UNIT 5

RECENT DEVELOPMENTS IN
MARKETING
 SOCIAL MAKETING
 ONLINE MARKETING
 DIRECT MARKETING
 SERVICES MARKETING
 GREEN MARKETING
 RURAL MARKETING
 CONSUMERISM
 SERACH ENGINE MARKETING
 MOBILE MARKETING
 MARKETING ANALYTICS
 SOCIAL MEDIA MARKETING
 E MAIL MARKETING
 LIVE VIDEO STRAMING MARKETING
 NETWORK MARKETING
 ONLINE MARKETING OR E-MARKETING

 On-line marketing or E-marketing means using digital technologies to help sell

the goods or services. These technologies are a valuable complement to
traditional marketing methods whatever the size of company or business
model.
 It is a web-based channels to spread a message about a company’s brand,
products or services to its customers.
 The methods and techniques used for online marketing includes e-mail, social
media, display advertising, google AdWords, etc.,
ONLINE MARKETING TOOLS

 E-MAIL MARKETING
 SOCIAL MEDIA MARKETING
 SEARCH ENINE OPTIMISATION
 DISPLAY ADVERTISING
 SEARCH ENGINE MARKETING
 VIRTUAL EVENTS & WBBINARS
 CONTENT MARKETING
 VIDEA MARKETING
 MARKETING ANALYTICS
 LINKEDIN ADS
 CUSTOMER RELATIONSHIP MANAGEMENT
CHARACTERISTICS OF ONLINE
MARKETING
 Online marketing is a process consisting of interrelated steps
 Online marketing makes use of the web and related digital technologies
 The global online marketing aims at maintaining and everlasting relationsips
with customers.
 Exchange concept is the core of online marketing
 Online marketing aims at securing the goals of both the seller and the buyer
ADVANTAGES OF ONLINE MARKETING

 Anytime marketing
 Wider choice
 Enhances consumer satisfaction
 Global access
DIRECT MARKETING

The marketing without intermediaries is called direct marketing .

The marketing done only through advertisement without help of any middlemen
is called as direct marketing.
In this type of marketing the producer himself encourages or motivates the
customers to buy goods or services.
It helps to establish, strengthen, deepen and maintain the relationship.
 According th William J Stanton, “Direct marketing as using advertising to
contact consuemrs who, in turn, purchase products without visiting a retail
store”
IT INCLUDES

 Immediate reaction from customers

 Direct mail, catalogue, telephone, television, internet, etc.,
 It has become wide and popular.
 Producers, sellers, service companies, nonprofit organizations, catalogue
merchants, etc use direct marketing.
 Here sellers and customers keep direct contact through different media.
 Advertisement is compulsory in direct marketing.
FEATURES OF DIRECT MARKETING

 No middlemen
 Customer-oriented
 Various forms
 Direct distribution channel
 Direct contact.
FORMS OF DIRECT MARKETING

 Direct mail and catalogue marketing

a) direct mail marketing
b) catalogue marketing
 Telemarketing
 Television marketing
 Online shopping
ADVANTAGES OF DIRECT MARKETING

 Focused approach
 Reduce wastages
 Frequency
 Immediate and flexible
 Lead time
 Personalization
 Measuring effectiveness
SERVICE MARKETING

SERVICE
Service is integral part of human life in modern day
& business market. A service is an act, deed,
performance or a rendering offer by one person to
another. It does not involve the transfer of any
tangible commodity.
SERVICE
MARKETING
Service marketing is a strategy which promotes and showcases the intangible
benefits and offerings delivered by a company to drive end customer value.
Sectors life hospitality, tourism, financial services, professional services, etc. use
service marketing to drive their business.
TYPES OF SERVICE MARKETING

 B2C
 B2B
 Post purchase service
IMPORTANCE OF SERVICE MARKETING

 Development of secondary and primary sector

 Rise in employment
 Upturn in national income
 Assistance to basic services
 Boost a nation’s image
 Upturn in exports
 Opportunities for more women
GREEN MARKETING
 GREEN MARKETING
 According to the American Marketing Association, green marketing is the
marketing of products that are presumed to be environmentally safe.
 On account of increasing global warming and other ecological disorder a
need for environment friendly products and services
 marketers these days either due to government pressure or as a social
responsibility has taken up green marketing i.e., marketing products and
services based on environmental factors or awareness.
 Green marketing is not just producing environment friendly products, it
also includes decisions relating to the entire process of company’s
products, such as methods of processing, packing and distribution.
 This concept also applies to marketing of services example: eco-
tourism, green capital, etc.
CHARACTERISTICS :

1. Products naturally grown

2. Products are recyclable, reusable and biodegradable
3. Products contains natural ingredients without preservatives
4. Products are made in a way that they do not damage or pollute the
environment
5. Products packing is eco-friendly.
 NEED, BENEFITS & IMPORTANCE :
 1. There is growing interest among the consumers all over the world regarding protection of
environment.
 2. Our quality of life is increasingly impacted.
 3. To fulfill the obligation of social responsibilities towards society.
 4. To comply with governmental policies and pressures.
 5. To be ahead of competitors, green marketing can be used as strategy.
 6. Effective & efficient use of natural resources can attained through green marketing.
 7. Helps in reducing costs on account of recycling.
 8. It helps in accessing the new markets where environmental standards are given prime importance
e.g., developed nations.
 9. Employees feel proud for being part of environmentally responsible company.
 10. Customers also feel satisfied by using green products as they contribute to nature.
PROBLEMS AND CHALLENGES :

1. Firms may use green marketing to mislead the customers by means of giving
false information.
2. Educating all the customers about use and need of green products is difficult.
3. Environmental policies are not uniform throughout the country and across the
globe this makes standardization of products difficult.
4. Green marketing involves huge capital investments in adopting
environmentally friendly technology and SMEs may not afford this.
5. Established companies fear alienating their base of mainstream consumers by
appealing to the green consumer.
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

 It is scattered as the product transacted in the rural market is scattered.

 Differences in quantities & qualities.
 Require more space.
 Warehousing & transportation.
 Arrangement for perishable products
 Demand aspect.
 Low price
FEATURES OF RURAL MARKETING

 Large, diverse and scattered market

 Major income of rural consumers is from agriculature
 Low standard of living
 Traditional outlook
 Infrasturute facilities
 Market growth
 Diverse socio-economic background
 Literacy in rural areas
 Purchasing capacity
IMPORTANCE OF RURAL MARKETING

 Future prospective
 Increase in per capita income
 Boosting of overall progress of company
 Media effect
 Growing literacy
 Social aswareness
 Improvement in farming
 Improvement in infrastructure and expantion of telecom network
 Improved banking and credit facility
SEARCH ENGINE MARKETING

Search engine marketing or SEM is a highly effective way to increase your ranking
on search engines like google, etc.,
Investing in SEM is a great way for you to grow brand awareness and increase
sales.
It is a type of digital marketing strategy that is focused on getting your company
or your client on the first page, if not the first position, of search engine results.
SEARCH ENGINE MARKETING CONCEPTS

 KEY WORDS
 CONCORDANCE
 TEXT AD
 Ad Group
 Campaign
 Landing page
 Search network
 Impressions
 Clicks
 CTR
 CPC
BENEFITS OF SEM TO BUSINESS

 It generates highly qualified traffic

 It generates visibility
 It generates conversations
 It gets the most out of the budget
 It gets measurable results
E-MAIL MARKETING

E-mail marketing is a marketing strategy that includes sending promotional e-

mails to customers. E-mail marketing is defined as “sales and marketing strategy
where a commercial message is sent to a specific audience to increase sales”
COMPONENTS OF E-MAIL MARKETING

 The subject line

 The greeting
 Marketing automation
 The content
 The CTA
 The unsubscribe button
ADVANTAGES OF E-MAIL MARKETING

 Cost effective
 Permission based
 Flexible design
 Scalable
 Personalization and increased sales
 Measurable
 Environmentally friendly
 Time saving
 Real time marketing
DISADVANTAGES

 Spam
 Undelivered e-mails
 Design problems
 Size issue
 Resources and skills
NETWORK MARKETING

Network marketing refers to that marketing in which marketing is done by

individuals for companies through the network of individual and not through the
network of the company.
 It is primarily used by producers to increase their sales
 It widen the reach of market and meet customers at different levels.
 It attract more customers.
 It involves multi level structured network of individuals selling the outcomes
of a business.
 In this process, a commission is received on the agents operating profits.
 It is also called as multi level marketing (MLM), mobile phone marketing, or
by various similar names,
 It delivers products virtually.
 It provides part time job to people.
 Examples: Amway, Mary Kay Cosmetics, Tupperware, clothes, jewels. Etc.,
TYPES OF NETWORK MARKETING

 Single-tier form of network marketing \

 Two-tier form of network marketing
 Multi-level form of network marketing
ADVANTAGES

 No limit on the size of the network marketing structure.

 No need to relay on advertising
 No need to spend more on storage and distribution.
 More earnings for distributors
DISADVANTAGES

 Difficult to predict production targets.

 Over stocking
 Limited scope for manufacturers.