Lesson 1.

Contemporary
Approaches
in Marketing

Principles of Marketing
Accountancy, Business, and Management

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Have you seen old
advertisements? How
similar or different
are they compared to
today’s ads?

3
Things are constantly changing. Old ideas, concepts, and
processes are constantly evaluated to improve the way
things are done.
4
Marketing is among these things that have significantly
evolved through time.

5
Quick Look

Knowing Your Customers

A company plans to launch a new phone that targets high school
students as its primary market. The marketing team wants to find out
how they could effectively promote the product.

They surveyed high school students using an online poll sent through
social media platforms and email.

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Quick Look

Knowing Your Customers

They found out that most students answered through social media rather
than emails. They also discovered that the students were more interested
in the camera and editing features than standard text messaging.

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Quick Look

Questions to Ponder
1. What was the company's objective when they surveyed high school
students?
2. What does the survey result say about the lifestyle of the company’s
target market?
3. What do you think is the survey's implication to the promotion of the
product?

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Learning Competency

Identify and explain contemporary marketing approaches

(ABM_PM11-Ia-b-4).

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Learning Objectives

In this lesson, you should be able to do the following:

● Define the contemporary approach to marketing.
● Determine the appropriate type of contemporary approach in
a given scenario.
● Explain the importance of the contemporary approach in
marketing.

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How do contemporary approaches impact
the marketing strategies of brands today?

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 Contemporary Approach in Marketing

Traditional Contemporary

● customer-focused
● product-based
● consumer-experience
○ product
improvement
○ production efficiency
○ promotions

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 Contemporary Approach in Marketing

Traditional Contemporary

Focus services, features, benefits consumer experience

(product) (customer)

Scope has narrow a definition that has a broader definition

includes service categories and which includes socio-
consumption cultural context

Consumer Model logical decisions logical and emotional

decisions

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 Contemporary Approaches in Marketing

Marketing Concept

● Find the right

product for
customers.
● All-out effort to
satisfy customer
needs

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 Contemporary Approaches in Marketing

Marketing Concept

● The whole company, and all its

departments, are oriented
toward profitable customer
satisfaction.

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 Contemporary Approaches in Marketing

Marketing Concept

Some companies go beyond

profit, aiming for the triple
bottom line.

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 Meeting the Needs of the Consumers

Example: A soda is not just to satisfy consumer taste buds

but also to enjoy it with friends.
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 From Traditional to Contemporary: A Courier Company’s Story

Closer L
o ok

It was a courier for delivering

packages, documents, and parcels
during its early years.

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 From Traditional to Contemporary

Closer L
o ok

Advertisements were TV commercials

and print ads where they conveyed a
message of an ease-free delivery
system for the customers.
Customers physically go to the branch
to pay for the service of delivering
their package.

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 From Traditional to Contemporary

Closer L
o ok

The company continued the same

service through the years, but they
now have an online website where
customers can conveniently send and
track packages.

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Check Your Progress

1
In your own words, differentiate the contemporary
approach from the traditional approach in marketing.

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 Types of Contemporary Marketing

Non-Profit Marketing
It amplifies an
organization’s cause,
solicits donations, and
attracts supporters.

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 Types of Contemporary Marketing

Event Marketing
It includes live or virtual
events where the
audience can interact
with a brand.

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 Types of Contemporary Marketing

Green Marketing
It promotes products
based on environmental
benefits like ‘organic,’
‘cruelty-free,’ etc.

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 Types of Contemporary Marketing

Celebrity Marketing
It uses celebrities or
famous people to
promote a product.

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 Types of Contemporary Marketing

Place Marketing
It attracts tourists
through social media or
online bookings in
finding a place for
vacations, etc.

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 Types of Contemporary Marketing

Cause Marketing
It aligns a brand with a
cause to produce
profitable benefits for
the consumer and the
brand.

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 Special Topic: Digital Marketing

Digital Marketing
It is the influence of
technology towards
marketing products and
services.

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 Types of Digital Marketing Channels

Paid and Unpaid SEO

(Search Engine
Optimization)

● It is letting people search

through online search
engines.

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 Types of Digital Marketing Channels

Content Marketing
● It comprises visual
and written
communication like
blog posts, videos to
raise awareness
among consumers.

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 Types of Digital Marketing Channels

Email Marketing
● Businesses update
their directory list of
consumers to receive
updates and
promotions about
the brand.

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 Types of Digital Marketing Channels

Mobile Marketing
● It is an advertising
activity that promotes
products and services via
mobile devices, such as
tablets and
smartphones.

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 Measuring Brand Success

Marketing Analytics
● It manages and studies
metrics data to
determine the return of
investment of different
marketing efforts.

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 #VogueEmpower

Case Stu
dy

Vogue India launched a social awareness initiative on its

seventh anniversary. They created a two-minute short film
collaborating with Deepika Padukone and other celebrities
showcasing women voicing equality.
The hashtags used for its social media marketing campaign,
#MyChoice and #VogueEmpower, raised awareness on social
media, especially to women. The message conveyed that
empowerment starts within them.

Zubair, “#VogueEmpower #MyChoice,” Whizsky (Whizsky, April 1 2015),

https://www.whizsky.com/2015/04/vogueempower-mychoice/, last accessed on November 15 2021. 36
 #VogueEmpower

Case Stu
dy

The magazine also used social media platforms by installing a

live feed featuring the posts of everyone using the said
hashtags.
Women enjoyed sharing their posts and reading others'
answers as well. The engagement has dramatically increased
for Vogue India and effectively brought people aware of the
said social awareness initiative.

Zubair, “#VogueEmpower #MyChoice,” Whizsky (Whizsky, April 1 2015),

https://www.whizsky.com/2015/04/vogueempower-mychoice/, last accessed on November 15 2021. 37
Keep in Mind

● Contemporary approaches in marketing refer to theories and

concepts that stress the importance of customer orientation
versus the traditional market orientation.

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Keep in Mind

● There are different types of contemporary marketing:

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Keep in Mind

● With the eminent digital age coupled with the “new normal,”
businesses are now turning online to keep themselves afloat. It also
imposes a challenge to marketers since new digital channels and
devices are invented faster. Brands and companies are using the
power of digital (and of different touchpoints) to attract customers to
use their products or services.

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 Try This

Do a thumbs up if the statement is true. Otherwise, show a thumbs down.

1. Contemporary marketing approaches dive deeper into

creating memorable experiences for its consumers.

True False
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 Try This

Do a thumbs up if the statement is true. Otherwise, show a thumbs down.

2. Traditional marketing approaches are obsolete due to the

presence of online platforms.

True False
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 Try This

Do a thumbs up if the statement is true. Otherwise, show a thumbs down.

3. Using SEO is the best digital marketing strategy because

consumers can search for their desired content online.

True False
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 Try This

Do a thumbs up if the statement is true. Otherwise, show a thumbs down.

4. Non-profit marketing uses tactics and strategies to amplify

an organization’s cause.

True False
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 Try This

Do a thumbs up if the statement is true. Otherwise, show a thumbs down.

5. When searching online about the best pizza in town, the
results show a pizza ad. This situation is an example of
unpaid SEO.

True False
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 Practice Your Skills

What kind of digital marketing techniques would you suggest for the
following situations? Explain your answer.

1. A tissue brand is now using bamboo material that is organic

and safe for babies.
Answer area

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 Practice Your Skills

What kind of digital marketing techniques would you suggest for the
following situations? Explain your answer.

2. A salon will be having a 30% off on all its haircut services to

its loyal customers.
Answer area

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 Challenge Yourself

Read the following case and answer the questions.

A well-known artist was set out to do a concert in the

Philippines. There are advertisements all over that announce
the venue and the date. However, because of the unforeseen
pandemic, they need to postpone the show.

Now, the team is tasked to look for ways to announce this

update.

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 Challenge Yourself

Answer the following questions.

1. What kind of contemporary marketing approach can the

team use to deal with this situation? How so?
Answer area

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 Challenge Yourself

Answer the following questions.

2. What happens if the marketing team doesn’t apply digital

marketing strategies?
Answer area

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Photo Credits

Slide no. 3: Evolution-des-wissens - Blue.png, by Ldorfman is licensed under CC BY-SA via Wikimedia Commons.

Slide no. 15: Figure 1 People Profit Planet.png, by Arowoshegbe, et al., 2016 is licensed under CC BY-SA via
Wikimedia Commons.

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Bibliography

Chamat, Ramzi. “Contemporary Marketing: The Shift from Traditional to Digital.” EWM.swiss Geneva. Accessed October
22, 2021. https://ewm.swiss/en/blog/contemporary-marketing-shift-traditional-digital.

Decker, Allie. “The Ultimate Guide to Nonprofit Marketing in 2021.” HubSpot Blog, Accessed January 27, 2022.
https://blog.hubspot.com/marketing/how-to-run-a-lean-mean-nonprofit-marketing-machine.

Gheorghe, C., I. Gheorghe, and V. Purcarea. “Table 1 from Modeling the Consumer's Perception of Experiential
Marketing in the Romanian Private Ophthalmologic Services: Semantic Scholar.” undefined, 2017.
https://www.semanticscholar.org/paper/Modeling-the-consumer%E2%80%99s-perception-of-experiential-Gheo
rghe-Gheorghe/4c2da5c2cc841ecd446618facb18f3024161d6c2/figure/0
.

Maryville Online. ”8 Types of Digital Marketing for Promoting a Business.” Accessed January 27, 2022.
https://online.maryville.edu/blog/8-types-of-digital-marketing-for-promoting-a-business/.

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Bibliography

Kotler, Philip, et.al. Marketing Management: An Asian Perspective. Harlow: Pearson Education Limited, 2018.

Perreault, William, Joseph Cannon, and Jerome McCarthy. Essentials of Marketing: A Marketing Strategy Planning
Approach. New York: McGraw-Hill, 2017.

Serpa, Rachel. “The Definitive Guide to Modern Marketing Analytics & Bi.” Sigma Computing. Accessed January 27,
2022. https://www.sigmacomputing.com/blog/the-definitive-guide-to-modern-marketing-analytics-bi/.

“What Is Digital Marketing? - Marketo.” Marketo.com. Marketo, An Adobe Company. Accessed January 27, 2022.
https://www.marketo.com/digital-marketing/.

Williamson, Will. “Traditional vs Contemporary Marketing Strategies.” Digital Prosperity Blog. Accessed October 22,
2021. https://blog.jdrgroup.co.uk/digital-prosperity-blog/traditional-vs-contemporary-marketing-strategies.

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