Recent trends in Marketing

1
Recent trends in Marketing

• By
• T.Murali
• Regional General Manager
• THE HINDU, Madurai.

2
Marketing is all about the promotion of goods and
services.
As the options and outlets for doing so evolve,
so too does the way the marketer must look at
their methods.
3
Wondering what the future looks like for
marketing in the year ahead?
4
1. Broader Brand Presence across channels
With the range of available marketing channels
growing all the time, businesses will start to
recognize the value of connecting up their
marketing approach across the web, social media
and other channels and a more streamlined brand
presence.
5
2. Digital marketing - Most recent Trend

• Social media is a huge piece of digital
  marketing. Websites like Facebook, Twitter and
  LinkedIn connect not only individuals but
  businesses as well (Gunelius, 2010).

6

• Social media is big news for business. But in
  2012, it will be even bigger and even slicker.

• All companies, big small, will start taking
  social media more seriously as a professional
  marketing tool.

7
Tool for CROWD-SOURCING

• Social media is just one of many essential
  strands of media which make up effective modern
  marketing strategies.

• Big online businesses which seek solutions and
  input from their audiences, use social media for
  crowd-sourcing.

8
Social Media - a Ban or a Boon?

• The value of social media in marketing continues
  to fuel debate.

• Is it just the emperor's new clothes? Or the
  great new frontier for brand communications?

• Will the risky medium continue to been seen as
  worth the trouble?

9

• Social media is not for every brand and every
  message. Right now it's the buzzword and it's
  seen as the holy grail of marketing but there are
  very few brands that have really used social in
  an interesting way. I don't think social is the
  be all and end all. Nevertheless, its impact is
  undeniable.
• --Bradbury

10

• 3. Mobile on Centre stage

Mobile may be the SINGLE MOST TRANSFORMATIVE
MARKETING TOOL yet.
A third of smartphone owners have used their
device to buy a product online (Source
EPiServer) and this number is growing.
11

• m-Commerce Functionality

The smartphone, with its GPS and Near Field
Communications (NFC) capabilities, lends itself
to a bevy of location-based marketing, social
data exchange and, by all accounts, looks set to
revolutionise our purchase habits.
Not only will mobile services become more social,
simple and connected to the personal environment
of the user, but the m-commerce functionality
will skyrocket.
12

• Mobile Payment Platforms

The big thing that will happen in mobile, whether
it happens this year or the year after, will be
Mobile Payment Platforms. People being able to
pay anywhere and use their phones as credit
cards.
13

• Mobile Marketing

Digital marketers are just going to get more and
more ambitious about what they can deliver
through that medium.
If you're not in that space, you're leaving a
vacuum for your competitors to fill.
14

• 4. Clearer Vision on analytics

Data and data analysis has always been a key part
of the marketing function.
With the boom of digital, developments in
tracking software, marketers have become
desperate for results.
Marketers will harness more extensive data from a
myriad of online and offline sources, and
increasingly translate that into actionable
insights for clients.
15

• Tracking the digital footprints

By better tracking and analyzing the digital
footprints left by consumers, marketers will be
able to

• Reach consumers closer to purchase intent,
• Serve them more defined messages,
• Tailor the content for them specifically
• Listen to them more effectively than ever before.

In a time when budgets are tight, this process
will be crucial in minimizing wastage.
16

• 5. The DATA Drive

• There is absolute need for the centralizing of
  data and data- management to produce pinpoint
  targeted communications.

• The trend will shift from just volumes of data,
  to 'data interpretation' and 'data literacy'.

• Importance of everyone being truly data literate
  across the departments in every single function
  of a business will continue to gain momentum.

17

• 6. Marketing Departments gain momentum

• Organisations have to break down silos and infuse
  their employees with marketing awareness.

• One has to reshape his business to be reflective
  of the multi-channel commerce and multi-channel
  marketing future.

18

• 7. Up Close and Personal

• Marketing becomes more personalized.

• Tailored content that is customized to the needs
  and interests of a specific market or audience
  will grow in value and popularity.

19

• 8. Video is Viral

Anticipated to be big for quite some time, it
looks likely that video is set to be one of the
leading marketing trends in 2012.
Companies will develop fresher and more
user-focused forms of this Viral Marketing
20

• 9. Social Cause Marketing

Consumers increasingly want to know how
brands are contributing to society and are
acutely aware of how they seek to give back.
21

• Social Cause Marketing

• Social cause marketing is therefore, both a
  "growing criteria" in peoples' minds and a
  "growing area of investment" for brands

• More and more brands will fuse with charity
  initiatives to prove their worthiness. Social
  cause will be baked into the business model.

22

• 10. Customer Recommendation Rules

• Voice of the user or the customer will get
  louder.

• Businesses are becoming smarter at integrating
  opportunities for customer feedback and response
  within their marketing approach.

23
Thankyou!
There's a lot of doom and gloom in the market,
from the economists' point of view, but what we
see is a lot of opportunity still out in the
market...!

• Best Wishes to the future leaders of the market
  for a bright future!
• The key to success is always within our reach....