Trends Impacting On Global Marketing Essay

Question:

Discuss about the Trends Impacting on Global Marketing.

Answer:

This article is simply triggering towards the changing trend of the market on the international market. The entire previous concept has been changed into the new innovative trend which is totally focused on the use of all digital platforms for its work. It also focused on the new tool used for the international marketing leaving behind the old tools of marketing. Tools used in today's growing trends are messaging apps, videos, chatbots, and adblockers. In present time the internet is one of the fastest methods of reaching to the people along with its wide reach range. Messaging apps demand in present time is increasing very fast. Most of the business is looking to embrace this trend as an opportunity. Chatbots is a setup program which interacts with the human and provides them with a solution without make them feel that they are not interacting with a program. As globally the impatient level of the customer has dropped a lot related to the inquiry of the product. Hence, in this case, the chatbots act as one of the main sources to enhance the overall user and brand experience by interacting with the customer (Law, 2017).

As we know that in 2011, 4P`s was used as a marketing strategy for promoting products. In 2014, this marketing trend was changed due to the entry of marketing mix which used social media as a platform of communication and now in 2017 the strategy has shifted its trend towards digital platform as the main mode of communication or for the promotion of the product or service. Innovations of artificial intelligence have added the value of this digital platform by providing the support of gathering information in the form of data, calculating and develops prediction by analyzing the data and give this data a meaningful shape. Now, the marketing mix is using tools like videos as a mode of promotion (Berthon et al, 2012). According to YouTube, about 3.25 billion hours of video is viewed on YouTube each month. This innovation in this area is quickly using the technology stage like Amazon and Netflix distributing addictive content in a new, exciting way. It has been seen that it is better to promote products on this digital platform instead of promoting it in the television advertisement. Even the cost of television is more as compared to this social marketing mix tool. Facebook live has become one of the key video streaming services that the international marketer is using (Dakar et al, 2012).

A revolution of advertising is happening as our generation devotes extra time to our mobile phone, MacBook, and PCs. The challenge aimed at trademarks remains attach with clients through all these instruments in real time and create movements that operate sloping social media, exhibition promotion. The on-time communication products have with persons as marketer communicated with online sites and cellphone applications have altered the landscape of advertising. The current day advertising section desires to combine the innovative on the side of the self-control – by means of influential metaphors to bang into the person’s needs and drives – with the practical side of data, numerical work, and logics. The two zones never continuously fit simply composed. Receiving innovative sellers to effort together with practical supervise can be a vast dare. Promotion is anxious about understanding publics’ inspirations and using these visions to create movements that promote brands and inspire persons to buy their products. It is an innovative and often spontaneous process (Ivy, 2008). The technology used to attain this, though, requires talents in arithmetic, figures and calculating. Three zones of marketing which have been converted by online platform are the speediness, significance, and spread of campaigns. Marketers need to bring up-to-date their talents in order to create the most of these fast-moving, and highly relevant campaigns through digital. They need to work carefully with data authorities, web designers and social media specialists. The marketer of the future desires to syndicate marketing and innovative skills with a thoughtful of real-time technology. An energetic excellence for marketers in the fast-changing digital situation is interest, rather than any exact practical information. It’s not about a specific instrument or structure, it is about being interested about other opportunities because the tool which we are using today will be different from the tool which we will be using in near future or we have used in past time (Bampo et al, 2008).

Marketing operations in Australia are surely not as the part of this fast growing digital marketing, but it is being carried significant. With trades incapable to keep leap with growing customer actions and the advertising background, the burden is on to put promoting operations—expert persons, well-organized procedures, and understanding tools—in a place to permit products to not unprejudiced attach with clients but also outline their communication (Dolnicar and Lazarevski, 2009).

While promoters are boarding on an extensive collection of “digital alterations” to redesign company’s processes and operating models, several of these determinations are foiled by advertising’s trouble in transporting on its ambitions. Latest study originate an amazing 84 % of promoters are not have an official gratified plan or process to nourish their rising horde of advertising networks, and they also there is absence of formally managed content (Filipe Lages, Lu?s Abrantes and Raquel Lages, 2008).

This condition frolicked out at worldwide customer-products corporation, that proverb year-over-year gratified expenditure increase by additional than 25 % as a consequence of its determinations to develop more consumer-centric. Though there was no merging policy, supremacy, or arrangement to make consistency for online sites, blogs, YouTube, social media, mobile, and customer relationship management. Digital advertising processes have forced Australia to include the submission of competencies, methods, erections, and new upgrades to economically activity and measure the communicative, aiming, customized, and proper utilization of digital modes (Rahbar and Abdul Wahid, 2011). Marketing processes have a dire role in lashing bottom-line development. That competence straight allows the rapidity, nimbleness; iterative expansion, research, and receptiveness that progressive businesses must respond and outline the market. Marketers of Australia are attentive of what wants to be complete, and a lot of them are having captivating style. Nevertheless that frequently sores down to applying new innovation podiums, adding crown total, cumulative online distributions inside the promoting-spending combination. Though these are significant phases, company will resolve this task. Basically, present advertising processes plea aimed at the attentive, thoughtful expansion of novel procedures, management, then supremacy.

References:

Bampo, M., Ewing, M.T., Mather, D.R., Stewart, D., and Wallace, M. (2008) The effects of the social structure of digital networks on viral marketing performance. Information systems research, 19(3), pp.273-290.

Berthon, P.R., Pitt, L.F., Plangger, K. and Shapiro, D. (2012) Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business horizons, 55(3), pp.261-271.

Dakar, B., Favre, P., Gayrard, P. and Lancon, E. (2012) Systems and method for costing of service proposals [online]. Available from: [Accessed12/7/18]

Dolnicar, S. and Lazarevski, K. (2009) Marketing in non-profit organizations: an international perspective. International marketing review, 26(3), pp.275-291.

Filipe Lages, L., Lu?s Abrantes, J. and Raquel Lages, C. (2008) The stratadapt scale: A measure of marketing strategy adaptation to international business markets. International Marketing Review, 25(5), pp.584-600.

Ivy, J. (2008) A new higher education marketing mix: the 7Ps for MBA marketing. International Journal of educational management, 22(4), pp.288-299.

Law, L (2017). Trends in 2017 impacting global marketing [online]. Available from: [Accessed 11/7/18].

Rahbar, E. and Abdul Wahid, N. (2011) Investigation of green marketing tools' effect on consumers' purchase behavior. Business strategy series, 12(2), pp.73-83.

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