereign. Product differences survived long periods of time. Large, compliant audiences could be reached with extensive, well-organized media.

Brian Fetherstonhaugh from Ogilvy & Mather introduced a new framework: the Four “Es”—Experience, Exchange, Everyplace, Evangelism.

Today’s leaders must think forward adopting a framework built for speed, authenticity, and customer obsession.

The 4Es: Your New Competitive Arsenal

1. From Product to EXPERIENCE

Stop selling features. Start designing journeys.

In 2025, businesses are leveraging social platforms to create visually compelling campaigns that tap into user-generated content and viral trends. Your customers don’t want another product—they want transformation.

Action Step: Map every touch-point in your customer journey. Where do they discover you? How do they buy? What happens after? Each moment is an opportunity to create magic.

2. From Place to EVERYPLACE

Your business isn’t a location—it’s an ecosystem.

E-commerce now accounts for one-fifth of all retail sales worldwide, expected to hit 22.6% by 2027. But “everyplace” means more than having a website. It means being present wherever your customers are having conversations, making decisions, seeking solutions.

Action Step: Focus on platforms that deliver real ROI—for most SMBs, that’s Instagram for visual storytelling, LinkedIn for B2B relationships, and TikTok for reaching younger demographics. Master new channels like a chef masters ingredients.

3. From Price to EXCHANGE

Value isn’t what you charge—it’s what customers receive in return for their trust, time, and money.

Smart leaders calculate the lifetime value of customer relationships, not just transaction margins. They understand that customer attention and permission are precious currencies in an oversaturated marketplace.

Action Step: Stop competing on price alone. Start competing on the total value exchange—convenience, expertise, community, transformation. What are you really trading with your customers?

4. From Promotion to EVANGELISM

Advertising interrupts. Evangelism inspires.

The businesses thriving in 2025 embrace smart marketing, leverage technology, and remain resilient while keeping customer engagement at the center. Your goal isn’t to broadcast messages—it’s to ignite movements.

Action Step: Find the passion and emotion in your brand story. What change are you creating in the world? Why should your customers and employees care enough to become advocates? Transform your marketing from promotion to inspiration.

Here’s a link to an accompanying slide show by Ogilvy & Mather.

The Technology Edge for SMBs

AI-driven tools are helping small businesses streamline operations, automate marketing, and improve customer engagement—leveling the playing field with larger competitors. But remember: technology amplifies strategy, it doesn’t replace it.

Use AI to personalize experiences, not to automate authenticity. Use automation to scale relationships, not to eliminate human connection.

Here’s My Take

The 4Es aren’t just theory—they’re survival strategy for entrepreneurs who refuse to be commoditized.

AI plays a key role by mining and surfacing relevant insights, enhancing lead segmentation based on behavior and demographics. But the magic happens when you combine technological capability with human understanding.

Here’s your challenge: This week, audit your marketing through the 4Es lens:

• Experience: Are you creating memorable journeys or forgettable transactions?

• Everyplace: Are you present where your customers actually spend time and make decisions?

• Exchange: Are you delivering extraordinary value for every form of currency customers give you?

• Evangelism: Are you inspiring people to become advocates for your mission?

The entrepreneurs winning in 2025 aren’t just adapting to change—they’re orchestrating it. They understand that in a world of infinite choice, the only sustainable advantage is the one customers choose to defend for you.

So, it’s time for your marketing to evolve. Retool. Transform.

The 4Ps built businesses. The 4Es build legacies.