The Evolution of Marketing: 4 Ps Meet the 4 Ss of the Digital Age
Most of us know the classic 4 Ps of marketing - they’ve shaped strategy for decades. But at a recent event I attended, someone shared a concept that instantly clicked with me:
The 4 Ss of the Digital Age - Streaming, Scrolling, Searching, and Shopping.
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This modern framework captures how today’s consumers behave online, and how marketers need to adapt to remain relevant in 2025 and beyond.
The Classic 4 Ps: A Quick Recap
For decades, marketers have relied on the foundational 4 Ps to guide campaigns:
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Product - What you offer and how it meets your customer’s need.
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Price - How much it costs, and how it's positioned in the market.
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Place - Where and how the product is distributed.
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Promotion – How you reach people via advertising, PR, and other channels.
These pillars still matter. But in today’s hyper-digital world - where attention spans are short and expectations are high - we need more than just a good product at a good price.
We need speed, presence, and relevance in the exact spaces where our audiences are spending their time online.
And that’s where the 4 Ss come in:
The 4 Ss of Modern Marketing
1. 🎬 Streaming - Capturing Attention in Motion
In 2025, video content marketing isn’t optional - it’s the heartbeat of brand storytelling.
According to Wyzowl’s 2024 Video Marketing Report, 91% of businesses now use video as a marketing tool, and 89% of consumers say watching a video convinced them to make a purchase.
From product demos on YouTube to quick tips on TikTok or Instagram Lives - streaming content builds trust and showcases authenticity.
Why it matters: Streaming bridges the gap between brand and audience. It’s dynamic, personal, and powerful.
Tip: Create short, value-packed videos that educate, entertain, or evoke emotion - ideally under 60 seconds.
2. 📱 Scrolling - The Fight for a Split-Second
Let’s face it - scrolling is the default behavior of today’s online user. According to Statista, the average person spends 3+ hours a day on their smartphone, and most of it is just… scrolling.
In that infinite scroll, impressions are made (or lost) in milliseconds.
To win here, your content needs to stop the scroll - whether it’s with bold visuals, punchy headlines, or emotionally resonant copy.
Insight: The first 3 seconds of any content determine whether people engage - or keep scrolling.
3. 🔍 Searching - Be the Answer, Not Just a Result
Search intent is everything.
According to Think with Google, 63% of shopping journeys start online, and the majority of them begin with a search bar. Whether it's “best CRM for small business” or “how to start a podcast,” people want answers - fast.
To stay relevant, your brand needs to rank for the questions your audience is asking.
Pro Tip: Use tools like Google Trends, Ahrefs, Google Keyword Planner, or Semrush to uncover real search queries - and build your content around them.
4. 🛒 Shopping - Seamless, Everywhere, Anytime
In 2025, online shopping behavior is fluid. It happens while people watch videos, scroll social media, read blogs, or get email offers.
Thanks to platforms like Instagram Shop, Facebook Marketplace, and WhatsApp Business, shopping is embedded into nearly every digital touchpoint.
In fact, 76% of global consumers shopped via mobile in the last 30 days (Salesforce, 2024).
Key takeaway: Eliminate friction. Optimize product pages, streamline mobile checkout, and embrace social commerce.
Why This Shift Matters
The 4 Ps gave us structure. But in this digital-first world, the 4 Ss reflect the real journey of modern consumers online.
Today’s marketing isn’t just about what you sell - it’s about being present where people are streaming, scrolling, searching, and shopping.
Brands that show up consistently across those moments - offering value, authenticity, and ease - are the ones earning attention and loyalty.
💬 Let’s Keep the Conversation Going
Drop your thoughts in the comments or share how your brand is adapting to this new landscape. I’d love to hear your insights.
Until next time - keep learning, keep experimenting, and keep showing up where your audience already is.
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