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WHY MARKETING?
The heart of your business success lies in its
marketing. Most aspects of your business
depend on successful marketing. The
overall marketing umbrella covers
advertising, public relations, promotions
and sales. Marketing is a process by which a
product or service is introduced and
promoted to potential customers. Without
marketing, your business may offer the best
products or services in your industry, but
none of your potential customers would
know about it. Without marketing, sales
may crash and companies may have to
close.
CHANGES IN MARKETING TRENDS
Marketing is always in evolution. It has to adapt to the sub-conscience of
the generations in order to stay present and reach its targets.
1) Population has grown: the simple fact that you have more populations
means that you have more needs and haves, this is the marketing bread
and butter.
2) Media expansion: in 1980 you had 4 major channels of distribution,
radio, TV, newspapers and flyers and today we have internet and mobile.
3) Competition forces cross border markets, as competition grows many
brands trend to cross the political and language borders.
4Ps ARE REPLACED BY 4Es
Product ->Experience – In today’s market where number of products are available offering
tough competition, marketers need to understand that it is not only about the product
qualities but it is about the overall experience of the customer, right from purchasing the
product to disposing off the product.
Place ->Everyplace – The marketers are required to understand that now the customers
must not come to them rather they should go to the customers in every possible manner.
The concept of intercept marketing seems to be a perfect strategy in such cases. The
marketer must tap each and every available channel.
Price ->Exchange – The marketers must also realize that it is not only about the price of the
product that the customer buys but also about the value of the customer. The marketers
must realize that it is not only about one time receipt of the payment but retaining the
customers for repeated sales.
Promotion ->Evangelism – The traditional strategy of promotion of the product through
advertisements, discounts etc. is now accompanied by the ground level promotions which
include word of mouth promotion where the company involves the customer experience.
Dove has been able to successfully do this over the years.
FUTURE TRENDS IN MARKETING
•Transparency Marketing
•B2B Marketing
•Digital Marketing
•Customized Marketing
CONSUMERS’ DEMAND
According to the 2016 food revolution study, 94 percent of consumers say
transparency is important to their purchase decisions. Empowered by choice
and information, customers have a greater expectation—and demand—for
transparency from brands.
Transparency is critically important to
businesses today, not just in terms of
information, but in all it implies –open,
clear, precise, simple, accountable and
collaborative. Transparency is the
foundation of our approach to
developing insights at Media Storm.
•Customers will demand more transparency in
exchange for their data and feedback.
•Governments will place more legislation.
•Brands will want more information.
•Marketing and research professionals will demand
more transparency.
UPCOMING CHANGES
McDonald’s: Addressing rumors by sharing facts
McDonald’s Canada’s “Our food. Your questions.” campaign is one of the most talked about
transparency marketing campaigns. The company has long struggled with misinformation
and unflattering urban myths about its food and ingredients. The campaign offered
customers a chance to publicly ask anything and gives McDonald’s an opportunity to dispel
rumors, educate customers and stand behind its products.
In one instance, McDonald’s shared video footage from inside its Canadian beef processing
plant, showing that its beef patties are—in fact—made from real cows.
2. Southwest Airlines: Honesty as a differentiator
Southwest Airlines is a major U.S. airline that prides itself as the world’s largest low-cost
carrier, proving it in the marketing campaign “Transfarency”.
For Southwest Airlines, “Transfarency” is a company-wide philosophy in which customers
are treated honestly and where fares actually stay low. “Being a low-fare airline is at the
heart of our brand, and the foundation of our business model,” says Kevin Krone, the VP and
chief marketing officer at Southwest Airlines, “so we’re not going to nickel and dime our
customers.”
Together with the campaign hashtag, #FeesDontFly, the airline uses the campaign to
showcase its value proposition of no hidden fees or extra costs. The campaign garnered
nearly five million likes on Facebook alone, set Southwest Airlines apart from the
competition and earned the trust of customers.
Business-to-business marketing (or B2B marketing, as it is
commonly known) involves the sale of one company’s product or
service to another company.
At its core, B2B marketing involves building valuable relationships
to guarantee lasting customers -- an important goal for any company,
whether a mega retail corporation or a smaller family-owned one.
B2B marketing success comes from embedding your company in the
industry, and making your product seem like a staple. In B2B
marketing, you get in front of the niche buyers by the following
strategies:
•Hosting informational webinars
•Setting up booths at popular industry tradeshows
•Sending out email newsletters positioning your company as an
industry expert
•Maintaining an active, interactive social media presence
•Attending industry networking events and building buyer
relationships
B2B marketers generally focus
on four large categories:
•Construction companies who buy
sheets of steel to use in buildings.
•Government agencies, the single
largest target and consumer of B2B
marketing.
•Institutions like hospitals and
schools.
•Companies that turn around and
resell the goods to consumers, like
brokers and wholesalers.
DIGITAL MARKETING
WHAT IS DIGITAL MARKETING
Digital marketing is an umbrella term for the marketing of products or services using
digital technologies, mainly on the Internet, but also including mobile phones, display
advertising, and any other digital medium.
Digital marketing activities are search engine optimization (SEO), search engine
marketing (SEM), content marketing, influencer marketing, content automation,
campaign marketing, and e-commerce marketing, social media marketing, social media
optimization, e-mail direct marketing, display advertising, e–books, optical disks and
games, and any other form of digital media. It also extends to non-Internet channels
that provide digital media, such as mobile phones (SMS and MMS), callback and on-
hold mobile ring tones.
WHY DIGITAL MARKETING
Both the Internet and the smart phone industry have seen sharp curves in distribution
and consumption patterns in the past decade in India. In fact, both are observed to be
mutually exclusive in this thriving digital era.
The telecom minister estimating India’s Internet users to shoot upto 50 crore users in
next 5-8 months is a small piece of an entire picture of the rising Internet and smart
phone penetration.
CUSTOMIZED MARKETING
As Philip Kotler said – Customer is the king in marketing, and in this new age
business, Customization along with quality is the surest way to win over the King.
Customerization is the customization of products or services through personal
interaction between a company and its customers. A company is customerized when it
is able to establish a dialogue with individual customers and respond by customizing
its products, services, and messages on a one-to-one basis. CUSTOMERization means
identifying and serving what you perceive as your optimal customers.
CUSTOMERization means identifying and serving what you perceive as your optimal
customers. Customerization requires a company to shift its marketing model from
seller-oriented to buyer-oriented. The goal is to help customers better identify what
they want. Customerization enables companies to have the ability to adapt
personalization and one-to-one marketing initiatives for the digital
marketing environment.
Gone are the days when customers run behind specific products or services for their
need or luxury; today as many service providers and suppliers, where differentiation
for choice has become very important, and a bit tough. That’s where the new age
‘Customization’ weapon has come into play for businesses. Every Customer is unique
with their set of demands or needs. To identify that uniqueness and cater to them is
the recipe to win over the today’s customers.
Customize Live Chat Platforms To Connect with the Audience 24×7 - It is a well-
known fact that handling the customers is no easy task. The live chat software is a tool
that grants the businesses to create a better customer experience and for this they
need the custom-made software, uniquely designed only for them. The live chat will
not only help you to decrease your operating cost but also save time for employees
per day.
Customize The Website To Carve A Niche In The Market - This is one of the primary
things to do and unfortunately, not many businesses have taken it seriously. A good
website is like the bright and tidy showroom that showcases your products/services
and gives an ample idea about your well-being. How many of us would like to scroll
the shabby looking, jargon-filled and illegible content? Not many.
Customize Communication To Attain A Closer Relationship With Customers - Correct
and apt communication is the backbone of any business activity and businesses
recognizing business customers and their needs will alleviate credibility and imbibes
the reliability factor.
History Repeats Itself
If you look at the slow bleed that led to disruption in the print industry, you’ll notice two fatal
flaws: The print publishing economic model was too reliant on advertising dollars to survive; and
publishers were too slow to adapt to the web. When Internet adoption and online journalism
took root, print readership plummeted, advertising dollars followed, and many publishers were
left for dead.
With the growth of ad-blocking technology, brands that are too reliant on paid advertising to
generate leads and drive revenue could face the same fate. According to Adobe and Pagefair’s
2015 Ad Blocking Report, 198 million people globally are now blocking ads. That number won’t
go down next year (or anytime soon after that).
Future of marketing

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Future of marketing

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  • 3. WHY MARKETING? The heart of your business success lies in its marketing. Most aspects of your business depend on successful marketing. The overall marketing umbrella covers advertising, public relations, promotions and sales. Marketing is a process by which a product or service is introduced and promoted to potential customers. Without marketing, your business may offer the best products or services in your industry, but none of your potential customers would know about it. Without marketing, sales may crash and companies may have to close.
  • 4. CHANGES IN MARKETING TRENDS Marketing is always in evolution. It has to adapt to the sub-conscience of the generations in order to stay present and reach its targets. 1) Population has grown: the simple fact that you have more populations means that you have more needs and haves, this is the marketing bread and butter. 2) Media expansion: in 1980 you had 4 major channels of distribution, radio, TV, newspapers and flyers and today we have internet and mobile. 3) Competition forces cross border markets, as competition grows many brands trend to cross the political and language borders.
  • 5. 4Ps ARE REPLACED BY 4Es Product ->Experience – In today’s market where number of products are available offering tough competition, marketers need to understand that it is not only about the product qualities but it is about the overall experience of the customer, right from purchasing the product to disposing off the product. Place ->Everyplace – The marketers are required to understand that now the customers must not come to them rather they should go to the customers in every possible manner. The concept of intercept marketing seems to be a perfect strategy in such cases. The marketer must tap each and every available channel. Price ->Exchange – The marketers must also realize that it is not only about the price of the product that the customer buys but also about the value of the customer. The marketers must realize that it is not only about one time receipt of the payment but retaining the customers for repeated sales. Promotion ->Evangelism – The traditional strategy of promotion of the product through advertisements, discounts etc. is now accompanied by the ground level promotions which include word of mouth promotion where the company involves the customer experience. Dove has been able to successfully do this over the years.
  • 6. FUTURE TRENDS IN MARKETING •Transparency Marketing •B2B Marketing •Digital Marketing •Customized Marketing
  • 7. CONSUMERS’ DEMAND According to the 2016 food revolution study, 94 percent of consumers say transparency is important to their purchase decisions. Empowered by choice and information, customers have a greater expectation—and demand—for transparency from brands. Transparency is critically important to businesses today, not just in terms of information, but in all it implies –open, clear, precise, simple, accountable and collaborative. Transparency is the foundation of our approach to developing insights at Media Storm.
  • 8. •Customers will demand more transparency in exchange for their data and feedback. •Governments will place more legislation. •Brands will want more information. •Marketing and research professionals will demand more transparency. UPCOMING CHANGES
  • 9. McDonald’s: Addressing rumors by sharing facts McDonald’s Canada’s “Our food. Your questions.” campaign is one of the most talked about transparency marketing campaigns. The company has long struggled with misinformation and unflattering urban myths about its food and ingredients. The campaign offered customers a chance to publicly ask anything and gives McDonald’s an opportunity to dispel rumors, educate customers and stand behind its products. In one instance, McDonald’s shared video footage from inside its Canadian beef processing plant, showing that its beef patties are—in fact—made from real cows.
  • 10. 2. Southwest Airlines: Honesty as a differentiator Southwest Airlines is a major U.S. airline that prides itself as the world’s largest low-cost carrier, proving it in the marketing campaign “Transfarency”. For Southwest Airlines, “Transfarency” is a company-wide philosophy in which customers are treated honestly and where fares actually stay low. “Being a low-fare airline is at the heart of our brand, and the foundation of our business model,” says Kevin Krone, the VP and chief marketing officer at Southwest Airlines, “so we’re not going to nickel and dime our customers.” Together with the campaign hashtag, #FeesDontFly, the airline uses the campaign to showcase its value proposition of no hidden fees or extra costs. The campaign garnered nearly five million likes on Facebook alone, set Southwest Airlines apart from the competition and earned the trust of customers.
  • 11. Business-to-business marketing (or B2B marketing, as it is commonly known) involves the sale of one company’s product or service to another company. At its core, B2B marketing involves building valuable relationships to guarantee lasting customers -- an important goal for any company, whether a mega retail corporation or a smaller family-owned one.
  • 12. B2B marketing success comes from embedding your company in the industry, and making your product seem like a staple. In B2B marketing, you get in front of the niche buyers by the following strategies: •Hosting informational webinars •Setting up booths at popular industry tradeshows •Sending out email newsletters positioning your company as an industry expert •Maintaining an active, interactive social media presence •Attending industry networking events and building buyer relationships
  • 13. B2B marketers generally focus on four large categories: •Construction companies who buy sheets of steel to use in buildings. •Government agencies, the single largest target and consumer of B2B marketing. •Institutions like hospitals and schools. •Companies that turn around and resell the goods to consumers, like brokers and wholesalers.
  • 15. WHAT IS DIGITAL MARKETING Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium. Digital marketing activities are search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, and e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, optical disks and games, and any other form of digital media. It also extends to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS), callback and on- hold mobile ring tones.
  • 16. WHY DIGITAL MARKETING Both the Internet and the smart phone industry have seen sharp curves in distribution and consumption patterns in the past decade in India. In fact, both are observed to be mutually exclusive in this thriving digital era. The telecom minister estimating India’s Internet users to shoot upto 50 crore users in next 5-8 months is a small piece of an entire picture of the rising Internet and smart phone penetration.
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  • 19. CUSTOMIZED MARKETING As Philip Kotler said – Customer is the king in marketing, and in this new age business, Customization along with quality is the surest way to win over the King.
  • 20. Customerization is the customization of products or services through personal interaction between a company and its customers. A company is customerized when it is able to establish a dialogue with individual customers and respond by customizing its products, services, and messages on a one-to-one basis. CUSTOMERization means identifying and serving what you perceive as your optimal customers. CUSTOMERization means identifying and serving what you perceive as your optimal customers. Customerization requires a company to shift its marketing model from seller-oriented to buyer-oriented. The goal is to help customers better identify what they want. Customerization enables companies to have the ability to adapt personalization and one-to-one marketing initiatives for the digital marketing environment.
  • 21. Gone are the days when customers run behind specific products or services for their need or luxury; today as many service providers and suppliers, where differentiation for choice has become very important, and a bit tough. That’s where the new age ‘Customization’ weapon has come into play for businesses. Every Customer is unique with their set of demands or needs. To identify that uniqueness and cater to them is the recipe to win over the today’s customers.
  • 22. Customize Live Chat Platforms To Connect with the Audience 24×7 - It is a well- known fact that handling the customers is no easy task. The live chat software is a tool that grants the businesses to create a better customer experience and for this they need the custom-made software, uniquely designed only for them. The live chat will not only help you to decrease your operating cost but also save time for employees per day. Customize The Website To Carve A Niche In The Market - This is one of the primary things to do and unfortunately, not many businesses have taken it seriously. A good website is like the bright and tidy showroom that showcases your products/services and gives an ample idea about your well-being. How many of us would like to scroll the shabby looking, jargon-filled and illegible content? Not many.
  • 23. Customize Communication To Attain A Closer Relationship With Customers - Correct and apt communication is the backbone of any business activity and businesses recognizing business customers and their needs will alleviate credibility and imbibes the reliability factor.
  • 24. History Repeats Itself If you look at the slow bleed that led to disruption in the print industry, you’ll notice two fatal flaws: The print publishing economic model was too reliant on advertising dollars to survive; and publishers were too slow to adapt to the web. When Internet adoption and online journalism took root, print readership plummeted, advertising dollars followed, and many publishers were left for dead. With the growth of ad-blocking technology, brands that are too reliant on paid advertising to generate leads and drive revenue could face the same fate. According to Adobe and Pagefair’s 2015 Ad Blocking Report, 198 million people globally are now blocking ads. That number won’t go down next year (or anytime soon after that).