From 4Ps to 4Es: The Marketing Shift You Can’t Ignore

Back in 2020, a staggering 98% of people turned to Google for their searches. Fast forward to 2024, and that number has dropped to 60%. Things are changing—fast.

As marketers, we have long been anchored to the classic 4Ps—Product, Price, Place, and Promotion. They were our guiding principles, the foundation of every strategy. But if you take a step back and observe today’s consumer landscape, you will notice a quiet transformation. The 4Ps are no longer the driving force. Instead, a new framework is emerging: the 4Es.

1. Experience Over Product

Consumers today aren’t just buying products; they are buying experiences.

For 22 years, I was loyal to one trouser brand. It was familiar, available across malls and online, and delivered solid quality. But recently, I stumbled upon The Pant Project. It wasn’t cheaper. It wasn’t significantly different in terms of materials. But the brand experience? That changed everything. The way they positioned themselves, the seamless fit customization, the effortless ordering process—it all felt refreshingly personal. Within a month, my entire trouser wardrobe shifted.

People don’t just buy things anymore; they buy into experiences.

2. Exchange Over Price

It’s not about what something costs. It’s about what it’s worth to the consumer.

When I choose Hush Puppies over a regular shoe brand, I am not just paying for a pair of shoes. I am paying for comfort, their Soft Bounce Sole technology, the longevity of a well-crafted shoe, and the assurance that I won’t need a replacement anytime soon. The transaction is no longer about cost—it’s about value.

The same applies to subscription models, premium memberships, and loyalty programmes. Consumers are willing to pay more if they feel the exchange is worth it.

3. Evangelism Over Promotion

Consumers trust people more than ads.

For years, I used a MNC skincare brand. But then, my social feed was flooded with friends raving about Aqualogica—real users, sharing real experiences. No flashy campaigns, no aggressive promotions—just organic word-of-mouth in the form of reels and stories. I finally gave in, tried it, and became a convert myself. Now, I recommend it too.

Today, the best marketing isn’t bought—it’s earned. Brands that invest in building a community of loyal customers who voluntarily advocate for them will always have an edge.

4. Everyplace Over Place

Omnichannel is no longer optional—it’s essential.

Consumers expect brands to meet them where they are—whether that’s online, offline, or somewhere in between. Lenskart has perfected this balance. They have physical stores for those who want to try on frames, a seamless online experience for those who prefer to shop from home, and even virtual try-on technology for those who want both.

The real estate industry is doing the same—integrating immersive virtual tours, offline interactions, and hybrid experiences that fit right into the palm of your hand. The brands that master omnichannel will thrive.

Are You Aligned with the 4Es?

Marketing is no longer just about selling—it’s about creating, exchanging, connecting, and being present wherever your consumers are.

So, the question is—are you still thinking in terms of 4Ps, or have you embraced the 4Es?

Would love to hear your thoughts. Have you noticed this shift in your own buying behaviour? Drop a comment below!