UNIT 5

Current & Emerging Issues

CURRENT & EMERGING ISSUES : GLOBAL MARKETING, CREATING SUSTAINABLE
VALUE THROUGH CUSTOMER SERVICE – SERVICE MARKETING – RURAL MARKETING
–SOCIAL MEDIA MARKETING - DIGITAL MARKETING - GREEN MARKETING & OTHER
EMERGING TRENDS.

(DIGITAL MARKETING: LEVERAGING DIGITAL MARKETING TOOLS, DIGITAL

MARKETING CHANNELS AND ORM, ENGAGING MILLENNIALS AND GEN-Z DIGITAL
CONSUMERS, DIGITAL MARKETING OPTIMIZATION STRATEGY, OMNICHANNEL
MARKETING)
Current & Emerging Issues

 Current issues are problems that are currently affecting people or

places and are unresolved.
 Emerging issues are potential trends that could have a significant
impact on the future.
 They can be new or evolving concerns that have the potential to
influence public policy, society, and governance
Current issues in marketing
 Content creation
 Measuring ROI
 Generating leads
 Hiring talent
 Environmental marketing
 Data privacy and security
 Competition
 Keeping up with trends
 Training marketing team members
 Understanding customers' evolving needs
 Retaining customers
 Entering a new market.
Emerging issues in marketing
• Artificial intelligence (AI) and machine learning (ML)
• Influencer marketing
• Personalization
• Augmented reality (AR) and virtual reality (VR)
• Direct marketing
• Social media engagement
• Customer service
• Customer attention
Global Marketing
 Global marketing is a business strategy that involves promoting a
company's products or services on a global scale.
 Global marketing, also known as international marketing, is the
practice of promoting and selling products or services in multiple
countries. It involves adapting marketing strategies to local
cultures, regulations, and consumer preferences while
maintaining a consistent brand identity.
Strategies
Types

 Standardization- means adopting the same product and

marketing practices for all markets.
 International- involves importing and exporting goods.
 Multinational- The products are tailored to each market, but the
same procedure applies.
Creating sustainable value through
customer service
 Creating sustainable value through customer service
means providing a product or service that meets a customer's needs
while also having a positive impact on the environment and society.
1. Improve the buying process
2. Focus on brand perception
3. Get customer feedback
4. Make a unique product
5. Provide a positive experience
6. Prioritize quality over price
7. Identify your strengths
8. Adjust your marketing strategy
Service Marketing

 Services marketing is a form of marketing businesses that

provide a service to their customers to use to increase brand
awareness and sales.
 Unlike product marketing, services marketing focuses on
advertising intangible transactions that provide value to
customers.
 Service marketing provides an avenue to showcase unique
service offerings, exceptional customer experiences, and
customised solutions, setting businesses apart from the
competition.
Features
Types
Rural marketing

 Rural marketing is the process of developing, pricing, promoting,

and distributing products and services for rural areas.
 It aims to improve the standard of living of rural consumers by
providing them with access to new products and services.
Types
Social Media Marketing

 Social media marketing involves the use of social media

platforms to connect with your audience to build your brand,
increase sales, and drive website traffic.
Steps of SMM
 Green Marketing
 Green marketing is the marketing of products that are presumed to be environmentally
safe.
 It incorporates a broad range of activities, including product modification, changes to the
production process, sustainable packaging, as well as modifying advertising.

•Eco-friendly packaging-Use packaging that is recyclable, biodegradable, or reusable.

•Energy-efficient products-Promote products that use less energy, like solar-powered
gadgets or LED lights.
•Sustainable sourcing-Use raw materials from sustainable sources, like organic cotton or
FSC-certified wood.
•Green certifications-Get certifications like Energy Star, Fair Trade, or LEED to build
consumer trust.
•Digital marketing-Reduce paper use by using digital marketing channels like social media,
email, and online ads.
•Community initiatives-Participate in local environmental initiatives, like clean-up campaigns
or tree planting drives.
•Charitable giving-Participate in sustainable marketing campaigns that involve charitable
giving.
•Educate consumers-Continually educate consumers about green terms to help them make
informed decisions.
 The purpose of green marketing is varied,
from avoiding waste through the use of biodegradable
materials, meaning it can be broken down by
biological means; creating products that protect rather
than harm the environment; and educating the public
through eco-friendly messaging.
 The 4 R principle are Reduce, Recover, Recycle, and
Reuse.
Other emerging trends
 Voice search optimization Influencer marketing
Marketing communication Chatbots
 Virtual reality experiences Data privacy and compliance
 Personalization at scale Social commerce
 Omnichannel marketing Digital marketing careers trends
 Interactive content Personalized marketing
 Short-form video content User-generated content
 Ai boosts effectiveness and efficiency Augmented reality
 Customer experience Inclusive marketing
 Artificial intelligence AI in marketing
 Metaverse Content marketing SEO
Digital Marketing

 Digital marketing is the component of marketing that uses the

Internet and online-based digital technologies such as desktop
computers, mobile phones, and other digital media and platforms
to promote products and services.
 This includes not only email, social media, and web-based
advertising, but also text and multimedia messages as a
marketing channel.
Leveraging Digital Marketing Tools- Leveraging
digital marketing tools means using digital marketing to improve an
organization's growth and generate profit.
Process
Digital Marketing Channels
 A digital marketing channel is a medium or online platform that a
business uses to communicate with and engage with its
audience.
ORM
 Online Reputation Management (ORM) is a set of strategies and
tools that businesses use to monitor and improve their online
reputation.
 ORM helps ensure that a company's online image is positive and
accurate by tracking and responding to online mentions, reviews,
and comments.
 It means looking and analyzing what a potential customer,
reporter, or partner will discover about your brand, people, or
product/service when they perform a Google search.
 Tools like QuickMetrix, Sprinklr, Meltwater, Talkwalker, FreshDesk,
Reputology, SentiOne, SproutSocial, Mention, and Reputation
Defender.
 Online reviews: About 95% of consumers read online reviews
before buying a product.
Tips for effective ORM
•Responding to customer concerns, queries, and doubts
quickly
•Answering with an empathetic and professional tone
•Handling negative reviews, comments, and doubts
upfront
•Apologizing when needed
•Monitoring search results and social media mentions
•Training employees to align their online interactions
with the company's values
•Encouraging employees to share positive content
•Providing employees with guidelines for handling online
interactions
Engaging Millennials and
Gen-Z Digital Consumers
 Millennials were born
between 1981 and
1996, while Gen Z
were born between
1997 and 2012.
Tips
 Engaging Millennials and Gen-Z digital consumers involves understanding their unique
characteristics and creating content that aligns with their values and interests.
• Be authentic: Millennials and Gen-Z value authenticity and transparency in their interactions
with brands. They can quickly identify inauthentic or overly promotional advertising.
• Create informative content: Content that is informative, entertaining, or community-driven is
more likely to engage Millennials and Gen-Z.
• Use interactive elements: Incorporate interactive elements like polls, quizzes, or user-generated
contests into your campaigns.
• Be present on their platforms: Be active on the platforms where Millennials and Gen-Z spend
their time.
• Align with their social beliefs: Use diverse representation and align marketing messages with
their social beliefs and interests.
• Collaborate with influencers
• Focus on innovation, price, values, and activism: These are four pillars of engagement strategy.
Digital Marketing Optimization Strategy

 Digital marketing optimization is the process of improving a

digital marketing strategy to achieve better results.
 It involves analyzing data, identifying areas for improvement, and
making changes to enhance performance.
Tips
• Understand your audience
• Use multiple strategies
• Be mobile-friendly
• Keep content simple
• Track analytics
• Use SEO
• Use social media optimization
• Use email marketing
• Use PPC advertising
Omnichannel Marketing
 Omnichannel marketing is a customer-centric approach that aims
to create a consistent brand experience across all channels.
 It focuses on the customer experience at every touchpoint, from
pre-visit to post-visit.
 End of Chapter 5