24507317 the Emerging Trends in Marketing

8/6/2019 24507317 the Emerging Trends in Marketing

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The Emerging Trends in

Marketing

R.Ramkutty

Niswin Enterprises


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Marketing

identifying and meeting human and social

needs.

Philip Kotler


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Agenda

Myths

Trends

Paradigms


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Marketing Myths

The same marketing techniques work every time

You need a multimillion budget to create acommercial

Marketing is all about advertising

Marketing is simply an operational expense

A perfectly executed marketing plan willguarantee success

Marketings goal is to increase sales


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Marketing Myths - contd

Marketing starts when youre ready to launch

Marketing is a function. Marketing owns it

Innovation comes from inside

Never give the product / service away

You must position and identify with an industry &

competition Target the broadest customer segment


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Crisis In Mass Marketing

18%: Proportion of TV advertising campaigns generating positiveROI

54 cents: Average return in sales for every Re.1 spent onadvertising

256%: The increase in TV advertising costs (CPM) in the past

decade 84%: Proportion of B2B marketing campaigns resulting in falling

sales

100%: The increase needed in advertising spend to add 1-2% insales

14%: Proportion of people who trust advertising information

90%: Proportion of people who can skip TV ads who do skip TV ads 80%:Market share of video recorders with ad skipping technology in

2008


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Crisis In Mass Marketing - contd

95%: The failure rate for new product introductions

117: The number of prime time TV spots in 2002 needed to reach80% of adult population up from just 3 in 1965

3000: Number of advertising messages people are exposed to per

day 56%: Proportion of people who avoid buying products from

companies who they think advertise too much

65%: Proportion of people who believe that they are constantlybombarded with too much advertising

69%: Proportion of people interested in technology or devices that

enable them to skip or block advertising

Source: Justin Kirby & Paul Marsden (2006). Connected marketing. Oxford, UK:


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Trends

Green

Cause Marketing

Buzz Marketing

Permission Marketing Mobile Marketing

Network Marketing

E mail Marketing

Search Marketing

Event Marketing

Sports Marketing

Grey Marketing

Niche Marketing

Transparency

Authenticity

Democratized advertising WOMM

Controversy

Market space

Social media

Trusted social media

advertising

Online paid search ads


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Out

Traditional advertising

Monologue

Market place Classical 4Ps paradigm


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Word of Mouth Marketing

WOMM:Umbrella term

Buzz marketing Special hook, event, promotion. Aqua Teen HungerForce Boston Bomb Scare

Viral marketing Branded material, websites, widgets, bligets, videos, utilities, collaboration tools etc. that sneezers spread.ParkRidge47, Vote Different

Influencer marketing Identifying and finding the influencers

Evangelist marketing Turning most loyal customers into citizen marketers

Street marketing Interacting at popular offline places like Buzz Oven

Stealth / Undercover marketing Bree, lonelyGirl15


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Old 4Ps Paradigm

4Ps

Value Creator Customer


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New Paradigm

4Ps

Value Innovator Customer

Product

Brand


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Its About Social Behavior

Its not about a cheaper product or your idea. Try to changecustomer behavior. Its not about better coffee its about the place

I am not looking for a drill bit I need to make a hole

Its not about the hog, its about a lifestyle

Its not about the sound its about how it makes me feel

Its not about the sound its about being hip

Its about my space

Its about my video

Its about my opinion

Its about the experience Its about your choices, places, and time

Examples Apple, Starbucks, JetBlue, MySpace, Harley-Davidson, Tivo,


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9 Marketing Trends for 2010

Marketing Trend #1: Increased use of digitalmedia and a decrease in television, radio,and print media.

Marketing Trend #2: Increased use of quality,targeted content (textual and video) that tellsa company's story well and engages theprospective customer.

Marketing Trend #3: Increased use of e-mailto reach out to prospects and customersmore frequently at a very low cost.


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- contd Marketing Trend #4: Increased use of blogs,

social networking, and other social media tocreate dialog and relationships with prospects

and customers. Marketing Trend #5: Increased use of

analytics tools (e.g., Google Analytics) to spotways to improve ROI.

Marketing Trend #6: Increased focus onorganic (i.e., free) search engine optimization(SEO) content targeting.


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- contd Marketing Trend #7: Increased use of search

engine marketing (SEM) techniques, such aspay-per-click and other trackable paid

marketing techniques. Marketing Trend #8: Increased use of online

webinars and decreased use of large tradeshows.

Marketing Trend #9: Increased use ofoutsourced marketing functions toexperienced professionals


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Buzz Marketing

Whats being said about me?

Why is nobody talking about me?

These are becoming core issues for every

company.


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Buzz Marketing - Contd

A buzz is what all required to convert a new idea thetalk of the town.

It could be done by using mobile modes ofcommunications also like IBM used GermanShepherds to roam around with their owners in theBusiness streets in morning hours wearing jacketswith IBM ThinkPad written on that

The mobile phone with Camera also got launchedBy creating a lot of buzz in the marketplace amongstthe potential Prospects.


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Green Marketing

Green marketing consists of marketing

efforts to produce, promote, and reclaim

environmentally sensitive products.


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From segmentation to insights


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Cause Marketing

Cause marketing occurs when the

charitable contributions of a firm are tied

directly to the customer revenues producedthrough the promotion of one of its products


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Word of mouth marketing


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Why is Community Relevant?


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Search Marketing


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Search Marketing


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Community Marketing

24507317 the Emerging Trends in Marketing

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