{"id":16493,"date":"2021-02-24T09:00:43","date_gmt":"2021-02-24T09:00:43","guid":{"rendered":"\/gb\/en\/blog\/?p=16493"},"modified":"2021-10-20T10:29:07","modified_gmt":"2021-10-20T09:29:07","slug":"the-marketing-mix-and-the-4-ps-of-marketing-the-definitive-guide","status":"publish","type":"post","link":"\/gb\/en\/blog\/the-marketing-mix-and-the-4-ps-of-marketing-the-definitive-guide\/","title":{"rendered":"The Marketing Mix and the 4 Ps of Marketing: The Definitive Guide"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Whether you\u2019re starting in business for the first time, or you\u2019re already running a successful company, the importance of an effective marketing strategy must not be overlooked.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It could mean the difference between your business surviving or sinking \u2013 so this article will give you the tools you need to develop and implement a successful marketing plan.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Read on to find out:<\/span><\/p>\n<ul>\n<li style=\"text-align: left;\"><a href=\"#What_is_Marketing_Mix\" data-dtm-element=\"link\" data-dtm-context=\"sticky\" data-dtm-name=\"What is Marketing Mix?\">What is Marketing Mix?<\/a><\/li>\n<li style=\"text-align: left;\"><a href=\"#An_introduction_to_the_4_Ps\" data-dtm-element=\"link\" data-dtm-context=\"sticky\" data-dtm-name=\"An introduction to the 4 Ps\">An introduction to the 4 Ps<\/a><\/li>\n<li style=\"text-align: left;\"><a href=\"#What_are_the_7_Ps\" data-dtm-element=\"link\" data-dtm-context=\"sticky\" data-dtm-name=\"What are the 7 Ps?\">What are the 7 Ps?<\/a><\/li>\n<li style=\"text-align: left;\"><a href=\"#An_Eighth_P\" data-dtm-element=\"link\" data-dtm-context=\"sticky\" data-dtm-name=\"An Eighth P?\">An Eighth P?<\/a><\/li>\n<li style=\"text-align: left;\"><a href=\"#Drawbacks_of_the_Marketing_Mix\" data-dtm-element=\"link\" data-dtm-context=\"sticky\" data-dtm-name=\"Drawbacks of the Marketing Mix\">Drawbacks of the Marketing Mix<\/a><\/li>\n<li style=\"text-align: left;\"><a href=\"#What_are_the_4_Cs\" data-dtm-element=\"link\" data-dtm-context=\"sticky\" data-dtm-name=\"What are the 4 Cs?\">What are the 4 Cs?<\/a><\/li>\n<li style=\"text-align: left;\"><a href=\"#How_to_use_the_model\" data-dtm-element=\"link\" data-dtm-context=\"sticky\" data-dtm-name=\"How to use the model\">How to use the model<\/a><\/li>\n<li style=\"text-align: left;\"><a href=\"#What_makes_a_successful_Marketing_Mix\" data-dtm-element=\"link\" data-dtm-context=\"sticky\" data-dtm-name=\"What makes a successful Marketing Mix?\">What makes a successful Marketing Mix?<\/a><\/li>\n<\/ul>\n<h2 id=\"What_is_Marketing_Mix\"><strong>What is Marketing Mix?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">In its simplest terms, the marketing mix means putting the right product in the right place, at the right time, and the right price.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It encompasses all the things a company can do to create demand for its products or services, by using a set of tools to plan and execute marketing activities aimed specifically at a target audience.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-16499\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image10.jpg\" alt=\"The Marketing Mix and the 4 Ps of Marketing: The Definitive Guide-224\" width=\"1999\" height=\"1328\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image10.jpg 1999w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image10-300x199.jpg 300w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image10-640x425.jpg 640w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image10-768x510.jpg 768w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image10-1536x1020.jpg 1536w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image10-743x493.jpg 743w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image10-1000x664.jpg 1000w\" sizes=\"(max-width: 1999px) 100vw, 1999px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The marketing mix is usually made up of four variables referred to as the four Ps of marketing (more on them shortly). It is designed to meet the company\u2019s marketing objectives by providing customers with<\/span><strong><a href=\"https:\/\/www.ringcentral.com\/gb\/en\/blog\/interview-colin-shaw\/\"> value<\/a><\/strong><span style=\"font-weight: 400;\"> at all stages.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cMarketing mix\u201d was originally coined by academic Neil H. Borden in the late 1940s, when a more managerial approach was replacing the \u201cfunctional\u201d marketing school of thought.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Because it\u2019s so well-known, there can be a tendency for companies to disregard it as too basic, but it\u2019s still one of the most popular marketing strategies for businesses of all sizes.<\/span><\/p>\n<h2 id=\"An_introduction_to_the_4_Ps\"><strong>An introduction to the 4 Ps<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">So, what exactly are the four Ps that make up the marketing mix definition?<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Product<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Price<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Place<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Promotion<\/span>\n<p><figure id=\"attachment_16511\" aria-describedby=\"caption-attachment-16511\" style=\"width: 598px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-16511 size-full\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image11-1.png\" alt=\"introduction-to-marketing-4ps\" width=\"598\" height=\"210\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image11-1.png 598w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image11-1-300x105.png 300w\" sizes=\"(max-width: 598px) 100vw, 598px\" \/><figcaption id=\"caption-attachment-16511\" class=\"wp-caption-text\"><a href=\"https:\/\/blog.hurree.co\/blog\/marketing-mix-7ps\">Image source<\/a><\/figcaption><\/figure><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Marketing expert E. Jerome McCarthy created the concept in his 1960 book <\/span><i><span style=\"font-weight: 400;\">Basic Marketing: A Managerial Approach<\/span><\/i><span style=\"font-weight: 400;\">, building on Borden\u2019s marketing mix idea. The four Ps are all aspects of marketing which the seller can control.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They remain the core elements of the marketing mix, although they\u2019ve been tweaked and added to over the years to accommodate new developments such as digital marketing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whether or not you choose to complement them with other elements, the four Ps are key aspects of any business. They should be reviewed regularly to check how well they\u2019re working and how they might be improved.<\/span><\/p>\n<h3><strong>Product<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">The \u201cproduct\u201d means any goods and\/or services offered by a company to its customers. To be successful, it should represent something the customer wants and needs, and it should be designed to fulfil those requirements.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Important aspects in this category include the product\u2019s design and features, its overall quality, the variety of products offered, and the packaging it comes in. In-depth market research is required to make sure the right products are being offered to your customers.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-16512\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image9-1.jpg\" alt=\"The Marketing Mix and the 4 Ps of Marketing: The Definitive Guide-407\" width=\"1504\" height=\"913\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image9-1.jpg 1504w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image9-1-300x182.jpg 300w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image9-1-640x389.jpg 640w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image9-1-768x466.jpg 768w\" sizes=\"(max-width: 1504px) 100vw, 1504px\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/saylordotorg.github.io\/text_small-business-management-in-the-21st-century\/s11-05-marketing-strategy-and-product.html\"><span style=\"font-weight: 400;\">Image Source<\/span><\/a><\/p>\n<h3><strong>Price<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">This refers to the amount of money paid by customers to purchase a particular product or service. Related elements include special offers and discounts, the payment period, and your credit terms.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cPrice\u201d is a crucially important component of a marketing strategy for two reasons. Firstly, the prices you charge must be weighed against your outgoings to ensure your business makes enough profit to survive.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Secondly, pricing strategies will shape the buyer\u2019s perception of your product. While customers are always seeking value for money, a shallow price point could make the product seem cheap <\/span><span style=\"font-weight: 400;\">\u2014<\/span><span style=\"font-weight: 400;\">while a very high price would be off-putting unless you\u2019re in the luxury goods market.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-16506\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image2.gif\" alt=\"The Marketing Mix and the 4 Ps of Marketing: The Definitive Guide-314\" width=\"500\" height=\"315\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.tutor2u.net\/business\/reference\/marketing-mix-introduction\"><span style=\"font-weight: 400;\">Image Source<\/span><\/a><\/p>\n<h3><strong>Place<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Literally, the \u201cplace\u201d where customers can view and buy your products. This may be a physical store or another distribution channel such as<\/span><strong><a href=\"https:\/\/www.ringcentral.com\/gb\/en\/blog\/customer-satisfaction-ecommerce-business\/\"> eCommerce<\/a><\/strong><span style=\"font-weight: 400;\"> or mail-order catalogues. This category also covers inventory, transportation, and <a href=\"\/gb\/en\/blog\/definitions\/logistics\/\">logistics<\/a>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Making the products accessible to potential customers sounds obvious, but again it\u2019s a case of knowing your target audience and placing your product in the places they like to shop. The distribution channel can also be dictated by product type and budget.<\/span><\/p>\n<h3><strong>Promotion<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">This one\u2019s self-explanatory \u2013 it covers all the activities that help you promote the product and persuade customers that they want to buy it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Advertising, sales promotion, personal selling, and public relations can all be used to communicate with the target market, while social media has become an increasingly important promotion method.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Access to digital analytics has made direct marketing even easier, as promotions can be tailored to the customers most likely to want a certain product.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-16502\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image13.png\" alt=\"The Marketing Mix and the 4 Ps of Marketing: The Definitive Guide-462\" width=\"1200\" height=\"1200\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image13.png 1200w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image13-300x300.png 300w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image13-640x640.png 640w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image13-150x150.png 150w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image13-768x768.png 768w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image13-100x100.png 100w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image13-250x250.png 250w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image13-40x40.png 40w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image13-24x24.png 24w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image13-48x48.png 48w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image13-96x96.png 96w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.professionalacademy.com\/blogs-and-advice\/marketing-theories---the-communications-mix\"><span style=\"font-weight: 400;\">Image Source<\/span><\/a><\/p>\n<h2 id=\"What_are_the_7_Ps\"><strong>What are the 7 Ps?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">While the four Ps are still a useful marketing tool, it\u2019s important to remember that they were designed a long time ago, in an era when the emphasis on product sales far outweighed the role of customer service.\u00a0\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s where the concept of the seven Ps comes into play. Also known as the Extended Marketing Mix, it was created in 1981 to reflect the changing reality of marketing theory and practice.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Academics Bernard H. Booms and Mary Jo Bitner updated the marketing mix to include services rather than just physical products, adding three new elements to the four Ps: People (originally called Participants), Processes, and Physical Evidence.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The seven Ps model is based on the understanding that services are different from products, and require different marketing tools and strategies.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The first four Ps are the same as McCarthy\u2019s model, with a couple of tweaks.<\/span> <span style=\"font-weight: 400;\">For example,<\/span> <span style=\"font-weight: 400;\">Booms and Bitner suggested that \u201cPlace\u201d should include the accessibility of the product or service, and that \u201cPromotion\u201d should include the input of service personnel.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-16503\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image14.png\" alt=\"The Marketing Mix and the 4 Ps of Marketing: The Definitive Guide-371\" width=\"1084\" height=\"1099\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image14.png 1084w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image14-296x300.png 296w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image14-640x649.png 640w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image14-768x779.png 768w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image14-100x100.png 100w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image14-40x40.png 40w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image14-24x24.png 24w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image14-48x48.png 48w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image14-96x96.png 96w\" sizes=\"(max-width: 1084px) 100vw, 1084px\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.brandwellgr.com\/blog\/marketing\/2017\/12\/24\/what-is-marketing-mix-the-4ps-7ps-and-4cs-of-marketing\/\"><span style=\"font-weight: 400;\">Image Source<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">The additional three Ps are as follows:<\/span><\/p>\n<h3><strong>People<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">People are the human factors who participate at any stage of the service delivery.<\/span> <span style=\"font-weight: 400;\">They are the face of the organisation, representing the company\u2019s values to the customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This P is all about the interactions between employees and customers, as an employee&#8217;s behaviour can affect the customer\u2019s perception of the company. It encompasses recruitment and<\/span><a href=\"https:\/\/www.ringcentral.com\/gb\/en\/blog\/ringcentral-video-virtual-training\/\"> <span style=\"font-weight: 400;\">training<\/span><\/a><span style=\"font-weight: 400;\">, staff uniforms, management of queuing systems, and handling complaints.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Having the right people working for you is essential. All personnel need a detailed understanding of the product, the branding and the company\u2019s values, and empathy for the customer.<\/span><\/p>\n<h3><strong>Processes<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">These are the non-human elements of the service encounter or the procedures and mechanisms by which the service or product is delivered.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cProcesses\u201d includes the design of the process, the anticipation of potential fail-points, and the monitoring and tracking of service performance with key performance indicators (KPIs).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The delivery is an important aspect as it represents part of what the customer is paying for. Payment systems and distribution are part of the process, and there should be robust plans in place so that you can act quickly if something goes wrong.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-16504\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image15.jpg\" alt=\"The Marketing Mix and the 4 Ps of Marketing: The Definitive Guide-32\" width=\"1999\" height=\"1281\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image15.jpg 1999w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image15-300x192.jpg 300w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image15-640x410.jpg 640w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image15-768x492.jpg 768w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image15-1536x984.jpg 1536w\" sizes=\"(max-width: 1999px) 100vw, 1999px\" \/><\/p>\n<h3><strong>Physical Evidence<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">This means something that proves the interaction took place, and the product or service was delivered to the customer. \u201cEvidence\u201d might be delivering a physical product or paperwork such as tracking information or invoices to confirm receipt of an intangible service.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s also confirmation of your brand&#8217;s existence and serves as a visual metaphor of what the company represents. Your brand&#8217;s quantifiable features include anything the customer sees before, during or after an interaction \u2013 such as your website, logo, business cards, and physical signage.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The perception of your company depends on what the customer sees and feels. Hence, it\u2019s vital to offer a well-designed website and even think about your premises&#8217; layout, furnishings, and ambient environment.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Written recommendations from happy customers are also physical evidence that your business exists and successfully delivers products or services.<\/span><\/p>\n<h2 id=\"An_Eighth_P\"><strong>An Eighth P?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Some marketers like to add an eighth P to the list. The most common is \u201cProductivity &amp; Quality\u201d, which looks at how you offer value for money. It means improving your company\u2019s<\/span><strong><a href=\"https:\/\/www.ringcentral.com\/gb\/en\/blog\/benefits-omni-digital-agent-productivity-customer-satisfaction\/\"> productivity<\/a><\/strong><span style=\"font-weight: 400;\"> to pass the savings on to the customer, rather than doing it purely to make more money.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another candidate for the eighth P is \u201cPartners\u201d, which has gained traction in the digital era. This refers to any third parties involved in marketing a product or service, such as referral partners in digital marketing. It can be suitable if your marketing campaign relies heavily on referrals.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whether or not you choose to add one of these to the list, the seven Ps are a useful framework for building a marketing strategy \u2013 and can also help you evaluate why unsuccessful projects didn\u2019t work out.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-16496\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image7.jpg\" alt=\"The Marketing Mix and the 4 Ps of Marketing: The Definitive Guide-422\" width=\"1024\" height=\"631\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image7.jpg 1024w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image7-300x185.jpg 300w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image7-640x394.jpg 640w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image7-768x473.jpg 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.thoughtfulminds.org\/content-writing-services-only-resort-to-revive-dying-online-businesses\/\"><span style=\"font-weight: 400;\">Image Source<\/span><\/a><\/p>\n<h2 id=\"Drawbacks_of_the_Marketing_Mix\"><strong>Drawbacks of the Marketing Mix<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">As we mentioned earlier, the traditional marketing mix and the four Ps were invented in a different time, long before the advent of digital marketing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A major drawback of this model is that it focuses almost entirely on the seller\u2019s view of the market, and relies upon \u201ctop-down\u201d insights instead of considering <a href=\"\/gb\/en\/blog\/definitions\/relationship-marketing\/\">customer behaviour and relationships<\/a>. The seven Ps go some way towards addressing this, but the 1980s were still a long time ago!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Today, marketing managers have come to understand that the buyer\u2019s view should be taken into account \u2013 in fact, it should be the most important concern. To attract and keep your customers, it pays to consider your offering from their point of view, ensure their journey is smooth, and <a href=\"https:\/\/usersnap.com\/blog\/customer-feedback\/\">listen to their feedback<\/a>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another issue with the <a href=\"\/gb\/en\/blog\/what-is-product-marketing-how-to-implement-it-the-definitive-guide\/\">product marketing<\/a> mix is that it is based on long-term data gathering to influence marketing communication. However, digital marketing means you don\u2019t have months to judge whether a TV or magazine ad is effective \u2013 you need to adapt quickly to customer behaviour changes.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-16507\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image3.jpg\" alt=\"The Marketing Mix and the 4 Ps of Marketing: The Definitive Guide-341\" width=\"705\" height=\"494\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image3.jpg 705w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image3-300x210.jpg 300w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image3-640x448.jpg 640w\" sizes=\"(max-width: 705px) 100vw, 705px\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/expertmarketingmedia.com\/hello-world\/\"><span style=\"font-weight: 400;\">Image Source<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">The world of eCommerce and social media happens fast. For example, a customer might see an ad on Facebook, click through to the website, and immediately buy the product. With fast shipping now the norm thanks to the Amazon effect, they could receive the product the next day<\/span><span style=\"font-weight: 400;\">\u2014<\/span><span style=\"font-weight: 400;\">and turn to social media to post a review.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">All the insights and data from this encounter should be tracked and<\/span><a href=\"https:\/\/www.ringcentral.com\/gb\/en\/blog\/what-can-analytics-do-for-your-business\/\"> <span style=\"font-weight: 400;\">analysed<\/span><\/a><span style=\"font-weight: 400;\"> so that you can see which promotions are the most effective, which products are top-sellers, and how your customers rate your performance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"\/gb\/en\/blog\/definitions\/omnichannel\/\">Omnichannel<\/a> marketing makes this an even bigger task, as you\u2019ll need consistent and accurate insights into campaign performance across all marketing channels.\u00a0\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-16513\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image8_4p.png\" alt=\"The Marketing Mix and the 4 Ps of Marketing: The Definitive Guide-383\" width=\"1320\" height=\"783\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image8_4p.png 1320w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image8_4p-300x178.png 300w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image8_4p-640x380.png 640w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image8_4p-768x456.png 768w\" sizes=\"(max-width: 1320px) 100vw, 1320px\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.ventureharbour.com\/20-insightful-lead-nurturing-statistics-charts\/\"><span style=\"font-weight: 400;\">Image Source<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">But the traditional marketing mix isn\u2019t yet consigned to the dustbin of history. Its principles can still be adapted and used as guidance, forming a starting point for overall marketing planning.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Below, we\u2019ll take a look at another model, which reinterprets the four Ps by adding customer care at every stage.<\/span><\/p>\n<h2 id=\"What_are_the_4_Cs\"><strong>What are the 4 Cs?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">The four Cs marketing model was developed by Robert F. Lauterborn in 1990, creating a more customer-centric alternative to the original four Ps.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Although it still pre-dates the eCommerce era, it does reflect the movement from mass marketing to niche marketing. Most importantly, it puts the customer\u2019s interests (the buyer) ahead of the marketer\u2019s interests (the seller).<\/span><\/p>\n<h3><strong>Customer solutions (replaces Product)<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">This model is based on the notion that customers want to buy \u201cvalue\u201d or solve a specific problem. We already know that a company should only sell a product that addresses consumer demand \u2013 so marketers need to research their target market to assess the customers\u2019 wants and needs and attract them with something they want to purchase.<\/span><\/p>\n<h3><strong>Customer cost (replaces Price)<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Lauterborn stated that customers want to know the total cost involved in the transaction \u2013 not just the price of the product itself, but the cost of acquiring it, using it and eventually disposing of or upgrading it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Other factors include the \u201ccost of time\u201d in obtaining the product or service, and the \u201ccost of conscience\u201d by consuming it. Customers may also consider the \u201ccost\u201d of choosing your company over a competitor<\/span><span style=\"font-weight: 400;\">\u2014<\/span><span style=\"font-weight: 400;\">so they need to feel they\u2019re getting value for money at all stages.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-16510\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image5-2.png\" alt=\"The Marketing Mix and the 4 Ps of Marketing: The Definitive Guide-461\" width=\"700\" height=\"501\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image5-2.png 700w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image5-2-300x215.png 300w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image5-2-640x458.png 640w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/medium.com\/@mkaptur\/customer-development-what-to-do-with-marketing-mix-4ps-5d9cd0de2493\"><span style=\"font-weight: 400;\">Image Source<\/span><\/a><\/p>\n<h3><strong>Convenience (replaces Place)<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">This C is essential nowadays, as customers want products and services convenient to purchase as possible. With so many retailers to choose from, especially online, businesses need to ensure they stand out.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketers should<\/span><a href=\"https:\/\/www.ringcentral.com\/gb\/en\/blog\/how-to-make-data-minded-decisions-for-your-business-using-location-intelligence\/\"> <span style=\"font-weight: 400;\">find out<\/span><\/a><span style=\"font-weight: 400;\"> how and where their target audience prefers to shop and make sure the products are readily available and visible at those distribution points.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Convenience also considers the ease of searching for and finding the product, the availability of detailed information about the product, and the payment and delivery processes.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<h3><strong>Communication (replaces Promotion)<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Where \u201cpromotion\u201d might be seen by customers as manipulative, \u201ccommunication\u201d is a two-way process in which marketers create an open dialogue with potential customers based on their needs and wants.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Omnichannel marketing means there are far more ways to communicate, with social media becoming ever more important. Personalisation and direct messaging target customers with products and services tailored to their preferences, instead of relying on generic promotions.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-16495\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image6.png\" alt=\"The Marketing Mix and the 4 Ps of Marketing: The Definitive Guide-55\" width=\"1024\" height=\"512\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image6.png 1024w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image6-300x150.png 300w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image6-640x320.png 640w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image6-768x384.png 768w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image6-876x438.png 876w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.shopify.com\/enterprise\/multi-channel-marketing\"><span style=\"font-weight: 400;\">Image Source<\/span><\/a><\/p>\n<h2 id=\"How_to_use_the_model\"><strong>How to use the model<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">You can still use the traditional model to form your basic marketing strategy \u2013 you need to build on it to make sure it\u2019s relevant for today\u2019s challenges.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The key is to develop a deep understanding of your target market to identify the most efficient positioning and distribution channels to sell your product or service.<\/span><\/p>\n<h3><strong>Product<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Whether you\u2019re developing new products, reinventing existing ones, or diversifying your product line for the digital era, you must carry out extensive research. Ask what your target market really wants and needs \u2013 and think about how you can fulfil those requirements better than your competitors can.<\/span><\/p>\n<h3><strong>Price<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Deciding on a suitable price point is important, but so is the perceived value. Here you can combine \u201cPrice\u201d from the four Ps with \u201cCustomer cost\u201d from the four Cs, and ensure that customers are aware of how your product or service represents true value for money.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Setting up an eCommerce business means you won\u2019t have the overheads of a physical store. However, you\u2019ll still have to consider the costs of fulfilment (warehousing, distribution, shipping) and how those costs are factored into the goods&#8217; price.<\/span><\/p>\n<h3><strong>Place<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Convenience is one of the most important factors for busy customers, and digital marketing gives you plenty of places to sell and promote your product or service.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Identifying the best Product, Price and Place all require in-depth research. You can take advantage of digital analytics and SEO (search engine optimisation) to gain insights into your target audience&#8217;s behaviour.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-16501 size-full\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image12.png\" alt=\"digital-marketing-strategies\" width=\"768\" height=\"627\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image12.png 768w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image12-300x245.png 300w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image12-640x523.png 640w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.stellarsearch.co.uk\/digital-strategy\/\"><span style=\"font-weight: 400;\">Image Source<\/span><\/a><\/p>\n<h3><strong>Promotion<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">This will also help with Promotion or Communication since you can promote your business and communicate with customers across many channels. The good news for smaller businesses is that you can get a lot of exposure to social media free of charge, and there are also free business apps to help you.<\/span><\/p>\n<h3><strong>Tips to remember<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Remember that if you\u2019re using social media, you\u2019ll need to ensure your response times are up to scratch \u2013 <\/span><a href=\"https:\/\/www.smartinsights.com\/customer-relationship-management\/customer-service-and-support\/customers-expect-brand-responses-social-within-30-minutes\/\"><span style=\"font-weight: 400;\">37%<\/span><\/a><span style=\"font-weight: 400;\"> of online customers expect a response in the first five minutes of asking a query. And word of mouth is key here, as a negative review can have disastrous consequences for your company.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Personalisation is hugely important, whether it\u2019s customising the products themselves or just lending a personal touch to the way your team interacts with customers. Tailored promotions and special offers will help the customer feel known and understood by your company.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you don\u2019t have physical premises, you will need an attractive and easy-to-use<\/span><a href=\"https:\/\/www.ringcentral.com\/gb\/en\/blog\/winning-stores-digital-world\/\"> <span style=\"font-weight: 400;\">online store<\/span><\/a><span style=\"font-weight: 400;\">, social media presence, and consistent branding to help present your customers with \u201cphysical evidence\u201d of what you offer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consider all the possible distribution channels and fulfilment services, but remember that the more you use, the more data you\u2019ll need to keep track of.<\/span><\/p>\n<h2 id=\"What_makes_a_successful_Marketing_Mix\"><strong>What makes a successful Marketing Mix?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">We\u2019ve shown that an effective marketing strategy should involve much more than the basic marketing mix \u2013 but the four Ps, the four Cs and the seven Ps can provide a good framework and help you focus on the key points.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Each business is different, but a successful marketing strategy should make the most of your strengths and match them to your customers&#8217; needs. To do that, you can incorporate learnings from all the models we\u2019ve looked at \u2013 and don\u2019t be afraid to add some ideas of your own!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Making a list of the basic points in the marketing mix can help you keep your eyes on the prize and streamlining your marketing initiatives for more process-driven campaigns. Key factors to consider are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Market research<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Product development<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Pricing model<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Distribution channels<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Promotion tactics<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-16508\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image4-1.png\" alt=\"The Marketing Mix and the 4 Ps of Marketing: The Definitive Guide-22\" width=\"644\" height=\"400\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image4-1.png 644w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image4-1-300x186.png 300w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image4-1-640x398.png 640w\" sizes=\"(max-width: 644px) 100vw, 644px\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.digitalmarketingcommunity.com\/indicators\/effective-tactics-used-in-marketing-strategies-2019\/\"><span style=\"font-weight: 400;\">Image Source<\/span><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">An effective strategy will help your customers understand why your product or service is better than those of your competitors, enabling your business to gain an advantage and a larger market share.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your company needs to adapt to developments such as changes in the market, customer behaviour, and emerging technology. Consistent branding across channels and communications is crucial in creating brand recognition.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Digital marketing offers a range of ways to make your communication more effective, especially in \u201cinbound marketing\u201d. This encompasses all your company is visible to potential customers, including your website, email marketing, social media, blogging, and<\/span><a href=\"https:\/\/www.ringcentral.com\/gb\/en\/blog\/how-businesses-can-benefit-from-live-streaming\/\"> <span style=\"font-weight: 400;\">live streaming<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-16505 size-full\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/image1.gif\" alt=\"inbound-marketing\" width=\"586\" height=\"331\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/wearegrow.com\/10-steps-to-building-the-perfect-marketing-mix-for-your-business\/\"><span style=\"font-weight: 400;\">Image Source<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Alongside social media advertising, pay-per-click (PPC) is a form of online marketing where advertisers pay a fee each time one of their ads is clicked. Search engine advertising is one of the most popular forms of PPC.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Other aspects to consider are an investment in online services and partnerships with major media companies and local partners.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Perhaps the most important part of your marketing strategy is communication. Ask your potential customers what they want and make sure you can deliver it, encourage feedback (good and bad!) and act upon it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you keep in touch with your customer base via direct communication and data-gathering, you\u2019ll soon discover what you\u2019re doing right and what could be improved. Keeping the customer at the heart of what you do is the key to a successful marketing mix for the contemporary age.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Whether you\u2019re starting in business for the first time, or you\u2019re already running a successful company, the importance of an effective marketing strategy must not be overlooked. It could mean &hellip; <a href=\"\/gb\/en\/blog\/the-marketing-mix-and-the-4-ps-of-marketing-the-definitive-guide\/\" class=\"more-link\">Read more<span class=\"screen-reader-text\"> &#8220;The Marketing Mix and the 4 Ps of Marketing: The Definitive Guide&#8221;<\/span><\/a><\/p>\n","protected":false},"author":142,"featured_media":16517,"comment_status":"open","ping_status":"closed","sticky":false,"template":"single-content-hub.php","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Marketing Mix and the 4 Ps of Marketing: The Definitive Guide | RingCentral UK Blog<\/title>\n<meta name=\"description\" content=\"Marketing mix means putting the right product in the right place, at the right time, and the right price. It is usually made up of four variables referred to as the four Ps of marketing. What exactly are the four Ps? Click here to learn more!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ringcentral.com\/gb\/en\/blog\/the-marketing-mix-and-the-4-ps-of-marketing-the-definitive-guide\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jatinder Dub\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"16 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The Marketing Mix and the 4 Ps of Marketing: The Definitive Guide | RingCentral UK Blog","description":"Marketing mix means putting the right product in the right place, at the right time, and the right price. It is usually made up of four variables referred to as the four Ps of marketing. What exactly are the four Ps? Click here to learn more!","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.ringcentral.com\/gb\/en\/blog\/the-marketing-mix-and-the-4-ps-of-marketing-the-definitive-guide\/","twitter_misc":{"Written by":"Jatinder Dub","Est. reading time":"16 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":":\/gb\/en\/blog\/the-marketing-mix-and-the-4-ps-of-marketing-the-definitive-guide\/#article","isPartOf":{"@id":"\/gb\/en\/blog\/the-marketing-mix-and-the-4-ps-of-marketing-the-definitive-guide\/"},"author":{"name":"Jatinder Dub","@id":"\/gb\/en\/blog\/#\/schema\/person\/b59bfd6e6380fef4ae354e04eb021c37"},"headline":"The Marketing Mix and the 4 Ps of Marketing: The Definitive Guide","datePublished":"2021-02-24T09:00:43+00:00","dateModified":"2021-10-20T09:29:07+00:00","mainEntityOfPage":{"@id":"\/gb\/en\/blog\/the-marketing-mix-and-the-4-ps-of-marketing-the-definitive-guide\/"},"wordCount":3004,"commentCount":0,"publisher":{"@id":"\/gb\/en\/blog\/#organization"},"articleSection":["UC - Collaboration"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":[":\/gb\/en\/blog\/the-marketing-mix-and-the-4-ps-of-marketing-the-definitive-guide\/#respond"]}]},{"@type":"WebPage","@id":"\/gb\/en\/blog\/the-marketing-mix-and-the-4-ps-of-marketing-the-definitive-guide\/","url":":\/gb\/en\/blog\/the-marketing-mix-and-the-4-ps-of-marketing-the-definitive-guide\/","name":"The Marketing Mix and the 4 Ps of Marketing: The Definitive Guide | RingCentral UK Blog","isPartOf":{"@id":"\/gb\/en\/blog\/#website"},"datePublished":"2021-02-24T09:00:43+00:00","dateModified":"2021-10-20T09:29:07+00:00","description":"Marketing mix means putting the right product in the right place, at the right time, and the right price. It is usually made up of four variables referred to as the four Ps of marketing. What exactly are the four Ps? 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He is the man who bridges the gap between marketing and sales, opening conversational doors for key prospects. Favourite quote: \"Spend eighty percent of your time focusing on the opportunities of tomorrow rather than the problems of yesterday.\"","sameAs":["https:\/\/www.linkedin.com\/in\/jatinder-dub-120728115\/"],"url":"\/gb\/en\/blog\/author\/jatinder-dub\/"}]}},"_links":{"self":[{"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/posts\/16493"}],"collection":[{"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/users\/142"}],"replies":[{"embeddable":true,"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/comments?post=16493"}],"version-history":[{"count":0,"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/posts\/16493\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/media\/16517"}],"wp:attachment":[{"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/media?parent=16493"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/categories?post=16493"},{"taxonomy":"post_tag","embeddable":true,"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/tags?post=16493"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}