November 30, 2017
With the increasing competitiveness of the business market during the last 20 years, businesses have found new opportunities for growth, development, and entrepreneurship. Such rapid changes have also caused shifts in habits, customs, ways of thinking, and the relationships between individuals (Hollensen, 2015). The competitive market requires rapid, creative, and strategic decisions and organizations to abandon traditional marketing models for new models of management. The rapidity with which changes occur, especially today, mandates that organizations increase efficiency and transform business management into complex systems (Atwal & Williams, 2009). Marketing has developed alongside these advances and has endured the uncertainties that ensue.
The company should shift from traditional marketing to consumer-targeted marketing in order to have a long-term success using brand-related experience, the communication, and connection from the consumers will make a lasting difference in the way they see Marketed the brand and have a long-lasting acceptance. The traditional which used any form of printing adds has been lowered due to the e-marketing from the new millennium on Facebook, web, and all other electronic forms of communication and their software.
The apex of the global economy began in the 1990s with the globalization of strategic alliances, partnerships, associations, outsourcing, crises, more frequent mergers and acquisitions and customers increasingly wanting to shop in dedicated and customized environments with prepared employees who are supported by technological structures. In other words, customers started to want more human contact. Providing these services is a challenging task; it is particularly difficult to offer meetings between clients and service providers that create a satisfactory experience. An organization that wants to conquer the market in such a competitive environment must understand the needs of the consumer and find solutions to meet those needs through innovation, the quality of products, services offered, and customer service (Palmer & Koenig-Lewis, 2009). Products, services, prices offered, as well as communication and relationship programs must be translated continuously until the desired image of the product is perfect. This is only possible with information about the needs and wishes of customers as well as the organization’s commitment to fully meet the expectations of the target audience without ever straying from the orientation towards achieving the organizational, personal, and professional goals to which it aspires (Hollensen, 2015).
Marketing offers a set of tools and techniques whose application is restricted to a group of specialists familiar with those tools. Traditional Marketing which had been proven success by using the traditional promotion or the old style of print advertising, newsletters, flyers, billboards, or any other form of print ads. Marketing is characterized by the management process that enables services and goods to move to the clientele. In this process, the product or service is initially identified and then presented to the client, who then becomes more well-informed about the product or service. The basic functions of marketing are identifying the needs of consumers and developing products that satisfy those needs (Hollensen, 2015). At a broader level, marketing is a belief which guides the thinking of corporations; starting from the beginning of the decision-making process to the actual implementation of the projected plan, marketing will change the pillars of an organization’s activities and a set of tools, techniques, activities to which the organization’s customers and audience are presented (Hoffman & Fodor, 2010).
The industry demands that companies switch from a traditional marketing approach to a consumer-targeted marketing approach. The most important difference between the two approaches is that, with a consumer-targeted approach, companies market what they aspire to see or expect from their services and sell products based on their customers’ perspectives. In this context, marketing is related to the creation and identification of value. Therefore, the marketing function of an organization extends beyond identifying the needs and desires of the consumer to determine which target markets the organization can best serve so that it can plan products, services, and programs that satisfy those markets. The essence of marketing lies in the development of exchanges in which organizations and customers voluntarily participate in transactions that benefit both. (Kottler, Philip, and Armstrong, Gary (2006)).
As the vice president of marketing for a company, I would explain to the sales team the significant requirements of change. This era requires speed and efficiency for
which we will have to switch from traditional marketing were the Printed adds would take time and sometimes delivered to the customers after the special had expired. (Berthon, Pitt, Planger, & Shapiro, 2012). Hence, we will offer customers what they want and demand by electronic web and media which are within hand's reach, and will eventually bolster the overall standing of our organization. By utilizing the new media, we have the opportunity to target our customers by age, sex, likes, millennium or baby boomers and deliver just what they want on the right time and customers targeted.
Businesses have adopted modern technology, such as the Internet, and innovative marketing methods because of the direct impact those tools have on clientele. Yet marketing ability, with the evolution of computing, any help form a skilled administrator can accomplish the traditional tasks of a marketer by collecting, analyzing, and disseminating data via electronic targeted. However, marketing has undergone major changes from print to electronic delivery, and these adaptations show that the field is thriving and has become strong enough to influence the strategic decisions of organizations (Atwal & Williams, 2009).
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Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons, 55(3), 261–271.
Hoffman, D. L., & Fodor, M. (2010). Can you measure the ROI of your social media marketing? MIT Sloan Management Review, 52(1), 41.
Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education.
Palmer, A., & Koenig-Lewis, N. (2009). An experiential, social network-based approach to direct marketing. Direct Marketing: An International Journal, 3(3), 162–176.
Kotler, Philip, and Armstrong, Gary (2006). Principles of marketing (11th ed.) Upper Saddle River, NJ: Pearson Prentice-Hall