The Evolution of Marketing: Tapping the Power of People to Elevate Brands
By: Berta De Pablos
Tags: Marketing

The Marketing Mix, as many marketers learn in school, are the four elements that create a brand’s differentiators — what makes it stand out amongst its competitors. These ingredients have been studied, refined and shaped into what is called the “Four Ps of Marketing”: Product, Price, Promotion and Place.

But if one thing remains constant, it’s that you can always count on change, and industry guardrails like the Four Ps must evolve with changing times. While these Four Ps are still essential to distinguishing a product in the marketplace, they’re not enough when it comes to connecting with consumers. There’s one key component that’s missing. I call it the Fifth P — the Power of People.

The Power of People refers to the shift we’ve seen in the past few years that brings business decision-making processes to the consumer. This power brings increased communication with brands through digital channels, an increase in citizenship and a search for purpose.

During my career, I’ve seen consumers shift from purchasing products simply because they taste good, or are affordable and convenient, to now demanding connections to and from the brand. Today’s consumers are asking questions when making purchasing decisions, such as: Does the brand make an effort to connect with me? Can I relate to this brand? Does it treat me and others well?

By leveraging the Power of People brands can continue to grow, build purpose and connect with fans. So how can brands leverage this Fifth P? Here are three key strategies: people shaping brands, people shaping society and people looking for purpose.

Allow people to shape your brands. According to a recent report by the Pew Research Center, 69 percent of the public uses some sort of social media. That’s up from about 50 percent in 2011. This means that most people are now very familiar with having a voice that is heard and responded to. Thanks to social media, we’ve been able to use new channels to increase engagement and create opportunities for digital interaction, co-creation and influence from our consumers. One fun example of this is Bite-Size Beats. We invited our consumers to record their own songs using pre-mixed effects, melodies and voices from our M&M’S characters for a chance to be featured in a TV commercial. Not only was it a light-hearted way to connect with our consumers, but we were able to partner with our fans and empower them to share ideas with us digitally. This is just the beginning of consumer-character interaction as virtual reality and gamification continue to evolve. These tools will continue to amplify the emotional connection between brands and consumers in marketing. Create a workplace that values citizenship. Now more than ever, people are realizing they have the opportunity to shape and influence their surroundings. People are increasingly speaking up about issues that matter to them. Today’s citizens demand that the companies they work for, and the companies they buy from, represent them, their friends and their families. At Mars, we’re committed to being a great place to work for all and are honored to be named #50 on the Fortune 100 Best Companies to Work For list. Our people are at the heart of our business and we invite them to bring their unique experiences to work every day because we believe that passion has the power to build truly exceptional brands. We also ask our Associates to participate an annual engagement survey to gain continuous feedback about what they need from our company. In addition, we know that an inclusive workplace is the best environment for effective teamwork. By creating a diverse and inclusive workplace, we in turn can provide better experiences for our consumers. Authentically integrate company purpose with brands. I have a theory that as people are becoming more virtual, their interactions are feeling more superficial. This has lead people to search for deeper meaning in their typical everyday activities, and in some cases what used to be considered surface-level: their purchases. It’s no secret — 75 percent of millennials expect companies to give back to society. Today, the consumer wants every choice they make to have a positive impact, so they choose to support brands that help them give back with a strong sense of purpose and positive environmental impact.

Mars has a legacy of purpose in our brands. Whether it’s our partnership with CARE International pledging $1 million to empower female cocoa farmers in Cote d’Ivoire, our Associates and M&M’S brand donating money for Red Nose Day, or the 3 Musketeer’s #ThrowShine campaign, we want to help our consumers build purpose, giving back to communities in a way that seamlessly integrates into our business model and priorities. Specifically, the 3 Musketeer’s #ThrowShine campaign was developed as a response to cyberbullying. We saw so many people experiencing cyberbullying across social media platforms and chose to confront the issue head-on by becoming part of the solution. Through #ThrowShine, we’re shifting the dialogue to spread joy and foster a culture of support among teens through our 3 Musketeers packaging and videos.

At Mars, we believe in more than one way of treating — while you can enjoy a great treat for yourself with a Dove or Snickers bar, it’s important to us that our brands also treat others well. It’s a win-win.

When thinking about how to make the power of people work for your brand, the best place to start is often just listening to what your consumers have to say and what matters to them as citizens. Creating an open dialogue with your consumers about the issues that matter most to them, while keeping your brand’s history and context in mind, can spark some truly powerful ideas.

While the first Four Ps of marketing are still important, this Fifth P can be what really helps your brand stand out in the way that is most meaningful for your consumer, and most genuine to your brand.