Emerging trends, Development

and Practise
Module-6
Table of Content

• Emerging Trends in Marketing

• Sustainable and Ethical Marketing Practices

• Role of AI in Marketing
Emerging Trends in Marketing

The marketing landscape worldwide is undergoing a remarkable

transformation, driven by technological advancements, shifting consumer
expectations, and a growing emphasis on sustainability. It’s important that
marketers understand these dynamics to remain competitive and responsive to
the changing marketplace, ultimately driving growth and success in their
strategies.
Overview of the
Changing Marketing
Landscape
Technological Advancements

The rapid adoption of digital technologies has revolutionized marketing

practices. For instance, companies like Zomato , Blink it and Swiggy leverage
big data analytics to personalize user experiences. By analyzing customer
preferences and ordering patterns, these platforms offer tailored
recommendations and targeted promotions, enhancing user engagement
and driving sales.
Consumer Expectations

Indian consumers are becoming increasingly aware of brand values and practices.

A 2023 survey by Nielsen indicated that 73% of Indian consumers are willing to
change their consumption habits to reduce environmental impact. Brands like Tata
Tea have embraced this shift by promoting ethical sourcing and sustainability in
their marketing campaigns, resonating with socially conscious consumers.
Sustainability Focus

The rise of green marketing is evident in various sectors. For example, Wipro
Consumer Care has launched a range of eco-friendly products under the brand
“Wipro Eco Energy”, which focuses on sustainable packaging and biodegradable
ingredients. Their marketing strategies emphasize their commitment to
environmental sustainability, appealing to consumers seeking eco-conscious
alternatives.
Diverse Market Segments

With over 65% of India's population living in rural areas, rural marketing has gained
significant importance. Companies like Hindustan Unilever have successfully
penetrated rural markets by tailoring their products and marketing strategies. The
“Shakti Initiative”, which empowers rural women to become micro-entrepreneurs
selling Unilever products, exemplifies how brands can effectively engage with rural
consumers while driving economic empowerment.
Integration of Multi-Channel
Approaches
The rise of omnichannel marketing is transforming how brands engage with
consumers. Nykaa, a beauty and wellness e-commerce platform, has effectively
integrated its online and offline channels. Through a robust social media presence
and physical stores, Nykaa offers a seamless shopping experience, allowing
consumers to explore products both digitally and in-store, enhancing brand loyalty
The Impact of Social Media

Social media continues to play a pivotal role in shaping marketing strategies in

India. Brands like Mamaearth have leveraged platforms like Instagram and
Facebook for effective engagement with younger audiences. Their use of user-
generated content and influencer collaborations has increased brand visibility
and customer interaction, highlighting the power of social media in modern
marketing.
Direct Marketing
Direct Marketing is a marketing strategy that enables businesses to communicate
directly with consumers without intermediaries.

The aim is to prompt a response or encourage a transaction through targeted messages

designed for specific audiences.

Direct marketing as a system of marketing by which organizations communicate

directly with customers through various media to solicit a response or transaction.
According to Kotler, direct marketing focuses on building a direct relationship with
customers, allowing for personalized communication and engagement.
Types of Direct Marketing
Email
Marketing
Social
Media Direct Mail
marketing

Event Telemarketi
marketing ng

Text
Door to
Message
Door Sales
marketing

Online
Television
Advertising
Catalogue
Marketing
Advantages & Disadvantages of Direct
Marketing

Assignment
E-Marketing

E-Marketing, or electronic marketing, refers to the practice of

promoting products or services through electronic media, primarily
the internet. It encompasses a wide range of online marketing
strategies and tactics aimed at reaching consumers and driving
sales.
Tools for E-Marketing
Email Marketing:
Sending promotional messages and newsletters directly to consumers' inboxes.
Search Engine Marketing (SEM):
Promoting websites by increasing their visibility in search engine results pages, often through paid
advertising.
Social Media Marketing:
Using social media platforms to engage with audiences, build brand awareness, and promote products or
services.
Content Marketing:
Creating and distributing valuable content (blogs, videos, infographics) to attract and retain customers.
Tools for E-Marketing
Affiliate Marketing:
Partnering with affiliates who promote products and earn a commission for sales generated through
their referrals.
Influencer Marketing:
Collaborating with influencers to leverage their reach and credibility in promoting products to their
followers.
Pay-Per-Click (PPC) Advertising:
Online ads where businesses pay a fee each time their ad is clicked, driving traffic to their websites.
Display Advertising:
Visual ads (banners, videos) placed on websites and social media to attract user attention.
Societal Marketing
Marketing philosophy that emphasizes the responsibility of businesses to consider the social
and environmental impacts of their marketing strategies. This approach integrates
consumer needs, company profits, and societal welfare into decision-making, going beyond
traditional marketing principles.

Coca-Cola's "World Without Waste" Initiative

Coca-Cola has launched the "World Without Waste" initiative, committing to collect and
recycle a bottle or can for everyone sold by 2030. The campaign focuses on sustainability and
reducing plastic waste, acknowledging the environmental challenges posed by single-use
plastics.
More Definition

The societal marketing concept is a marketing strategy that prioritizes human

welfare and social responsibility over profits. It's an advanced form of
corporate social responsibility (CSR) and sustainable marketing.

The societal marketing concept is a marketing philosophy that considers a

company's impact on society when making marketing decisions. It's also
known as the "concept of people" or "concept of intelligent consumption.

Example The Body Shop , Surf Save Water

Benefit

• Consumer Needs: Addresses growing consumer concerns about

environmental sustainability and plastic pollution.

• Company Profits: By aligning with consumer values, Coca-Cola aims to

enhance brand loyalty and maintain market competitiveness.

• Societal Welfare: Contributes positively to the environment by reducing

waste and promoting recycling, benefiting communities and ecosystems.
Social Marketing

Social Marketing is a strategic approach that uses marketing principles and

techniques to influence behavior change for the benefit of individuals and
society as a whole. Unlike traditional marketing, which focuses primarily on
selling products or services, social marketing aims to promote social good and
address public health, environmental, and social issues.

Example Swatch Bharat , Beti Bachao Beti Padhao , Smoking kills

Social Marketing

Social Marketing is a strategic approach that uses marketing principles and

techniques to influence behavior change for the benefit of individuals and
society as a whole. Unlike traditional marketing, which focuses primarily on
selling products or services, social marketing aims to promote social good and
address public health, environmental, and social issues.

Example Swatch Bharat , Beti Bachao Beti Padhao , Smoking kills

Assignment
Difference Between Societal Marketing and Social Marketing.
Green Marketing

Green Marketing refers to the practice of promoting products and services

based on their environmental benefits. This marketing approach focuses on
sustainability, eco-friendliness, and the ethical implications of purchasing
decisions. Green marketing aims to cater to the growing consumer demand for
environmentally responsible products while also addressing ecological issues.

Examples- Organic India , Godrej , ITC , Renew Power, Coca Cola, Starbucks
Key Features of Green Marketing
Eco-Friendly Products:
Promotes products that are designed to be environmentally sustainable, such as those
made from recycled materials or biodegradable substances.
Sustainable Practices:
Involves sustainable production methods, including reduced energy consumption, minimal
waste generation, and ethical sourcing of raw materials.
Transparency:
Green marketing emphasizes honesty and transparency about the environmental impact of
products and the company's practices.
Consumer Education:
Educates consumers about the environmental benefits of products, encouraging them to
make informed choices that contribute to sustainability.
Green Washing

Greenwashing refers to the practice of companies misleading consumers about the

environmental benefits of their products or practices. It involves making false or
exaggerated claims regarding the sustainability and eco-friendliness of their
offerings to capitalize on the growing demand for environmentally conscious
products.
Nestlé India:

Nestlé has launched various initiatives promoting sustainability, but the company has faced
criticism for its plastic use in packaging and sourcing practices, which can be seen as
contradictory to its green marketing efforts.
Customer Relationship Marketing

Customer Relationship Marketing (CRM) is a marketing strategy focused on

building long-term relationships with customers to enhance customer
satisfaction and loyalty. Unlike traditional marketing approaches that focus
primarily on acquiring new customers, CRM emphasizes understanding and
nurturing existing customer relationships to foster loyalty and repeat business.
Example

• Amazon Big billion Sale for Prime Members, Starbucks Loyalty Programme

• Coca-Cola runs personalized marketing campaigns, such as printing names

on bottles, to create a personal connection with consumers and encourage
social sharing.

• Zomato engages with customers through feedback and reviews, using this
data to enhance user experience and offer personalized restaurant
recommendations.
Rural Marketing

Rural marketing refers to the strategies and practices employed by businesses

to promote and sell products or services in rural areas. It involves
understanding the unique needs, preferences, and behaviors of rural
consumers, who may differ significantly from their urban counterparts.

Example – HUL , Coca , ITC E chaupal , Amul

 Emerging trends,
Development and Practise
New Terms and Forms
Neuromarketing
Neuromarketing is a field that combines neuroscience and marketing to understand how
consumers' brains respond to marketing stimuli. It uses techniques from neuroscience, such as
brain imaging and physiological measurements, to study consumer behavior and decision-making
processes.

Example:
Asian Paints: Asian Paints used neuromarketing techniques to understand consumer preferences for
color and design. They conducted eye-tracking studies to see which colors and patterns attracted the
most attention in their advertisements. This research helped them tailor their marketing campaigns
and product offerings, ensuring they resonated better with their target audience and ultimately
increased customer engagement and sales.
Digital Marketing
Digital marketing refers to the use of digital channels and technologies to promote products
and services to consumers. It encompasses a wide range of online marketing activities,
including search engine optimization (SEO), social media marketing, email marketing, content
marketing, and online advertising.

Example:
Zomato: The food delivery platform Zomato effectively uses digital marketing through targeted
social media campaigns, engaging content, and personalized email marketing. Their creative
use of humor and relatable content on platforms like Instagram and Twitter helps build brand
loyalty and engage with their audience, resulting in increased user acquisition and retention.
Data Driven Personalization
Data-driven personalization refers to the practice of using data analytics to tailor marketing
messages, offers, and experiences to individual consumers based on their behavior,
preferences, and demographic information. This approach aims to enhance customer
engagement and improve conversion rates by providing relevant content and recommendations.

Example:
Netflix: Netflix employs data-driven personalization by analyzing viewer behavior, such as watch
history and ratings, to recommend content tailored to individual preferences. This
personalization enhances user experience and keeps subscribers engaged, significantly
contributing to Netflix's customer retention and satisfaction.
Content Marketing
Content marketing is a strategic approach focused on creating and distributing valuable, relevant,
and consistent content to attract and engage a clearly defined audience. The goal is to drive profitable
customer action by providing informative and entertaining content that builds trust and authority.

Example:
HubSpot: HubSpot is well-known for its content marketing strategy, which includes producing high-
quality blogs, eBooks, webinars, and tutorials on inbound marketing and sales. By offering valuable
resources and insights for free, HubSpot attracts potential customers, builds brand loyalty, and
establishes itself as an authority in the marketing industry, ultimately generating leads and driving
sales.
AI Powered Personalization
AI-powered personalization refers to the use of artificial intelligence technologies to analyze data
and deliver customized experiences, products, or services to individual users. This approach
leverages machine learning algorithms and predictive analytics to understand consumer behavior
and preferences, enabling brands to create highly tailored marketing strategies.

Example:
Amazon: Amazon uses AI-powered personalization to recommend products to users based on their
browsing history, previous purchases, and other customer data. The recommendation engine
analyzes vast amounts of data to suggest items that individual customers are likely to be interested
in, enhancing the shopping experience and increasing sales through personalized suggestions.
Voice Search Optimization
Voice search optimization refers to the process of enhancing online content and website structure to
improve visibility and ranking in voice search results. As voice-activated devices and virtual
assistants (like Siri, Alexa, and Google Assistant) become increasingly popular, optimizing for voice
search involves focusing on natural language, conversational queries, and local search intent.

Example:
Domino's Pizza: Domino's has implemented voice search optimization by allowing customers to
order pizza using voice commands through virtual assistants like Alexa. They have optimized their
website and app for voice queries, making it easy for users to order by simply speaking their
preferences, resulting in a seamless and convenient customer experience.
Short Form Videos
Short form videos are brief video clips typically lasting from a few seconds to a couple of
minutes. They are designed for quick consumption and are often shared on social media
platforms like TikTok, Instagram Reels, and YouTube Shorts. This format is increasingly
popular for engaging audiences and conveying messages rapidly.

Example:
BuzzFeed Tasty: BuzzFeed's Tasty brand is known for its short form cooking videos that
demonstrate recipes in under a minute. These visually appealing and easy-to-follow clips
engage viewers by showcasing quick meal preparations, making them highly shareable and
effective for driving traffic to their website and social media channels.
Conversational Marketing
Conversational marketing is a customer engagement strategy that uses real-time, personalized
conversations to communicate with potential and existing customers. It often involves the use of
chatbots, messaging apps, and live chat features to facilitate direct dialogue, answer questions, and
guide users through the buying process.

Example:
Sephora: Sephora utilizes conversational marketing through its chatbot on Facebook Messenger,
which allows customers to ask questions about products, receive personalized beauty
recommendations, and even book in-store appointments. This interactive approach enhances
customer experience, drives engagement, and helps increase sales by providing immediate assistance
and tailored recommendations.
Sustainable Marketing

Sustainable marketing refers to promoting products and services in a way that

prioritizes environmental sustainability and social responsibility, ensuring that the
needs of the present are met without compromising future generations.

Example:
Patagonia: The outdoor clothing brand Patagonia is well-known for its commitment
to sustainability. They encourage customers to buy only what they need, repair their
gear, and recycle old products through initiatives like their “Worn Wear” program,
which promotes reusing and recycling clothing to reduce waste.
AR and VR Experience
Augmented Reality (AR) and Virtual Reality (VR) are immersive technologies that enhance or create
digital experiences. AR overlays digital information onto the real world, while VR creates a fully
immersive virtual environment. Both are used in marketing to engage customers, create memorable
experiences, and enhance product interaction.

Example:
IKEA: IKEA uses AR technology through its IKEA Place app, allowing customers to visualize how
furniture will look in their homes before making a purchase. Users can point their smartphone
cameras at a space, and the app overlays 3D models of IKEA products, enabling them to see how
different items fit and match with their existing decor. This interactive experience helps consumers
make informed decisions and increases confidence in their purchases.
Influencer Marketing
Influencer marketing is a form of social media marketing that involves collaborating with individuals who
have a significant following and influence within a specific niche or industry. Brands leverage these
influencers to promote their products or services, as the influencer's endorsement can enhance credibility
and reach a targeted audience.

Example:
Nykaa: Nykaa, an Indian beauty and cosmetics retailer, effectively utilizes influencer marketing by partnering
with beauty bloggers and social media influencers to promote their products. These influencers create
content showcasing Nykaa products, share reviews, and offer makeup tutorials, thereby reaching their
followers and driving traffic and sales to Nykaa’s platform. This strategy has significantly contributed to
Nykaa's growth and brand visibility in the competitive beauty market.
Omni Chanel Marketing
Omnichannel marketing is a customer-centric approach that integrates various marketing channels—both online

and offline—to create a seamless and cohesive shopping experience. This strategy ensures that customers can

engage with a brand through multiple touchpoints, such as websites, social media, mobile apps, and physical stores,

with consistent messaging and experience across all platforms.

Example:

Starbucks: Starbucks implements omnichannel marketing by allowing customers to interact with the brand

through its mobile app, website, and physical stores. Customers can order ahead through the app, earn rewards, and

customize their orders. The integration of these channels provides a convenient experience, enabling customers to

choose how they want to engage with Starbucks, whether it's picking up their order in-store or enjoying their

beverage at home.
Increase of Nano Influencers
Nano influencers are social media users with a relatively small following, typically ranging from 1,000 to 10,000 followers.

Despite their limited reach, they often boast high engagement rates and close-knit relationships with their audience,

making them valuable for brands looking to connect authentically with niche markets. The rise of nano influencers reflects

a shift towards more personalized and relatable marketing.

Example:

Fashion Brands: Many emerging fashion brands are increasingly collaborating with nano influencers for product launches

and campaigns. For instance, a local clothing brand might partner with a nano influencer known for their unique style and

engaged followers. This collaboration can lead to authentic content showcasing the brand’s products in real-life settings,

resulting in higher trust and engagement compared to partnerships with larger influencers. Brands benefit from the cost-

effectiveness and the genuine connections nano influencers have with their followers, driving targeted awareness and sales.
AI in Marketing
Artificial Intelligence (AI) refers to the simulation of human intelligence
processes by machines, particularly computer systems. In marketing, AI is used
to analyze data, predict consumer behavior, automate tasks, and enhance
customer experiences. It enables businesses to make informed decisions and
deliver personalized content at scale.

Netflix: Netflix uses AI algorithms to analyze viewer data and preferences,

allowing the platform to provide personalized recommendations for shows and
movies. This AI-driven approach enhances user experience by helping
subscribers discover content that aligns with their tastes, significantly
increasing viewer engagement and retention.
Generational Marketing
Generational marketing is a strategy that targets consumers based on their generational cohorts, such as Baby Boomers,

Generation X, Millennials, and Generation Z. Each generation has distinct values, preferences, and buying behaviors

influenced by their upbringing, technological advancements, and cultural trends. Understanding these differences allows

brands to tailor their marketing messages and products effectively.

Example:

Nike: Nike employs generational marketing by creating campaigns that resonate with specific age groups. For instance,

their advertisements featuring younger athletes and social issues appeal strongly to Millennials and Generation Z, who

value inclusivity and social responsibility. In contrast, they may market more classic styles and fitness-focused messages

to older generations like Baby Boomers and Generation X, who might prioritize performance and reliability. This

targeted approach helps Nike connect with diverse consumer bases and strengthen brand loyalty across generations.