A Decision-Oriented 5C1S Digital Marketing Mix Strategy for the Real Estate Sector: A Fuzzy Set e-Delphi Approach
Keywords:
Decision Oriented Marketing Strategy, 5C1S Digital Marketing Mix Strategy, Customization, Service Innovation, Social Media, Real Estate, Digital MarketingAbstract
Effective marketing decision-making requires frameworks capable of delivering analytical precision while remaining adaptive to continuously changing patterns of consumer behaviour within digital environments. As strategic orientation increasingly influences organisational competitiveness and market sustainability, the alignment between marketing mix decisions and emerging customer expectations has become substantially more important. Under conditions of accelerated DT, conventional marketing mix models are no longer sufficient to address the sophisticated expectations of contemporary real estate consumers. The traditional 4Cs framework, comprising Customer Need, Cost, Convenience, and Communication, inadequately reflects the complex requirements of digitally empowered buyers, particularly within Thailand’s rapidly evolving real estate industry. To overcome this strategic limitation, the present study introduces a decision-oriented 5C1S Digital Marketing Mix Strategy that expands the traditional 4Cs structure through the integration of two additional dimensions: Customisation and Service Innovation. A Fuzzy Set e-Delphi methodology was employed, involving 21 field specialists, including university academics, digital marketing professionals, and real estate entrepreneurs, through systematically designed in-depth interviews to examine and refine the proposed framework. Subsequently, quantitative evidence was obtained from 766 real estate entrepreneurs to evaluate the practical applicability and strategic significance of the framework. The findings demonstrate that the 5C1S model, consisting of Customer Need, Cost, Convenience, Communication, Customisation, and Service Innovation, substantially improves customer satisfaction, reinforces competitive advantage, and facilitates more effective consumer purchasing decisions. The framework provides practical strategic direction for real estate entrepreneurs intending to redesign marketing planning approaches according to digital market requirements. Beyond industry-specific contributions, the 5C1S strategy also advances the wider sustainability discourse by offering enterprises a decision-oriented mechanism that supports the alignment of marketing investment with long-term customer value generation and organisational resilience.
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