MODULE-5

RECENT TRENDS IN MARKETING

ONLINE MARKETING
Online marketing is the process of advertising any kind of good or service to
potential consumers via digital strategies.Online marketing is advertising and
marketing the products or services of business over the Internet. Online marketing
relies upon websites or emails to reach the users and it is combined with
e-commerce to facilitate the business transactions. Here customer relationship is
maintained by facilitating exchange of information and ideas about the products and
services. It is a medium which helps satisfy the goals of buyers and sellers.

Types of Online channels

There are two types of online channels, commercial online channels and internet.

1. Commercial Online channels

The online information and marketing services setup by companies can be accessed
by those who have subscribed for the service on monthly subscription basis. These
online channels offer information, entertainment, shopping, dialogue and e-mail
services to their customers.

2. The internet
The Internet is a global web of computer networks. It has made instant
communication possible from any corner of the world. Users can send email,
exchange views, shop for products and access news and business information.
Customers can order products 24 hours a day from wherever they are. They can find
vast information about other companies, products and competitors, without leaving
their home or office. Customers do not have to face salespersons persuading them
to buy.

The benefits of digital marketing include:

● Global reach - a website allows you to find new markets and trade globally for
only a small investment.
● Lower cost - a properly planned and well targeted digital marketing campaign
can reach the right customers at a much lower cost than traditional marketing
methods.
● Trackable, measurable results - measuring your online marketing with web
analytics and other online metric tools makes it easier to establish how
effective your campaign has been. You can obtain detailed information about
how customers use your website or respond to your advertising.
● Personalisation - if your customer database is linked to your website, then
whenever someone visits the site, you can greet them with targeted offers.
 The more they buy from you, the more you can refine your customer profile
and market effectively to them.
● Openness - by getting involved with social media and managing it carefully,
you can build customer loyalty and create a reputation for being easy to
engage with.
● Social currency - digital marketing lets you create engaging campaigns using
content marketing tactics. This content (images, videos, articles) can gain
social currency - being passed from user to user and becoming viral.
● Improved conversion rates - if you have a website, then your customers are
only ever a few clicks away from making a purchase.

Disadvantages
● Skills and training - You will need to ensure that your staff have the right
knowledge and expertise to carry out digital marketing with success. Tools,
platforms and trends change rapidly and it's vital that you keep up-to-date.
● Time consuming - tasks such as optimising online advertising campaigns and
creating marketing content can take up a lot of time. It's important to measure
your results to ensure a return-on-investment.
● High competition - while you can reach a global audience with digital
marketing, you are also up against global competition. It can be a challenge to
stand out against competitors and to grab attention among the many
messages aimed at consumers online.
● Complaints and feedback - any negative feedback or criticism of your brand is
can be visible to your audience through social media and review websites.
Carrying out effective customer service online can be challenging. Negative
comments or failure to respond effectively can damage your brand reputation.
● Security and privacy issues - there are a number of legal considerations
around collecting and using customer data for digital marketing purposes.
Take care to comply with the rules regarding privacy and data protection.

GREEN MARKETING
Green marketing (or environmental marketing) is the promotion of environmentally
friendly products, services, and initiatives. More specifically, green marketing refers a
broad range of environmentally friendly practices and strategies.

IMPORTANCE OF GREEN MARKETING IN INDIA

● It reduces the use of plastic and plastic-based products.
● It increases the consumption of natural products and reduces chemical
products.
● it creates a demand for herbal medicines, natural therapy, and Yoga.
● it reuses the consumer and industrial products.
● it makes nature healthy.
ADVANTAGES OF GREEN MARKETING
● A company can enter new markets when it brings attention to positive
environmental impact.
● Gain more profit from green marketing
● Green marketing brings a competitive advantage
● Raise awareness on important environmental or social issues
● it makes the company out the line, which help them to gain profit in a long
time.
DISADVANTAGES OF GREEN MARKETING
● Change leads to costs
● it is hard and costly to get Green Certifications.
● Companies may intentionally or unintentionally make false claims regarding
the environmental friendliness of their products, a process known as
“greenwashing.
● Sometimes customers don’t accept natural products because it is costly as a
comparison to normal products.

AMBUSH MARKETING
Ambush marketing technique is a new technique whereby a particular advertiser
seeks to connect his product to the event in the mind of potential customer without
paying sponsoring expenses to the event. In other words it is a method of building
brands in covert ways. For example X has sponsored a football event to promote his
brand. Every time the camera zooms in reference, a group of people sitting on the
bench wearing ‘Y’ company brand name imposed shirts comes into focus. In this
case ‘Y’ company promotes its brand at X’s company's expenses. Bigger companies
engage in ambush marketing tactics to undermine official event sponsors.

The advantages are as follows:

● cost-effectiveness-
● Improved brand equity.
● Freedom and flexibility;
● an opportunity for startups to jump-start their business;
● a higher competition that brings lower prices for consumers;
● a creative approach;
● a direct response to a campaign;

Disadvantages
● makes it difficult to calculate ROI;
● requires quick response and detailed planning;
● relies on time and space;
● violates the rights of actual sponsors and partners of an event;
● relies solely on competitors' ads to address them.
Types of Ambush Marketing

In direct ambush marketing, a brand's team aggressively uses various activities to

associate themselves with an event without being a sponsor or partner. There are
four types of direct marketing:

predatory ambushing is a technique that includes one brand attacking another (an
official sponsor of an event), which prevents people from identifying an actual
sponsor;
coattail ambushing is a strategy where a brand aims at gaining exposure by
becoming a sponsor of a person who participates in the event;
property or trademark infringement is when a brand uses logos, symbols, or phrases
of another brand to promote its services that often leads to confusion among
customers and diminishes the marketing efforts of the property's owner;
self-ambushing means that a brand has sponsorship rights but gets involved in
activities not mentioned in the contract.Samsung and Apple
Apple fans, for sure, remember the year 2011, the release of a new iPhone 4S.
Since the device launch was one of the most awaited moments of the year, Apple's
rival, Samsung, decided to intervene by building a pop-up store not far from Apple's
storefront in Sydney.

People had to stand in a long line and pay a big sum of money to buy a new mobile
device. At the same time, just a few feet away, Samsung was selling its Galaxy SII
for an attractive price. Some people didn't resist such a tempting offer and went
home with a new Samsung instead of Apple's new product.

VIRAL MARKETING

Viral marketing is a marketing technique that impels the users to pass on a

marketing message to other users, creating a potentially exponential growth in the
message’s visibility and effect. Viral marketing is able to generate interest and the
potential sale of a brand or product through messages that spread quickly like a virus
from person to person. Messenger message and the environment are vital elements
indispensable in spreading messages widely across various distances. Hotmail
Company owned by Microsoft promote the services and advertisement message
instantly. The most widespread example in recent times is the creation of moving,
surprising or spectacular videos on YouTube, which are then shared on Facebook,
Twitter and other channels

Three Core Elements of Viral Marketing

 ● The Message. It may contain any type of content related to a brand. For
instance, it can be a video, an image, a podcast, a meme, a gif, or any
shareable thing.
● The Messenger. Every person who consumes and shares the message is a
messenger. A messenger can be your customer, potential customer, or even
those who may not be in your target audience.
● The Environment. The environment includes everything where the message is
consumed and shared. It can be the social media platforms, consumers,
potential customers, expectations, attitudes, etc. In fact, even those who are
not your potential customers may be a part of the environment

Advantages of Viral Marketing

● Broader Reach. The term viral means anything that has reached a massive
audience. If your message gets viral, it automatically means you have
reached a huge number of potential customers already.
● Cost-Effective. Viral marketing is probably the most cost-effective type of
marketing. It doesn’t take big bucks to create something that can get viral. In
fact, sometimes, a simple message or idea is well appreciated by people, and
the campaign may yield an unexpectedly high ROI.
● Credibility and Brand Awareness. Credibility depends on how positively you
convey your message. If your content gets viral because of good reasons, you
can earn brand credibility and create brand awareness within no time

Disadvantages of Viral Marketing

● Negative Word Of Mouth. If people are sharing your content with positivity,
your brand will be “viral” within no time. However, if they perceive your
message in a negative manner, then your brand will be famous in an
unwanted manner. Negative buzz can be extremely detrimental for any brand.
● Results Are Hard To Measure. To date, there is no benchmark to measure the
success of a viral marketing campaign. It is simply impossible for a business
to measure the increase in sales volume due to a viral marketing campaign.
● Low Virality. Well, this may sound bizarre, but a viral marketing campaign may
fail because of low virality. This usually happens when users refuse to share
the content if they are concerned about their security and privacy. It can
tarnish a brand’s reputation and will affect the future marketing campaigns of
that company as well.

GUERILLA MARKETING
The concept of Guerrilla Marketing was invented as an unconventional system of
promotions that relies on time, energy and imagination rather than a big marketing
budget. Guerrilla marketing represents an advertisement strategy to promote
products/ services on streets or other public places with monkey like shopping malls,
parks beach etc., Consumers/ customers are taken by surprise to make a big
impression about the brand which in turn creates buzz about the brand on shirts it
create a memorable experience in the mind of target audience which triggers good
responses to sales. It is suited to small companies which cannot set apart big
advertisement budget.

Remarketing (also known as retargeting) is the tactic of serving targeted ads to

people who have already visited or taken action on your website. In terms of
technical execution, remarketing is the process of using a javascript tag (known as a
pixel) to place a cookie in the user’s browser. The cookie then informs a remarketing
platform to serve specific display ads through an ad exchange, based on the pages
or products the user has engaged with or searched for on your website or app.

De-marketing

Demarketing is a process in which a company develops strategies to reduce the

consumption of a product. While traditional marketing often encourages customers to
purchase more products, demarketing aims to limit a product's reach. Companies
can use it in a variety of situations to control product use, price or demand.

TELEMARKETING
Telemarketing usually means contacting customers and potential customers by
telephone, but can also include using fax or the Internet. Direct mail and face-to-face
meetings are not part of telemarketing. The two main categories of telemarketing are
business-to-consumer (B2C) and business-to-business (B2B).
It is a widely used method of contacting people to promote products or services,
raise money for charity, gather information, generate leads, and carry out surveys.
With new technology, the term also includes videoconferencing calls, which in the
vast majority of cases occurs with existing customers.

RELATIONSHIP MARKETING
Relationship marketing is a facet of customer relationship management (CRM) that
focuses on customer loyalty and long-term customer engagement rather than
shorter-term goals like customer acquisition and individual sales. The goal of
relationship marketing (or customer relationship marketing) is to create strong, even
emotional, customer connections to a brand that can lead to ongoing business, free
word-of-mouth promotion and information from customers that can generate leads.
Relationship marketing stands in contrast to the more traditional transactional
marketing approach, which focuses on increasing the number of individual sales. In
the transactional model, the return on customer acquisition cost may be insufficient.
A customer may be convinced to select that brand one time, but without a strong
relationship marketing strategy, the customer may not come back to that brand in the
future. While organizations combine elements of both relationship and transactional
marketing, customer relationship marketing is starting to play a more important role
for many companies.
SOCIAL MARKETING
Social Marketi
Social marketing is a new marketing tool. It is the systematic application of marketing
philosophy and techniques to achieve specific behavioural goals which ensure social
good. For example, this may include asking people not to smoke in public areas,
asking them to wear seat belts or persuading them to follow speed limits. The
primary aim of social marketing is ‘social good’ such as anti-tobacco, anti-drug,
anti-pollution, anti-dowry, road safety, protection of girl child, against the use of
plastic bags. Social marketing promotes the consumption of socially desirable
products and develops health consciousness. It helps to eradicate social evils that
affect the society and quality of life.