The Emerging Trends in Marketing 2013

7/28/2019 The Emerging Trends in Marketing 2013

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The Emerging Trendsin Marketing

R.Ramkutty

Niswin Enterprises



Marketing

“…identifying and meeting human and social

needs.”

Philip Kotler

http://www.kotlermarketing.com/

http://www.kotlermarketing.com/



Agenda

Myths

Trends

Paradigms



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

Marketing’s goal is to increase sales



Marketing Myths - contd

Marketing starts when you’re 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



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 fallingsales

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



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 reach

80% 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 constantly

bombarded 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:



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 mediaadvertising

Online paid search ads



Out

Traditional advertising

Monologue

Market place

Classical 4Ps paradigm



Word of Mouth Marketing

WOMM: Umbrella term

Buzz marketing Special hook, event, promotion. Aqua Teen Hunger Force 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

http://www.youtube.com/watch?v=7kdP8WBB4lI



http://www.youtube.com/watch?v=6h3G-lMZxjo

http://www.youtube.com/watch?v=6h3G-lMZxjo







Old 4Ps Paradigm

4Ps

Value Creator Customer



New Paradigm

4Ps

Value Innovator Customer

Product

Brand



It’s About Social Behavior

It’s not about a cheaper product or your idea. Try to changecustomer behavior. It’s not about better coffee – it’s about the place I am not looking for a ¼” drill bit – I need to make a hole It’s not about the hog, it’s about a lifestyle

It’s not about the sound – it’s about how it makes me feel It’s not about the sound – it’s about being hip It’s about my space It’s about my video It’s about my opinion

It’s about the experience It’s about your choices, places, and time

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



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.



9 Marketing Trends for 2010- contd Marketing Trend #4: Increased use of blogs,

social networking, and other social media tocreate dialog and relationships with prospectsand customers.

Marketing Trend #5: Increased use of analyticstools (e.g., Google Analytics) to spot ways toimprove ROI.

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



9 Marketing Trends for 2010- 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 of outsourced marketing functions toexperienced professionals



Buzz Marketing

What’s being said about me?

Why is nobody talking about me? These are becoming core issues for every

company.



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 of communications 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 launched Bycreating a lot of buzz in the marketplace amongst thepotential Prospects.



Green Marketing

Green marketing consists of marketing

efforts to produce, promote, and reclaim

environmentally sensitive products.



From segmentation toinsights



Cause Marketing

Cause marketing occurs when the

charitable contributions of a firm are tied

directly to the customer revenues produced

through the promotion of one of its products



Word of mouth marketing



Why is Community Relevant?



Search Marketing



Community Marketing

The Emerging Trends in Marketing 2013

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