Module 5: New Trends in Marketing

M.C. Rashid Khan

 Conceptual Trends

▪ Operational Symbiosis of Marketing with other Functions:

▪ Be Different
▪ Profit from Complaints
▪ Customer Satisfaction to Customer Value Management
▪ Standard of Living to Quality of Living
▪ Innovation is central to Marketing
▪ Commodity oriented seller market to a brand oriented buyers market
▪ Mass production to segmentation to mass customization
Methodological Trends
 Neuro Marketing
 Viral Marketing
 Surrogate Advertising
 Sustainable/ Green Marketing
 Social Marketing
Methodological Trends
 Video Marketing
 Content Marketing
 Influencer marketing
 Metaverse marketing
 Personalization and Customer-Centric Marketing
 Chatbots and AI-Powered Customer Support
 Ambush/ Gorilla Marketing
Neuro Marketing
 It is a new field of marketing research that studies consumers' sensorimotor,
cognitive, and affective response to marketing stimuli.
 Functional magnetic resonance imaging (fMRI) to measure changes in
activity in parts of the brain,
 Electroencephalography (EEG) and Steady state topography (SST) to
measure activity in specific regional spectra of the brain response, and/or
sensors to measure changes in one's physiological state, also known as
biometrics, including (heart rate and respiratory rate, galvanic skin
response) to learn why consumers make the decisions they do, and which
brain areas are responsible.
Viral Marketing
 Viral marketing is a strategy that aims to create a buzz around a product,
service, or idea by encouraging people to share it rapidly and extensively
through word-of-mouth, social media, email, or other means of online
communication.
 The goal is to leverage the power of networks and social sharing to generate
widespread brand awareness and engagement.
Surrogate Advertising
 A marketing tactic where a company uses the brand image of one product in
order to promote the other product.”
 Any advertisement in which there is a clear recall of actual product can be
termed as Surrogate advertising
 Khoob Jamega Rang Jab Mil Baithenge teen Yaar……..App…Main aur
Bagpiper……(Soda)
 Aristocrat a Whisky brand advertised apple juice
 Red & White and Four Square brand of cigarette are making the present felt
by sponsoring bravery awards
Sustainable /Green Marketing
 Green marketing is the practice of marketing products or services based on their
environmental benefits.
 Green marketers often highlight the sustainable aspects of their products, such as
the use of recycled materials, energy efficiency, or reduced environmental impact.
 Also known as eco-marketing or sustainable marketing

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Social Media Marketing
 Social Media Marketing is a marketing technique to improve traffic, brand
awareness and selling using social network sites
 Why people will come to your page:Educate , Entertain, Convince , Inspire
 Social commerce: Social commerce is the process of selling products and
services directly through social media platforms. This is a relatively new trend, but
it is growing rapidly.
 For example, the social media platform Instagram now allows businesses to sell
products directly through the app. This makes it easy for businesses to reach
potential customers who are already spending time on Instagram.
Video Marketing
 Video content has gained immense popularity, especially on
platforms like YouTube, TikTok, and Instagram.
 For instance, GoPro effectively uses user-generated content to
showcase the capabilities of their action cameras.
 Example: TikTok's "Hashtag Challenges" where brands challenge
users to create content around a specific hashtag, engaging the
platform's younger audience.
Content Marketing
 Content marketing remains a dominant trend, with businesses creating valuable,
relevant content to engage and educate their audience.
 Interactive content such as quizzes, polls, and shoppable videos.
 For instance, Sephora's Virtual Artist app allows users to virtually try on makeup
before making a purchase.
 For example, Red Bull's content marketing strategy includes producing extreme
sports videos and lifestyle content, promoting their energy drink indirectly.
Influencer marketing
 Influencer marketing is a type of marketing that involves collaborating with
social media influencers to promote products or services to their followers.
Influencers have built a trust with their audience, so when they recommend a
product, their followers are more likely to purchase it.
 Example: The beauty brand Glossier has partnered with influencers on
Instagram to promote their new lip gloss. The influencers have shared photos
and videos of themselves using the lip gloss and their followers have
responded positively, with many commenting that they want to try it for
themselves
Metaverse Marketing
 The metaverse is a virtual world that is still under development, but it has the
potential to revolutionize marketing. Marketers are already beginning to
experiment with ways to reach consumers in the metaverse through virtual
experiences and products.
 Example: The fashion brand Nike has created a virtual store in the metaverse where
customers can try on and purchase digital sneakers.
Ambush Marketing

✓ Ambush marketing is a marketing strategy that involves a company

associating itself with a popular event, team, or celebrity without paying to
be an official sponsor.
✓ Ambush marketers often use guerrilla tactics to get their messages across,
such as placing ads near event venues or using social media to generate buzz.