Rachel Pasqua, head of mobility at
MEC North America, has given the Mobile Insider Summit crowd a new set of marketing "4 Ps."
The old 4 Ps of product, price, placement and promotion are giving way to the new,
mobile-driven, 4 Ps: portability, personalization, proximity and presence.
She said that portability is not just about the content but about the customer experience as a whole, which spans
across multiple interfaces and touchpoints.
Personalization factors in “implied or volunteered data,” pointing out that people are now “more cognizant of the fact we produce
data and that the data has value.” The exchange of data for something of value is not just common, Pasqua argues, but expected.
Proximity relates to activating a consumer
experience based on their proximity to “places and things,” and Pasqua believes “people” could soon be included in that list.
She called presence the
“trickiest” new P of them all, as it relates to integrating digital elements into the physical world.