51: Should the 4 I’s Replace the 4 P’s of Marketing? (John Gardner)

In this episode of Destination Discourse, Stuart and Adam sit down with marketing strategist John Gardner to unpack a bold new framework for modern marketers: The Four I’s of Marketing — Intelligence, Individualization, Integration, and Inspiration. As traditional approaches like the Four P’s (Product, Price, Place, Promotion) lose relevance, this conversation explores how DMOs can better serve visitors and stakeholders in an AI-powered, experience-driven world.

But first, in Stu’s News, Stuart shares a jaw-dropping story about AI outperforming humans in hurricane forecasting. As Myrtle Beach prepared for Hurricane Imelda, Google’s DeepMind model predicted the storm’s unusual turn days before traditional models caught up. It’s a clear sign of how AI is reshaping decision-making — and a hint at what’s coming for marketers, too.

Referenced in Stu’s News:
 • Michael Lowry’s Substack: New AI Model Shines During Hurricane
https://michaelrlowry.substack.com/p/new-ai-model-shines-during-hurricane
 • Tweet from @WeatherProf: “This is one of the most stunning hurricane model forecasts I’ve ever seen.”
https://x.com/WeatherProf/status/1972646601718935778

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What You’ll Learn:
 • Why the Four P’s may no longer cut it in today’s marketing landscape
 • How the Four I’s provide a framework for navigating disruption
 • The challenge (and opportunity) of individualization in the DMO world
 • What DMOs can learn from brands like Chick-fil-A and Dollywood
 • How to adapt your marketing team and strategy for an AI-driven future

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Key Takeaways:
 • AI is already outperforming humans in high-stakes areas — marketing is next.
 • DMOs must go deeper into product and experience, not just promotion.
 • Individualization is hard but essential — and the tech is catching up fast.
 • Marketing teams must become AI-enabled generalists, not siloed specialists.
 • You don’t need all the answers to get started — move forward now.

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Call to Action:

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