Chapter -4

Recent development in marketing

Social marketing
Social marketing was "born" as a self-restraint in the 1970s, when Philip Kotler and Gerald
Zaltman realized that the same marketing principles that were being used to trade products to
customers could be used to sell social thoughts, so as to grow generally appropriate, attitudes
and performances Such advertising is not done in relations parts of marketing with respect to
the objects of the dealer and his or her society and product

Kotler and Andreasen describe social marketing as "differing from other marketing seeks to
influence social behaviors not to benefit the marketer, but to benefit the target audience and
the general society. This method remained used broadly in international health programs.

Features of Social Marketing: The features of social marketing are

1. The advertisement campaign does not necessarily show a product.
2. It is not meant for furthering profit.
3. It reflects upon a social idea
4. It may use marketing to reduce consumption of a product that is socially undesirable.
5. It is often done by Government Departments or Not for Profit organizations.
6. It themes and messages are of purely social concerns and social ills.
7. It does not relate to the product of the company
8. It often uses an emotional appeal that is shocking, scary, heart-breaking unusual and
informative.
9. It uses marketing for developing social consciousness through its advertisements.
10. It aims al quality of life, health, environment and a reduction in social ills.
Principles of Social Marketing:
1. VALUE EXCHANGE: The concept of value exchange states that consumers will choose
behaviour in exchange for receiving benefits they consider valuable and/or reducing barriers
that they consider to be important. An exchange may result when the marketer has created a
program that is perceived by each side to provide value.

2. RECOGNITION OF COMPETITION: In a free-choice society there are always

alternative options available Competition can be described in terms of choice offerings
available in the environment that lead to alternative behaviours. Social Marketing strategies
lead to a unique exchange offering that is perceived by the audience to have greater value than
that of any other available option.

3. THE 4Ps OF MARKETING: Product, Place, Price and Promotion represent the
fundamental building blocks of Social Marketing interventions. These tools are used to reduce
the barriers that make it difficult for people to behave as desired, and to increase the benefits
that induce people to be more likely to behave. The tools are used in concert to develop a
favorably perceived relationship that is more appealing than all alternate choices.
4. SUSTAINABILITY: This results from continuous program monitoring and subsequent
adjustment to changes occurring in the audience and environmental condition. Social
marketing puts forward behaviour change to generate long-term mutual good.

ONLINE MARKETING/DIGITAL MARKETING

Digital marketing or online marketing or Internet marketing is a form of marketing and

advertising which uses the Internet to deliver promotional marketing messages to consumers.
It includes email marketing, search engine marketing (SEM), social media marketing, many
types of display adverting (including web banner advertising), and mobile advertising. Digital
marketing is used by companies selling goods and services directly to consumers as well as
those who operate on a business to business model.

Digital advertising involves using of internet for displaying promotional messages on the
screen and refers to "deliberate messages placed on third party websites, search engines and
directories available through Internet access. The advent of cost effective internet technologies
has enabled smaller business to enjoy this kind of reach. Overcoming the geographic barriers,
marketers are now able to present products and services to different groups of customers
across the universe with the simple condition that they have access to internet.

Different Types of Online Marketing:

1.Search Engine Marketing

It includes Search Engine Optimization (SEO) and Search Engine Marketing (SEM), SEM is
the process of turning the business website so that it ranks higher in the search listings when
potential customers enter search terms that match the product offerings. Search engines such a
Google will display the ad when a user enters a search using one of the keywords. SEM
statistic can provide excellent feedback on the effectiveness of the ad,

2. Social Media Marketing

Social media platforms such as Twitter, Face book, LinkedIn, and Pinterest are all
opportunities for marketing online. This type of marketing includes creating pages on the site
directly promoting reaching new customers and collecting feedback.

3. E-Mail Marketing

Email list of potential customers who may be interested in the products or services. Email
marketing is a very effective way to give information about the product. E-mail marketing can
consist of a text message, a combination of words and images such as in a display ad, or
provide access to a video on a web site or public video site such as YouTube. E-mail
Marketing also has the ability to offer link to a specific website so that it can drive traffic and
revenue to that site.

4. Referral Marketing
When an individual is pleased with a web site or social media site will refer it to another
person, who hopefully creates a chain reaction of referrals from one group of individuals to
another. This is called as referral marketing.

5. Pay per click advertising

Advertising is presented by a web site or social media site will refer it to another person, who
hopefully, creates a chain reaction of referrals from one group of individuals to another. This
is called as referral marketing.

6. Blogging

It has been observed that blogging as an ardent marketing too has ready which has growth in
the last some years. Business, companies and even superstar now use blogging system for
huge promotion.

Various Steps Involved:

1. Websites: Websites are designed to engage customers and move them closer to a direct
purchase or other marketing outcome and it will vary with respect to purpose and content.
Websites can be created and maintained by an individual, group, business or organization to
serve a variety of purposes.

2. Brand community websites: The purpose of brand community websites are to present
brand content that engages consumers and creates customer-brand community. It provides
variety of brand information, videos, blogs, activities, and other features that build closer
customer relationships and generate engagement with and between the brand and its
customers.

3. Online Advertising: Online advertising has become a major promotional medium. The
main forms of online advertising are display ads and search related ads. Together, display and
search related ads account for the largest portion of firm’s digital marketing budgets.

4. Email Marketing: Email marketing remains an important and growing digital marketing
tool. Around the world, more than 200 million emails are sent out every minute of every day.
Email lets marketers send highly targeted, tightly personalized, relationship-building
messages.

5. Online Videos: online marketing is posting digital video content on brand websites such as
YouTube, Face book, Vine, and others. Some videos are made specifically for the web and
other videos are ads that a company makes primarily for TV and other media but posts online
before or after an advertising campaign to extend their reach and impact.

6. Blogs and Other Online Forums: Blogs are online forums where people and companies
post their thoughts and other content, usually related to narrowly defined topics. And the Most
marketers are now tapping into the blogosphere with their own brand-related blogs that reach
customer communities. As a marketing tool, blogs offer some advantages in a way of offering
fresh, original, personal way to enter into consumer online and social media conversations.

Online Marketing consists of Several Benefits like:

• COST EFFECTIVE-online marketing offers measurable results at a limited cost. Rather

than committing a large amount of money to advertising, smaller companies can spend a small
amount and still increase their reach.

• TARGETTING CUSTOMERS-Consumers can be targeted much more effectively in an

online rather than an offline process.

• CONVINIENCE TO CUSTOMERS-Business blogs can be used to let consumers and

prospects conduct their own research on the business's products as well as provide their
feedback and reviews.

• PROMTION OF BUSINESS: It simply doesn't matter if the company or brand is big or

small if a company is providing products or services to people they need to be online in order
to gain business, it offers equal opportunity to all kinds of businesses.

• BUILD CUSTOMER LOYALTY-When we engage with our online audience through

website. Answer questions, and is open with them about what we can offer, then we can build
trust, this will help to increase sales

 Some Limitations of Online Marketing:

• There are still a lot of customers who use the Internet just for having more information about
a product and prefer to buy it in person.

• The rules of the trade change rapidly in online marketing, and it requires constant attention
and monitoring to ensure that marketing strategy does not look out-of-date.

• The biggest disadvantage of online marketing is its vulnerability to fraudulent activities as

illegitimate websites which look similar to original websites.

• There are a lot of customers who are not proficient in using the Internet and focusing solely
online marketing can lead to lose these customers.
DIRECT MARKETING

Direct marketing consists of direct communications with carefully targeted individual

consumers to in an immediate response. Thus, direct marketers communicate directly with
consumers to obtain an immediate response. Thus, direct marketers communicate directly with
customers, often on a one to one interactive basis. Increasingly, companies are using direct
marketing to reach carefully targeted customers more efficiently and to build stronger, more
personal, one-to-one relationships with them.

Early direct marketers namely catalogue companies, direct mailers, and telemarketers
gathered customer names and sold their goods mainly through the mail and by telephone.
Today, improved database technologies and new media such as computers, moderns, fax
machines, E-mail, the internet, and online services are available. These new technologies have
greatly enlarged direct marketing opportunities.

Features of Direct Marketing:

1. Selection of Target Audience: Direct marketing allows a marketer to screen and target
consumers who are most likely to be the potential customers. The advantage will result in
improved cost effectiveness.

2. Concentration on focused group: Direct marketing focuses on certain groups of

consumers. According to the preferences of consumers or groups, the marketer can formulate
appropriate marketing strategies, in order to achieve objectives and get a higher response rate
from the targeted groups

3. Communication of Information: After focusing on target groups the marketer can convey
comprehensive information and knowledge about the product to the identifiable customers.

4. Sales Promotion: Direct marketing activities facilitate effective and measurable sales
promotion.

5. Long term relationship with customers: a customer's database is an important part of

direct marketing. Appropriate database enables the direct marketing firm to have a long term
relationship and contact with it customer and enables to cultivate of brand loyalty.

6. Relationship with the individual: Public opinion on a direct marketing company primarily
depends on whether the firm. This, will, generates a sense of brand importance and also
invoke customers trust in the brand.
7. Interactive Process: It is identified as an important element of direct marketing. Direct
marketing encourages two-way communication between the message sender and the receiver
on account rise of consumerism. Today increasing number of self-approaching consumers
initiates cont with the direct marketing organisation on various aspects including complaints,
guarantee, tem of refund and returned goods, etc.

Forms of Direct Marketing:

• Face-to-face selling • Direct-mail marketing

• Catalog marketing • Telemarketing

•Direct-response television marketing • Kiosk marketing

Advantages:

1. Interaction - buyers can interact with sellers by phone or on the seller's website or mobile
app to create exactly the configuration of information, products, or services they want and
then order them on the spot.

2. Cost effective & less time: direct marketing often provides a low-cost, efficient, and
alternative for reaching their markets. Companies can interact with customers by phone or
online learn more about their needs, and personalize products and services to specific
customer tastes.

3. Flexibility-It lets the marketers make ongoing adjustments to prices and programs or to
create immediate, timely, and personal engagement and offers.

4. Real-time marketing-direct marketing provides opportunities for real-time marketing that

links brands to important moments and trending events in customers' lives. It is a powerful
tool for moving customers through the buying process and for building customer engagement,
community and personalized relationships.

Disadvantages:

1. Consumers do not appreciate privacy intrusion or the sheer mass of communication,

referred to a spam or junk mail, received on a daily basis.

2. It can be frustrating leaving phone messages and sending follow-up emails that are never
get returned.

3. Some direct marketing techniques are associated with having an environmental impact,
mainly direct mail.

4. It can be hard to make your messages stand out when the recipient receives high number of
marketing emails or direct mail.
Services marketing

"Services are any primary or complimentary activity that does not directly produce a physical
product, that is, the non goods part of transaction between buyer and seller." -Service
Industries Journal

"A service is an activity or benefit that one party can offer to another that is essentially
intangible and does not result in the ownership of anything. Its production may or may not be
tied to a physical product”. -Kotler and Armstrong.

Characteristics of Services Marketing:

The distinctive characteristics of services are as follows:

I. INTANGIBILITY

When a customer purchases a product, he can touch, see, smell and use it. But along with it
something which is not seen but just felt, is also purchased by the customer along with it. That
something is services cannot be touched, seen, heard or smelt.

2. VARIABILITY

Services are heterogeneous. There can be variations in the services provided. The quality of
service depends upon the service provider. Say, Taj Group of Hotels has good reputation. But
their services could differ from one hotel to another due to different staff and their efficiency
in providing that service. An actor, a singer might have expertise in one thing but they might
not be efficient in any other one.

3. INSEPARABILITY

Services cannot be separated from the service provider. Unlike products which are first
produced then sold and consumed; services are first sold then produced and consumed at the
same time The simultaneous production and consumption of services leads the service
provider to provide services in the simple manner, services to be delivered close to the
customer and the making of image of service provider in the eyes of the customer.

4. PERISHABILITY

Most of the services cannot be stored for future sale, thus they are generally perishable in
nature. If they are not consumed then they are generally wasted. The service provider can try
to overcome these problems of Perishability by matching the demand and supply of the
services. This could be done by the service provider by not performing essential tasks during
slack periods and performing them efficiently during peak periods.

5. OWNERSHIP
Generally, there is no transfer of ownership of services. The buyer does not become the owner
of the anything like in case of product purchase, say, by purchasing a car the customer
becomes the owner of it, but in case of services nothing happens like this.

Nature and Characteristics:

• Service intangibility-that services cannot be seen, tasted, felt, heard, or smelled before they
are bought. To reduce uncertainty, buyers look for signals of service quality. They draw
conclusions about quality from the place, people, price, equipment, and communications that
they can see. Therefore, the service provider's task is to make the service tangible in one or
more ways and send the right signals about quality.

• Service inseparability-services cannot be separated from their providers, whether the

providers are people or machines. If a service employee provides the service, then the
employee becomes a part of the service. And customers don't just buy and use a service; they
play an active role in its delivery.

•Service variability - the quality of services depends on who provides them as well as when,
where, and how they are provided. For example, an air travel for the second time from the
same airline will not give the same experience that a person received during the first flight.

•Service perishability-services cannot be stored for later sale or use. Some doctors charge
patients for missed appointments because the service value existed only at that point and
disappeared when the patient did not show up. The perishability of services is not a problem
when demand is steady.

Three Types of Services Marketing:

1. Internal marketing - means that the service firm must orient and motivate its customer-
contact employees and supporting service people to work as a team to provide customer
satisfaction. Marketers must get everyone in the organization to be customer centered

2. Interactive marketing - means that service quality depends heavily on the quality of the
buyer seller interaction during the service encounter. In product marketing, product quality
often depends little on how the product is obtained. But in services marketing, service quality
depends on both the service deliverer and the quality of delivery. Service marketers, therefore,
have to master interactive marketing skills.

3. External Marketing - It is the most common type of marketing and a means through which
companies interacts with their customers. This marketing enables business in promoting their
products and inducing people's to buy them. Different types of external marketing are
advertising. Direct marketing, sales promotion, public relations etc.

Advantages of Service Marketing:

Service marketing has grown exponentially over the past decade because of the variety of
benefits it offers companies. Some of the benefits of service marketing include:
1. Continuous Sales:
When service marketing focuses on meeting the needs of customers, it causes repeat sales.
Happy customers come back for another purchase. For example, a customer who has a saving
account with Citibank and is happy with services such as online banking. Phone banking etc
will go to Citibank to apply for the loan.
2. Reviews and Verbal:
A happy customer is likely to spread the word about his or her experience to many. Today, in
the era of the Internet and rapid communications, reviews play an important role in deciding
whether or not to buy a product. Negative reviews about product service are rapidly spreading.
With the appropriate in-service marketing strategy, companies can ensure that customers are
satisfied with their positive experiences.
3. Contributing to Economic Growth:
Service marketing is particularly beneficial to developing countries. It provides an opportunity
to showcase their skills and commitment to quality when it comes to services. By applying
proper service marketing strategies, companies can gain customers ’trust. Nationally, this
leads to an increase in employment levels, an increase in foreign exchange reserves, an
increase in exports and GDP.

Disadvantages of service marketing

1. INTANGIBILITY
Consumers can see and touch goods—they’re a physical product. They know exactly what
they’re buying when they’re spending their money. This portability is not the case with
services. The effects of services may not be apparent immediately, and what’s done is not
always obvious. The client of a management consultant, for example, may have to wait for
months (or years) before they can see the results.

2. Lack of Emotion:
Physical products can trigger an emotional impulse compelling the customer to buy. Color,
shape, and style are important for physical products—especially those aimed at the general
public. No such built-in emotional appeal exists in the intangible world of services. The
consumer might have a hard time even imagining all the details involved in what is done for
them by a service business.
3. LACK OF OWNERSHIP:
You can buy a product, take it home, own it for years, and perhaps even resell it. But you
can’t do the same with a service. You can avail it only for a specific period of time and then
it’s over--unless you pay again. The lack of physical ownership makes it harder to sell
services.
4. PERISHABILITY
Another defining quality of services is that they are perishable. I don’t mean that they will
spoil, but they are time-bound. You can’t build an inventory or store services like you can
with physical products. Services are usually performed at specific times and on stated dates.
5. HETEROGENEITY
Services are heterogeneous. Service businesses operate through several diverse elements and
interactions. A bank may offer customer service through a helpline or website and cash
withdrawals through ATMs and counters.
6. INTERACTIVITY
Service delivery depends on a chain of interactions between customer and service provider, as
well as between the people working inside the service provider. The customer is central to the
whole process and all activities must aim at their satisfaction.

7. Prosumership: For the service to be delivered, the consumer needs to cooperate and
coordinate with the service provider. For example, if you’re offering bill payment over the
internet—the service—the consumer must have a valid payment method and a working
internet connection, and be able to use both of them.

GREEN MARKETING

The concept of green marketing came into existence for the safety and for making the
environment clean. Green marketing is the holistic marketing concepts in which the
production, marketing, consumption disposal of products and services happen in such a way
that it cause less or no harms to the environment It is quite broad concept and includes
recycling, reuse, refill, eco friendly, phosphate free etc.

This concept of green marketing is concerned with the ecological environment. Thus, Green
marketing emphasizes on protection of long term welfare of the consumers and society by
providing them pure and pollution less goods and services. Green marketing also affects the
health of people in a positive manner

American Marketing Association defines Green Marketing as "The study of positive and
negative aspects of marketing activities on pollution, energy depletion and non-energy
resource depletion."

Evolution of Green Marketing:

The green marketing has evolved over a period of time. According to peattie (2001), the
evolution of green marketing has three phases.

First phase: First phase was termed as "ecological" green marketing, and during this all
marketing activities were concerned to help environment problems and provide remedies for
environmental problems.
Second phase: In the second phase was "environmental green marketing and the focus shifted
on clean technology that involved designing of innovative new products, will take care of
pollution and waste issues.

Third phase

The third phase was "sustainable" green marketing. It came in to prominence in the late 1990's
an early 2000.

Importance of green marketing

1. Green Marketing to Firms

When looking through the literature there are several suggested reasons for firms increased
use of Green Marketing Five possible reasons cited are:
i) Organizations perceive environmental marketing to be an opportunity that can be used to
achieve its objectives
ii) Organizations believe they have a moral obligation to be more socially responsible.
Iii) Governmental bodies are forcing firms to become more responsible.
iv) Competitors environmental activities pressure activities.
v) Cost factors associated with waste disposal, or reductions in material usage forces firms to
modify their behavior.

2. Green Marketing to Consumers

It appears that all types of consumers, both individual and industrial are becoming more
concerned and aware about the natural environment. In a 1992 study of 16 countries, more
than 50% of consumers in each country, other than Singapore, indicated they were concerned
about the environment. A 1994 study in Australia found that 84.6% of the sample believed all
individuals had a responsibility to care for the environment.

3. Green Marketing as a tool for Social Responsibility

Many firms are beginning to realize that they are members of the wider community and
therefore must behave in an environmentally responsible fashion. This translates into firms
that believe they must achieve environmental objectives as well as profit related objectives.
This results in environmental issues being integrated into the firm's corporate culture.

4. Green Marketing for the Government

As with all marketing related activities, governments want to "protect" consumers and society,
this protection has significant green marketing implications Governmental regulations relating
to environmental marketing are designed to protect consumers in several ways. Reduce
production of harmful goods or by products Modify consumer and industry's use and or
consumption of harmful goods.

5. Green Marketing as a tool to handle Competitive Pressure

 Another major force in the environmental marketing is to maintain their competitive position
In many cases firms observe competitors promoting their environmental behaviors and make
one attempt to emulate this behavior. In some cases this competitive pressure has caused an
entire industry to modify and thus reduce its detrimental environmental behavior

6. Green Marketing as a Strategic tool to Cost and Profit Issues

Firms may also use green marketing to address cost or profit related issues. Disposing of
environmentally harmful by products, such as polychlorinated biphenyl (PCB) contaminated
oil are becoming increasingly costly and in some cases difficult. Therefore firms that can
reduce harmful wastes may incur substantial cost savings.

Advantages:

 Green marketing brings a competitive advantage - When you choose green

marketing, you become seen as a conscious or responsible leader in your industry. This
is true even for customers that do not prioritize environmental issues
 Raise awareness on important environmental or social issues - If a company
supports any causes, partnering with fellow environmental leaders can be part of its
green marketing strategy. This can bring huge momentum to a campaign, an event, a
training workshop and more.
 A company can enter new markets when it brings attention to positive environmental
impact.
 Raise awareness on important environmental or social issues
 Most of the employees also feel proud and responsible to be working for an
environmentally responsible company.

Disadvantages:

Costly Green Certifications: To commercialize your products as "green", depending on your

industry you might have to go through a long and pricey process to obtain the environmental
certifications.

Change leads to costs: Changing your marketing tactics takes time and the development of a
new strategy, which typically translates into increased costs. While your sustainable efforts
and practices are designed to save money, when a company puts effort into changing their
brand to be more environmentally friendly, those changes can have expensive upfront costs.

Companies may intentionally or unintentionally make false claims regarding the

environmental friendliness of their products, a process known as "green washing.

RURAL MARKETING

Rural marketing refers to the marketing activities performed in rural areas. It involves assembling
and collecting of product, storing and warehousing, financing to agriculturists during the
intervening period, insurance against risk, standardizing. grading, packaging and transportation of
product to the market center and final sales.

FEATURES OF RURAL MARKETING

Rural marketing covers major portion of total geographical area and population of the country. The
main features of rural marketing are as follows:
(1) Rural markets are scattered as the product transacted in the rural market is itself scattered over a
vast geographical area.

(2) Among different producers, one finds large differences in quantities and varieties of their
products. Even in respect of any one product e g., wheat or cotton. One comes across many
qualities It is, therefore, becomes essential that these products are graded according to their
qualities.

(3) Agricultural products, as compared to their money value, usually require more space. This poses
the problem of warehousing and transport.

(4) Some agricultural products, like vegetables and fruits, are perishable. In case of such perishable
products arrangements are necessary which can quickly take them to the market for sale.
(5)The entire agricultural products become available in a short period of time, whereas the demand
for it is spread over the year. This creates the need of maintaining inventories of stocks.

(6) In view of poor holding power due to poverty of Indian farmers, majority of farmers are forced
to sell their produce at throw away prices.

MOBILE MARKETING

Mobile Marketing involves communicating with the consumer via cellular (or mobile) device,
either to send a simple marketing message, to introduce them to a new audience participation based
campaign or to allow them to visit a mobile website. Mobile connectivity not only enables people to
connect to the Internet via a cellular telephone, PDA or other gadget, but also consolidates the
different communication channels in a simple, yet effective, medium.

Cheaper than traditional means for both the consumer and the marketer and easy enough for almost
any age group to understand and engage with Mobile Marketing really is a streamlined version of
traditional e-Marketing.

Mobile marketing is a multi-channel, digital marketing strategy aimed at reaching a target audience
on their smart phones, tablets and/or other mobile devices, via websites, email, SMS and MMS,
social media and apps. Mobile is disrupting the way people engage with brands.

Meaning of Mobile Marketing

Mobile marketing refers to the two or multi-way communication and promotion of an offer between
a firm and its customers using a mobile medium. Device or technology
ADVANTAGES OF MOBILE MARKETING

1. Mobile marketing reaches a broader market

Smart phones and tablets are cheaper, smaller and more portable than traditional PC's and laptops.
This means that people who previously were not able to be online are no longer restricted by
financial, geographical or technological barriers.

2. Instantaneous results
We always carry our mobile phones like our wallet or keys; we never leave home without them.
And most of the time, our mobile phone is on, which means; we receive the message at the very
moment it is sent.

3. Easy to work with

The creation of elements for mobile devices is simpler and less costly compared to desktops or
laptops. This medium also makes it easier to issue promotions and marketing incentive services to
us, the users. We can keep this information handy until the time we need to use it.

4. Convenient to use
Since the screen size of a mobile phone is small, it limits the scope of content that can be displayed.
This makes it convenient for the creators of the content, who can keep it basic and simple. Also,
simpler content will adapt itself better to the various mobile platforms.

5. Tracking response
User response can be tracked almost instantaneously. Mobile marketing is an effective way to
collect user data. Databases that use phone numbers, as unique IDs are more effective, since many
people generally keep their phone numbers for a longer period of time, unlike their email addresses.

6. Huge viral potential

Here you have the domino effect. Since mobile content can be easily shared among users. Mobile
marketing enhances the potential for virility or a piece of content usually a video - "going viral."
Users more than likely will share good information and offers with their friends and family, so
companies get a lot more exposure with no extra effort.

7. Mass communication made easy

Since a lot more people own mobile phones than desktops or laptops, mobile marketing the
marketer reach a far wider and more diverse audience, either by SMS or path notifications. Mobile
marketing also gives the advantage of targeting capabilities. You can gro get by sending location-
specific messages to those using GPS and Bluetooth technology.
8. Micro boggling benefits
Social media platforms such as Instagram and Twitter, have literally put the power of influence in
the hands of everyday people From mms to fashion bloggers to people who really just like pictures
of dogs with food, anyone can be an influencer.

9. Mobile payment
The latest mobile payment facility is very convenient for the users today Here, un are offered a
secure online payment environment, which works via advanced mobile Web systems This means
that the user does not need to cough up physical currency each time he wants to make a mobile
purchase or pay a bill online.

DISADVANTAGES OF MOBILE MARKETING

1. Platforms too diverse

Mobile devices do not have any particular standard, as compared to PCs and laptops Mobile phones
come in many shapes and sizes, so screen size is never constant. Also, mobile platforms use
different operating systems and browsers. Hence, creating one campaign for all of them can get
difficult.

2. Privacy issues
This is always in question on any network or device. Savvy mobile marketers need to understand
and respect the fact that users would like their privacy. So they should offer clear instructions for
opting out of marketing communications should the user want to do that.

3. Navigation on a mobile phone

The mobile phone usually comes with a small screen and no mouse. This means that navigation on
a mobile phone may get difficult for the user, even if it has a touch screen. In such a case, most ads
may go untouched, as the user may find it too tedious to look in detail through each one of them.

Mobile marketing practices

1. Mobile emailing and messaging

For the segment of consumers that views the mobile medium as a reminder medium, retailers can
text-message reminders to opt-in customers for refilling orders together with suitable color cues
Once a consumer gets conditioned to such reminders, a retailer can draw the consumer to its nearby
store using a particular ringtone or a specific color.

2. Mobile advertising
Retailers also use the mobile medium to advertise their image and products. For customers who
have opted-in to receive marketing messages, retailers send periodic messages. Retailers typically
do image advertising through static pictures or video and do product advertising by highlighting
new products or products with special offers

3. Mobile customer service

The mobile is ideal for handling customer service issues. Many retailers offer online order tracking
feature, answer customer queries regarding product information, and provide post purchase service,
all through the mobile. Some retailers also offer bill payment service through the mobile device.

4. Social network management

Retailers create, facilitate or manage their own social networks with their customers. They use these
user networks to "listen-in" as well as to influence customers. They could use social network theory
to target key customers for persuasive communication.
SOCIAL MEDIA MARKETING
Social media marketing refers to the process of gaining website traffic or attention through social
media sites.
Social media itself is a catch-all term for sites that may provide radically different social
actions For instance, Twitter is a social site designed to let people share short messages or
"updates" with others. Face book, in contrast is a full-blown social networking site that allows
for sharing updates, photos, joining events and a variety of other activities.

Social media marketing programs usually center on efforts to create content that attracts
attention and encourages readers to share it with their social networks. A corporate message
spreads from user to user and presumably resonates because it appears to come from a trusted,
third-party source, as opposed to the brand or company itself. Hence, this form of marketing is
driven by word-of-mouth, meaning it results in earned media rather than paid media.

BENEFITS OF SOCIAL MEDIA MARKETING

The various benefits of Social Media Marketing are:

i) Improved brand loyalty

Brands that engage on social media channels enjoy higher loyalty from their customers. The
report concludes "Companies should take advantage of the tools social media gives them
when it comes to connecting with their audience. A strategic and open social media plan could
prove influential in morphing consumers into being brand loyal."

ii) Showcase the Brand

Handling a strong social media presence is an efficient way build the company's reputation
and showcases the business. By regularly updating prospects on all the brand and social
happenings, they subconsciously start to view of company as an authority.

iii) Higher conversion rates

Social media marketing results in higher conversion rates in a few distinct ways. Perhaps the
most significant is its humanization element; the fact that brands becomes more humanized.

iv) Higher Brand Authority

Interacting with the customers regularly is a show of good faith for other customers. When
people go to compliment or brag about a product or service, they turn to social media. And
when they post your brand name, new audience members will want to follow you for updates.
The more people that are talking about you on social media, the more valuable and
authoritative your brand will seem to new users.

v) Increased Inbound Traffic

Without social media, the inbound traffic is limited to people already familiar with brand and
individuals searching for keywords the currently rank for. Every social media profile you add
is another path leading back to the site and every piece of content you syndicate on those
profiles is another opportunity for a new visitor.

vi) Decreased Marketing Costs

According to Hub spot, 84% of marketers found as little as six hours of effort per week were
enough to generate increased traffic. Six hours is not a significant investment for a channel as
large as social media. If you can lend just one hour a day to developing your content and
syndication strategy, you could start seeing the results of your efforts.

vii) Enhance company trust worthiness

Social media channels are proactive tools when it comes to increasing the company
trustworthiness. By closely communicating with the clients on a social media level, become a
trusted source of information which makes it a great asset when creating company awareness
and brand credibility.

viii) Expand sales

Getting speed access to consumers' feedback is undoubtedly going to jump-start your sales
results. Prospects are more likely to become customers if you respond to their specific
requirements in a prompt and personal manner. Social media helps easily discover the
customers' preferences so that you can: focus on meeting their special needs and expectations,
gain proficiency.

E mail marketing

E-mail marketing is directly marketing a commercial message to a group of people using

email. In its broadest sense, every email sent to a potential or current customer could be
considered email marketing. It usually involves using email to send ads, request business, or
solicits sales or donations and is meant to build loyalty, trust or brand awareness.

The Advantages of Email marketing

1. Email is a free tool. Once you are online, there is no further expense that you need to spend
on in order to send and receive messages.

2. Email is quick. Once you have finished composing a message, sending it is as simple as
clicking a button. Email, especially if an email system is integrated into the network, is sent,
delivered and read almost immediately.
3. Email is simple. It is easy to use. Once your account is set up, composing, sending and
receiving messages is simple. Also, email allows for the easy and quick access of information
and contacts.

4. Email allows for easy referencing. Messages that have been sent and received can stored,
and searched through safely and easily. It is a lot easier to go through old email messages
rather than old notes written on paper.

5. Email is accessible from anywhere - as long as you have an internet connection. Whether or
not you are in the office or on the field, or even overseas, you can access your inbox and go
through your messages.

6. Email is paperless, and therefore, beneficial for the planet. Not only can you reduce the
costs of paper, you are actually reducing the damage paper usage does to the environment.

7. Email allows for mass sending of messages. An effective medium to utilize to get your
message out there, you can send one particular message to several recipients all at once.

8. Email allows for instant access of information and files. You can opt to send yourself files
and keep messages so that you have a paper trail of conversations and interactions you have
online just in case you may need them in the future.

DISADVANTAGES OF E-MAIL MARKETING

The disadvantages of e-mail marketing are:

i)Many of advertisement emails are filtered by spam filter that nowadays is not a rare.
ii) Many of advertisement emails are deleted by receiver even being unread. This fact reduces
the opportunity to gain new customers.
iii) It is frequently difficult for observers to distinguish between legitimate and spam e-mail
marketing.
iv) Due to the volume of spam e-mail on the Internet, spam filters are essential to most users.
Some marketers report that legitimate commercial e-mail messages frequently get caught and
hidden by filters.

Meaning of Consumerism

The word consumerism refers to the act of mobilizing consumers so as to ensure they have
quality products and services. It involves protecting and informing consumers about their
rights concerning goods and services Consumerism results in honest packaging and improved
product standards.
EFFECTS OF THE CONSUMERISM

Consumerism is appreciated in Western economies since a person's standard of living is

valued by his or her material possessions. There are certain positive effects such as

1. Positive Consumerism Effects

i)More industrial production
ii)A higher growth rate economy
iii)More goods and services available
iv)More advertising since goods manufactured have to be sold
v)Increased production will result in more employment opportunities
vi) A variety of choice for goods and services
vii) More comforts for a better living style

2. Negative Consumerism Effects

i) The main cause of the current environmental crisis is human nature.
ii) One is in a rat race to earn more and is forced to cope up with stress and other work related
tensions.
iii) Material wealth is the deciding factor about whether a society is highly developed or not.
Our ethical and spiritual values are left unimportant under the circumstances.
iv) Over-dependence on labor saving devices.
v) A car for each individual would mean gradual erosion of public transport.
vi) Crime rate also increases as wants to possess expensive gadgets increase. Thefts become
common and daylight robberies take place.
vii) Personal relationships also get affected as people are busy trying to earn more t standard
of living.
viii) Cheaper goods are Today's consumption which also affect environmental resource

SEARCH ENGINE MARKETING

Search engine marketing is a method of promotion and advertising to help companies’ content
rank higher among search engine traffic.

Search engine marketing includes all the tools, techniques, and strategies that help optimize
the visibility of websites and web pages in search engines such as Google and other, similar
sites.

SEARCH ENGINE MARKETING CONCEPTS

1. Keywords: these are the terms that users enter into search engines that prompt a particular
ad or search result to be shown. They do not have to be individual words. In fact, it is common
to use groups of words or phrases, such as "buy Nike shoes" or "what is the best accounting
software."
2 Concordance: when setting up a campaign in Google Ads, you will need to define the
degree of correspondence between the keywords you have selected and the terms that people
use when typing a query into a search engine.
3. Text ad: this is the standard type of ad that is shown in search engines, although today
there are a variety of options such as shopping ads. Text ads usually include a title, a visible
URL that can be customized, and a short description.
4. Ad group: in Google Ads, an ad group consists of several ads that feature the same
keywords. This way, you can see which of them are the most effective.

5. Campaign: in Google Ads, the campaign is like the "umbrella" under which different ad
groups with similar goals are organized.
6. Landing page: this is the web page the user is directed to after clicking on an
advertisement. To achieve good results with search engine marketing, this page must be
optimized to get conversions and prompt users to take certain actions.
7 Search Network: these are the places where your ads appear. The most common option is
on the top and right of the results page, but you can also show them on other sites such as
YouTube.

STEPS INVOLVED IN SEARCH ENGINE MARKETING

These are the general steps involved in search engine marketing -

Step 1- Define Effective Strategy

a) Define your target audience.

b) Identify their needs and motivations.
c) Highlight how your product is best to serve their needs.
d) Review your business position in the marketplace.
e) Identify your competitors.
f) Identify your specific goals and benchmarks, such as search ranking, sales, website traffic,
and other ROI metrics.

Step 2 - Choose Right Keywords

a) Select most important phrases relevant to your business.

b) Also select the phrases that are frequently searched by your target customers.
c) Conduct brainstorm sessions for potential terms your customers use when thinking about
your products and capabilities.
d) Interact with your sales and customer service teams, and best customers to know the
frequently used phrases.
e) Employ a keyword research tools to compile a list of highly searched terms.

Step 3-Optimize Your Website Content

a) Focus on your website structure. Keep it simple.

b) The search engines looks for the underlying code of your website when they visit your
website.
c) Create crisp, clear, and correct content that can retain users' attention.
d) Use your keyword phrases relevantly in pages title tags, heading tags, directory names, file
names, alt tags and meta tags.
e) Pay attention to meta description. It is shown in the search results below your link,
providing a great opportunity for you to bring visitors to your Website.
Step 4-Submit Your Website for Indexing

To be visible online to the customers, ensure that all the pages of your website are completely
indexed by the search engines such as Google, Yahoo, and Bing.

Step 5-Add Quality Links to Your Website

a) The more quality inbound links you have, the more popular your website is with Google
and Other engines.
b) Make your website content is link-worthy.
c) Create interesting and informative content on your website such as a library of best
practices articles, blog trends in your industry, etc.
d)You can also garner links from vendors, customers, business partners, and trade
associations. Distribute press releases and articles online.

Step 6 - Manage Paid Search Advertise

a) Bid on the most relevant keywords. Do not pick them based on only popularity.
b) Make sure your product offer is interesting to the potential customer.
c) Tie the bidding strategy to business results. In many cases a lower Ad position will produce
a higher ROL

Step 7- Measure Success of Advertise

a) Check how well you performed in the past.

b) Measure CPC, CPR, Clicks, Bounce rate, Impressions, ROI, etc.
c) Employ Web Analytics to monitor progress and problems.
d) Monitor your position regularly in the search results.
e) Identify problems and plan strategies to improve your results in the future.

MARKETING ANALYTICS

Marketing analytics comprises the processes and technologies that enable marketers to salaste
the success of their marketing initiatives. This is accomplished by meaning performance
Marketing analytics gathers data from across all marketing channels and consolidates it into a
common marketing view, For example blogging versus social media venus channel
communications.

PURPOSES OF MARKETING ANALYTICS

1. To gauge how well your marketing efforts are performing, measuring the effectiveness of
your marketing activity.
2. To determine what you can do differently to get better results across your marketing
channels

THREE STEPS TO MARKETING ANALYTICS SUCCESS

To reap the greatest rewards from marketing analytics, follow these three steps:
1. Use a balanced assortment of analytic techniques
To get the most benefit from marketing analytics, you need an analytic assortment that is
balanced-that is, one that combines techniques for:

a) Reporting on the past. By using marketing analytics to report on the past, you can answer
such questions as: Which campaign elements generated the most revenue last quarter? How
did email campaign A perform against direct mail campaign B? How many leads did we
generate from blog post C versus social media campaign D?

b)Analyzing the present. Marketing analytics enables you to determine how your marketing
initiatives are performing right now by answering questions like: How are our customers
engaging with us? Which channels do our most profitable customers prefer? Who is talking
about our brand on social media sites, and what are they saying?

c) Predicting and/or influencing the future. Marketing analytics can also deliver data-driven
predictions that you can use to influence the future by answering such questions as: How can
we turn short-term wins into loyalty and ongoing engagement? How will adding 10 more sales
people in under-performing regions affect revenue? Which cities should we target next using
our current portfolio?

2. Assess your analytic capabilities, and fill in the gaps

Marketing organizations have access to a lot of different analytic capabilities in support of
various marketing goals, but if you're like most, you probably don't have all your bases
covered. Assessing your current analytic capabilities is a good next step.

3. Act on what you learn

There is absolutely no real value in all the information marketing analytics can give you
unless you act on it. In a constant process of testing and learning, marketing analytics enables
you to improve your overall marketing program performance by, for example:
a) Identifying channel deficiencies.
b) Adjusting strategies and tactics as needed.
c) Optimizing processes.
d) Gaining customer insight.

LIVE VIDEO STREAMING MARKETING

Video live streaming is, quite simply, the act of transmitting live footage over the internet to
an active target audience. In the past, live streaming was typically done on a dedicated
platform. Today, social media has expanded the reach of live streaming to Facebook, Twitter
and Instagram. Making the live broadcast a key component of social media marketing.

Livestream video is a versatile tool that offers audiences a clearer window into your business.
You can use live video content to offer sneak peeks at upcoming products, create
demonstrations or how-to videos, and broadcast an event.
BENEFITS OF LIVESTREAM MARKETING
Live video is simply more engaging for the audience –
1. Audiences prefer live video: Research from Livestream and New York Magazine shows
that 80% of audiences prefer live video to blog content, while 82% prefer live video to social
posts.

2. Live video works: Video content is engaging and helps spur your target audience to action.
Video embedded in an email, for example, could double or even triple your click-through
rates. Nearly 40% of executives place a call to a vendor after watching a video. Best of all.
livestream marketing is inexpensive, making it easy to secure a return on investment. About
73% of B2B businesses using live video to reach their target audience report positive results to
their ROI.

3. Livestream marketing increases conversions:

Livestream marketing boosts sales intent amongst your target audience by 97% and solidifies
brand association by 139%. Those are some serious benefits right off the bat. Video content
strategically placed on a landing page can increase conversions by 80% or more, while 64% of
users are more likely to buy a product online after watching a video.

MEANING OF NETWORK MARKETING

Network marketing refers to a sales strategy in which a salesperson attends meetings of de
organizations whose members are likely to be interested in a particular product or service in
order to develop a book of business.

WAYS TO BUILD A SUCCESSFUL NETWORK MARKETING BUSINESS

1. Working smarter, not harder

2. Leverage and duplication
3. Passive income versus active income
4. Low operating cost
5. Support systems
6. Creating positive cash flow.
7. Creating wealth

1. Working smarter, not harder

There was a time when simply working hard meant that you had the opportunity to get ahead
of the average person who perhaps had a more relaxed approach to work. Today that is simply
not the case. Although a strong work ethic will always be important, it is no longer the p only
ingredient.
2. Leverage and duplication
Leverage and duplication are simply the ability to leverage your time and to duplicate your
efforts. If you are working in a traditional business, your income is largely governed by the
number of hours you can physically work in a week.

3. Passive income versus active income

Active income is best described as having to continually work, trading hours for dollars, in
order to maintain that income. Passive income means that, in time, you don't have to
physically do the work but you can still maintain the income. Given the choice, most people
would prefer passive income over active income

4. Low operating cost

Costs often revolve around accessing educational and motivational material, acquiring
business-building tools and attending seminars provided and organised as part of the support
system. Further to this are incidental costs such as phone, fuel and other small home office
operating costs.

5. Support systems
One of the reasons franchising has become so popular today is that people buying into a
franchise do so with a sense of confidence from knowing there is a system in place and that
they are not on their own. Network marketing also provides this sense of confidence although
you are in business for yourself.

6. Creating positive cash flow

In their internationally bestselling book Cash flow Quadrant, Robert Kiyosaki and Sharon
Lechter, strong advocates of network marketing (Kiyosaki is the author of a number of books
on the subject), highlight the importance of creating positive cash flow if you want to achieve
wealth.