The 7Ps of marketing expand on the traditional four Ps framework by adding people, process, and physical evidence, creating a more comprehensive approach that’s particularly relevant for service-based businesses. This extended model recognises that modern marketing agencies need to consider the human element and operational aspects that directly impact customer experience.
The original four Ps – product, price, place, and promotion – remain the foundation, but the additional three elements address gaps that became apparent as the economy shifted towards service industries. People refers to everyone involved in the customer experience, from your sales team to customer service representatives and even other customers who might influence the buying decision. From our perspective at Ronin, we’ve discovered that the human element often makes or breaks digital marketing campaigns, especially in the Australian market where personal relationships matter significantly.
Process covers the systems, procedures, and workflows that deliver your product or service to customers. This includes everything from how customers place orders to how complaints are handled, and increasingly, how your web design guides users through their journey. Studies indicate that streamlined processes directly correlate with customer satisfaction and repeat business.
Physical Evidence represents the tangible proof or environment that conveys quality and reliability to customers. For physical businesses, this might be your shopfront, uniforms, or packaging. For digital businesses, it’s your website design, content marketing materials, online reviews, and even your social media marketing presence.
The 7Ps framework is particularly valuable when developing comprehensive marketing strategies because it forces you to consider the complete customer experience, not just the promotional aspects that many businesses focus on exclusively.
