Contemporary

Issues and Cases

in Marketing
- Prof. Shashank Divekar
 Marketing 2021 – Key Trends
➢ Increased complexity in consumer purchasing decisions

➢ Segmentation getting increasingly complex

➢ Enhanced use of Social media marketing

➢ Personalized, data-driven communication and product design

➢ Mobile communication becoming the center of marketing

➢ Transparency will dictate brand-customer relationships

➢ Digital marketing has become a major part of modern consumerism

➢ Providing more authentic content,

➢ Leveraging chatbots and voice search

➢ Creating an engaging user experience

 Experiential Marketing

Experiential marketing, also called 'engagement marketing', is a

marketing strategy that invites an audience to interact with a business
in a real-world situation.

Experiential marketing aims to put the consumer at the center of the

action, not the product or service.

It is a strategy that engages consumers using branded experiences.

Sometimes referred to as “a memorablive marketing” or “event
marketing experience,” the idea is to create a lasting impact on the
consumer.

According to Forbes, experiential marketing can bolster a lasting

connection between customers and a brand. It can also allow the
marketers to collect vital data about participating consumers which
can then help improve the marketing and branding strategy.
 Forget 4 P’s. Welcome 4 E’s
Author: Brian Fetherstonhaugh
CEO – OgilvyOne Worldwide

EXPERIENCE
(Product)

EVANGELISM EXCHANGE
(Promotion) (Price)

EVERYPLACE
(Place)

People don’t buy only products.

They buy experiences and emotions.
 Experience

Product Experience (PX) refers to customer experiences while using the

product- this includes their emotions, thoughts, and motives. It is a
subset of the customer experience that is associated with the product.

Placing a focus on product experience is in line with customer-centric

approaches to product development and embracing design thinking

What the customer experiences and how they experience it Is the

product from their perspective. If it doesn’t do what they want and
how they want it, it’s not meeting expectations. Negative
consequences could follow.

When a customer's own experience with a product is good, it can

lead to higher satisfaction, strengthened loyalty, better word-of-mouth
marketing as well as stronger market reputation.
 Exchange
“Price is what you pay.. Value is what you get.”

The price of a product and service is still an important factor, however it’s
more about what the customer gets in exchange. This is where value
becomes important. So, the entire focus of marketing is now on Value
rather than price.

Consumers use value to evaluate the worth of the offerings as compared to

competitive offerings. The exchange value concept is a medium for
achieving a more balanced relationship between buyer and seller in the
market place.

A great example of Exchange in practice is the model adopted by many

SaaS (Software as a Service) companies, who offer freemium services as a
way to demonstrate their value through a high-quality experience and thus
secure a purchase on a long-term basis.
 Everyplace
The concept of ‘Everyplace’ replacing ‘Place’ owes it’s origin to the
internet, especially the social media. Everyplace describes how a brand
or company needs to be available and seen at any time of the day.

The concept of Everyplace revolves around technology. Information is

available to customers everywhere.

The customer expects brands to be visible and available on different

mediums like websites and apps. The customer’s purchase path can no
longer be dictated and is chosen based on several factors like
convenience, and personal preference.

Many companies have embraced this change and have come up with
interactive websites and applications. The key is to identify where your
target audience hangs out online and engage with them frequently.
 Evangelism

The dictionary definition of Evangelism is to convert or seek to convert

someone. Nowadays, it is not only necessary for the company to
promote their product, but it is also imperative to make the customers
their evangelists.

Evangelism is activated through content marketing, social media,

traditional public relations, influencer blog posts, and through good,
word-of-mouth marketing.

The customers become apostles for the product and brand… once the
brand masters the other three E’s. A great customer experience, being
everyplace, and providing value in exchange for purchase – the
customers become the strongest sales influencer.
 4 E’s – Another Perspective

• Experience
• Engagement - Prof. Sally Kintz (CEO – Pool Communications
• Exclusivity
• Emotion
 Technologies to Drive Marketing in Future

1. Big Data
2. IoT
3. AI & Machine Learning
4. Virtual, Augmented & Mixed Reality

Big Data: This refers to extremely large data sets that may be analysed
computationally to reveal patterns, trends, and associations, especially
relating to human behaviour and interactions.

It is data that contains the three V’s: greater Variety, arriving in increasing
Volumes and with more Velocity.

Three additional dimensions to Big Data are Variability, Veracity and Validity.
 The Six V’s of Big Data

Volume: With big data, marketersl have to process high volumes of low-
density, unstructured data. This can be data of unknown value, such as
Twitter data feeds, Facebook ‘Likes’, clickstreams on a web page or a mobile
app, or sensor-enabled equipment. This data can run into tens of terabytes of
data. For some , it may be hundreds of petabytes.

Velocity: Velocity is the fast rate at which data is received and (perhaps)
acted on. Normally, the highest velocity of data streams directly into memory
versus being written to disk. Some internet-enabled smart products operate
in real time or near real time and will require real-time evaluation and
action.

Variety: Variety refers to the many types of data that are available. With the
rise of big data, data comes in new unstructured data types. Unstructured
and semi-structured data types, such as text, audio, and video, require
additional preprocessing to derive meaning and support metadata.
Contd.
 The Six V’s of Big Data
Contd.
Variability: Different kinds of data constantly flows in, like pictures, videos,
audios and text. Variability refers to data whose meaning is constantly
changing. Many a time, organizations need to develop sophisticated
programs in order to be able to understand context in them and decode their
exact meaning.

Veracity: Accurate analysis of captured data is virtually worthless if it’s not

accurate. Veracity refers to how accurate and realiable the data can be.

Validity: This refers to the relevance and recency of the data. In other words,
old, outdated and irrelevant is not of any use.
 Importance of Big Data

1. Better customer insights

2. Early market indications

Big Data importance doesn’t
revolve around the amount 3. Predicting market-trends and future needs
of data a company has. Its
importance lies in how the
4. Data-driven innovation
company utilizes the
gathered data.
5. Smarter recommendation and targeting

6. Protection of loyal customer-base

7. Optimize salesforce-planning and operations

8. Better customer interface

 Internet of Things (IoT)

IoT (Internet of Things) is an advanced automation and analytics system

which exploits networking, sensing, big data, and artificial intelligence
technology to deliver complete systems for a product or service. These
systems allow greater transparency, control, and performance when
applied to any industry or system.

IoT is the connection of everyday products like cars, alarm clocks, and
lights to computing devices via the internet. It allows them to exchange
data with each other, providing marketers with more context about their
customers' product usage.

IoT enables marketers to create totally different experiences in bridging

the digital and physical world and certainly when they dare to think out of
the box and beyond the pure aspect of personalized messaging.
 IoT and Marketing
IoT and digital disruption trends all point to the potential of IoT technology
to change the face of business and marketing intelligence.

As companies collect more data about customers and their behaviors, they
can learn how to create better products and services to meet their needs.

Marketers can also market these products and services more successfully by
personalizing marketing messages based on the data collected from each
individual customer.

Marketing will benefit from IoT in various ways:

✓ Easier exchange of data
✓ Smarter CRM
✓ Effective PLC Management
✓ Predictive Social Media
✓ Greater CTR (Click Thru Rate)
 Benefits of IoT to Marketing

• 100% CTR

• Enhancing Social Media experience

• Rapid product improvements

• Analysis of Consumer Behaviour more accurate

• Easier and accurate market identification

• Predictive advertising

• Improved personalization

• Marketing automation

• Overall improved customer engagement

Artificial Intelligence
& Machine Learning
 What is Artificial Intelligence

Artificial intelligence (AI) is a wide-ranging branch of computer science

concerned with building smart machines capable of performing tasks
that typically require human intelligence.

Artificial intelligence algorithms are designed to make decisions, often

using real-time data.

EXAMPLES OF ARTIFICIAL INTELLIGENCE

• Siri, Alexa and other smart assistants
• Self-driving cars
• Robo-advisors
• Conversational bots
• Email spam filters
• Netflix's recommendations
 Artificial Intelligence in Marketing

AI marketing uses artificial intelligence technologies to make automated

decisions based on data collection, data analysis, and observations of
audience or economic trends that may impact marketing efforts.

AI is often used in marketing efforts where speed is essential. AI tools use

data and customer profiles to learn how to best communicate with
customers, serve them tailored messages at the right time, ensuring
maximum efficiency.

For many of today’s marketers, AI is used to augment marketing teams or

to perform more tactical tasks that require less human nuance.
Artificial Intelligence in Marketing

AI marketing use cases include:

• Data analysis

• Natural language processing

• Media buying

• Automated decision making

• Content generation

• Real-time personalization
 Artificial Intelligence in Distribution
AI can help build more effective marketing strategies, improve the
customer journey, and change the way businesses attract, nurture,
and convert prospects.

Around the world, AI is making supply chains faster, more reliable

and more profitable. Tools collect valuable data and suggest actions
to streamline operations and boost profits.

Some AI technologies have already seen widespread adoption in

logistics, while some are just now emerging. With AI tools,
organisations are better equipped to:

✓ Provide better customer service

✓ Manage inventory more effectively and
✓ Conduct all field operations more efficiently
 AI in Supply-chain
1. Faster data-analysis

2. Forecasting Demand

3. Process Automation

4. Shipment Updates

5. Automated Warehouse Management

6. Optimized route planning

7. Monitoring product quality

8. Informed vendor selection

9. Improved customer support

10. Autonomous Shipping

Machine Learning
Machine Learning is a branch of artificial intelligence (AI) and
computer science which focuses on the use of data and algorithms to
imitate the way that humans learn, gradually improving its accuracy.

Machine learning is important because it gives enterprises a view of

trends in customer behavior and business operational patterns, as well
as supports the development of new products.

Many of today's leading companies, such as Facebook, Google and

Uber, make machine learning a central part of their operations.
Machine learning has become a significant competitive differentiator
for many companies.
 Machine Learning In Marketing

By tracking and analyzing data with the purpose of driving customer

engagement, machine learning has many applications in marketing:

➢ Predict customer lifetime value

➢ Predict customer churn
➢ Improving the customer journey
➢ Lead scoring
➢ Personalization
➢ Product Recommendations
➢ Dynamic Pricing
➢ Advt. Targeting
➢ Understand and predict RoI
 Machine Learning In Marketing

• Recommendation Engine on social media and online retail

• Customer Relationship Management - CRM software can use machine

learning models to analyze email and prompt sales team members to
respond to the most important messages first. More advanced systems can
even recommend potentially effective responses.

• Business intelligence - BI and analytics vendors use machine learning in

their software to identify potentially important data points, patterns of
data points and anomalies.

• Virtual assistants - Smart assistants typically combine supervised and

unsupervised machine learning models to interpret natural speech and
supply context.
A.I. for Marketing & Growth - Where do I start? How Artificial Intelligence is Changing Sales and Selling
https://www.youtube.com/watch?v=Ra_yTQnhf_8 https://www.youtube.com/watch?v=P9EzdZUQteQ
 Virtual Reality & Augmented Reality

Virtual Reality, or VR, is the use of computer technology to create

a simulated environment which can be explored in 360 degrees.

VR is an experience that essentially places the user “in” another

world or dimension. It may be used in reference to entirely digital
worlds, or worlds that incorporate a mix of real and virtual.

Unlike traditional interfaces, VR places the user inside the virtual

environment to give an immersive experience.

VR’s most immediately-recognizable component is the head-

mounted display (HMD). Human beings are visual creatures, and
display technology is often the single biggest difference between
immersive Virtual Reality systems and traditional user interfaces.
 Virtual Reality & Augmented Reality
Augmented reality (AR) is an enhanced version of the real physical
world that is achieved through the use of digital visual elements,
sound, or other sensory stimuli delivered via technology.

AR is an experience where designers enhance parts of users’

physical world with computer-generated input. Designers create
inputs—ranging from sound to video, to graphics to GPS overlays
and more—in digital content which responds in real time to
changes in the user’s environment, typically movement.

Virtual reality immerses users, allowing them to "inhabit" an

entirely different environment altogether, notably a virtual one
created and rendered by computers.

Augmented reality uses the existing real-world environment and

puts virtual information on top of it to enhance the experience.
 Neuro-Marketing

Neuromarketing is the application of neuroscience and cognitive

science to marketing. This can include market research that tries to
discover customer needs, motivations, and preferences that
traditional methods like surveys and focus groups can’t reveal.

The central concept of neuromarketing is strongly related to brain

activities, understanding the consumers' subconscious mind,
explaining consumers' preferences, motivations, and expectations,
and predicting consumers' behavior.

Brain scanning, which measures neural activity, and physiological

tracking, which measures eye movement and other proxies for that
activity, are the most common methods of measurement.

Neuromarketing is not to replace traditional marketing methods, but

rather to provide unique and complementary insights.
 Neuro-Marketing Techniques

✓ Eye tracking – This employs techniques to follow the eye

movement of the people participating in a study. This helps
answer a series of questions:
• How much attention do consumers pay to items
promoted near the store’s entrance?
• Do clients really read posters and billboards, or do they
just glance at them without reading?
• How do they distribute their attention when choosing a
product from a shelf?
• Do they pay attention to product placement while
watching TV?

✓ Pupilometry – Watching the customer’s eyes. it looks at the size

of a persons pupils to see if they are dilated or not.
The reason that this metric is important is because a person't pupils dilate
when they are looking at something they like.
 Neuro-Marketing Techniques

✓ EEG or Functional MRI – A trip inside the brain: By using devices

that specialize in reading the brain’s electromagnetic activity,
such as functional MRIs or electroencephalograms (EEG)
marketers can get valuable clues as to the customer’s reactions
and feelings towards anything they see or watch.

The EEG is very time-sensitive and accurate - it can relate a

stimulant to its reaction almost immediately, which is what
makes it so useful to figure out exactly which element provides
which kinds of feelings in the user.

the functional MRI tells you exactly which parts of the brain are
being activated, with a somewhat lower time precision.
 Neuro-Marketing Techniques

✓ Facial Coding: A Smile Is Worth a Thousand Words. -

Neuromarketing techniquescan can also be used to “read faces”
with unprecedented precision.

Minute muscle movements can be accurately measured to

detect expressions and emotions that people aren't even aware
they are feeling.

Facial coding help marketers by reading and interpreting subtle

reactions that offer insights on people's opinions. They are
sometimes even able to predict the behavior that will follow.
 Neuro-Marketing Techniques

✓ Sensory Marketing – Looks aren’t everything:

There are several forms of sensory marketing, such as through
touch, sound, or smell. All of them, however, are based on
influencing the audience to think of a certain brand in the
presence of sensory stimulations.

Using the right mix of sounds, music, fragrance, smell etc. has
been observed to have certain effects on the mood and
decisions of the customers.

Facial coding help marketers by reading and interpreting subtle

reactions that offer insights on people's opinions. They are
sometimes even able to predict the behavior that will follow.
 New Trends in
LOGISTICS & SUPPLY CHAIN
 Trends in Logistics & Supply Chain

Logistics is a critical element of Supply-Chain Management. It

involves the planning, carrying out and management of goods,
services, and information from the point of origin to the point of
consumption.

Companies could lower costs and increase productivity by

managing logistics through increasingly advanced technology.

Simplifying communication and services between multiple

departments help create a workflow blueprint that reduces costs
by increasing visibility and improving the overall understanding of
company needs.

Cost savings is created by reducing warehousing costs and

purchasing based on supply forecasts, better inventory
management, reliable shipping and timely delivery to the end-user.
 Trends in Logistics & Supply Chain

1. Increased focus on sustainability

2. Higher levels of Customization

3. Real-time Supply Chain Visibility

4. Blockchain

5. Data standards and Advanced Analytics

6. Autonomous Vehicles
7. Warehouse Robotics

8. Elastic Logistics
Future Business Technologies

➢ Digital Assistants
➢ 3-D Printing
➢ Drones
➢ 5-G Telecom
Digital Assistant: This is a computer program designed to assist a user by
answering questions and performing basic tasks. also known as
a predictive chatbot, is an advanced computer program that simulates a
conversation with the people who use it, typically over the internet.

Digital assistants use advanced artificial intelligence (AI), natural

language processing and machine learning to learn as they go and
provide a personalized, conversational experience.

Combining historical information such as purchase preferences, home

ownership, location, family size, and so on, algorithms can create data
models that identify patterns of behavior and then refine those patterns
as data is added. By learning a user’s history, preferences, and other
information, digital assistants can answer complex questions, provide
recommendations, make predictions, and even initiate conversations.
3-D Printing: 3D printing or additive manufacturing is a process of making
three dimensional solid objects from a digital file. 3D printing bridges the
gap from ideas and images on a page or screen, allowing for the creation
of those ideas/images in the physical, 3-dimensional world.

3-D Printing has wide-ranging applications that can bring about

substantial changes in various sectors such as:
• Education
• Automobiles (Prototyping)
• Architecture
• Medicine (Bioprinting, Prosthetics, Dentistry etc.)
• Art & Jewellery
• Movies and visual effects
• Art restoration
• Forensics
Drones: From quick deliveries at rush hour to scanning an unreachable
military base, drones are proving to be extremely beneficial in places
where man cannot reach or is unable to perform in a timely and efficient
manner.

Drones also have many applications in industry and distribution:

• Aerial photography
• Express shipping and delivery
• Disaster management
• Logistics
• Project management
• Operations Management
• Unmanned cargo transportation
• Surveillance and security
5-G Telecom: By 2025, around half of the overall telecom industry is
projected to be 5G-enabled in Asia and North America.

5G is expected to transform business and offer a leap to universal high-

rate connectivity and a seamless customer experience from the
contemporary mobile networks. It is designed to connect everyone and
everything together including gadgets, objects, and devices.

5-G Technology will bring about major changes in the following

applications:
• Powering remote work
• Augmentation of Edge Computing
• Supporting sustainable supportive farming
• Improving the performance of apps
• Reliably connecting IoT Devices
• Powering interactive fan experiences
• Improving rural connectivity
TOP 5 EMERGING
TECHNOLOGIES IN
MARKETING
1. Cranial implants and facial recognition

The global cranial implants market is expected to grow at 5.53% (CAGR)

during the period 2017-2021.

There could be a scenario wherein marketers could track and engage

with their customers through chips implanted, either in their bodies or
within their devices.

Facial recognition helps discover prospective customers when they are in

the vicinity. It would foster the sales effort by curating information
regarding the prospect’s buying history, giving an added leverage to
engage potential customers during networking opportunities such as
corporate events.

This technology is expected to be adopted by 2025-2030.

2. Pre-cognitive marketing

IoT and pre-cognitive marketing are expected to enhance mainstream

marketing strategies. IoT platforms could help link news, events, and
instant alerts to a prospective consumer base, through marketing
channels and campaign builders.

Campaign builders would design customized marketing campaigns for

businesses by gathering information about their specific business
requirements. The marketing campaign can then pre-emptively identify
the potential customer’s needs and share related products based that
information.

Pre-cognitive marketing works on the principle of assessing and

determining the customer’s need even before they recognize it.

This technology is expected to be adopted by 2025.

3. IoT and user-journey mapping to advertise to individuals

In the future, B2I (Business-to-Individuals) could replace all forms of

marketing like B2B and B2C. With this, a brand could reach individuals
directly to market their products and services by analyzing data collected
by IoT gadgets.

Companies could target potential decision-makers, business leaders, and

CXOs by collating information based on regular interactions with gadgets,
online public profiles, and digital accounts.

IoT enables different advertisements with content that is curated

especially for them, based on their activities of the day, which is tracked
on a regular basis. This would further help in optimizing content for
personalized advertisements on radio, in-flight entertainment, and
subscription-based online video channels.

Expected by 2024.
4. Digital facial coding and VR integration for marketing

Prospective customers have a higher recall of the products which they

directly interact with require limited conversation. Businesses could
interact and engage with their customers and prospects at global
events, with the aid of robots or bots determining their needs using
facial recognition.

The market for facial recognition tools is projected to reach $7.8 billion
by 2022, growing at a CAGR of 14%. This expected estimation is based
on the increased adoption of intelligent bots at global events by
enterprises. These bots are expected to help companies identify and
personally greet potential customers.

This technology is expected to come into the mainstream adoption by

2025.
5. User-generated content

Marketing strategies of the future could include a mix of facial coding

and user-generated content to target potential business customers
during a website log-in process.

The moment customers log onto a company’s website, they can be

identified through the webcam, which then curates relevant content
and offerings best suited to their needs. Also, the prospective customer
could receive industry-specific case studies and customer testimonials.

Inevitably, the activity would enable businesses to pitch, based on

market segmentation efficiently. Also, potential buyers need not be
bothered by irrelevant content and clutter on the website that may
delay/hamper their buying decision.

This technology is expected to be adopted by 2024.

Future of
Influencer Marketing

Influencer marketing is a type of social media marketing that uses

endorsements and product mentions from influencers–individuals
who have a dedicated social following and are viewed as experts
within their niche.

Influencer marketing works because of the high amount of trust

that social influencers have built up with their following, and
recommendations from them serve as a form of social proof to a
brand’s potential customers.

Influencer Marketing will be increasingly used to target upwardly

mobile young consumers. By 2025 brands are expected to spend
Over US$ 20Bn on Influencer Marketing through Instagram,
Youtube, Snapchat and TikTok.
Chatbots and AI

Chatbot technology helps to automate customer communication

up to a certain point before the customer or user is directed to a
real person for assistance. Chatbot marketing is a popular and
high-converting digital marketing strategy.

Advanced bots are powered by AI (artificial intelligence), but most

chatbots are programmed with specific responses and built-out
conversation trees.

Chatbot marketing is a strategy that utilizes a chatbot to market

the business. Bots can be incredibly useful for automating basic
processes, answering common customer questions, and even
making sales. A chatbot can be used as a lead-nurturing device. It
can also help to lead people into the sales pipeline.
Employee Advocacy

Employees can be viewed as trusted sources of information for a

brand. Getting them to promote your brand can help you gain
traction on social media. This trend may dictate the future of social
media marketing and influencer marketing.

The employees of a company can become influencers for the brand

among their circles on social media. Employees can be encouraged
to talk about the brand on social media and promote it among their
own virtual social groups.

One way of doing this can be by giving some shareworthy social

media content to them. Employees can also be incentivized to help
promote the brand on social media.
Rise of ‘Groups’
Groups on Facebook have new features such as live video content,
story updates, and participation as a business page. With the
changes in the algorithm of Facebook, Groups have become the go-
to place to connect with your audience in the current social media
landscape.

Through Groups, you can not only get feedback about your products
but even generate additional engagement.

Instagram Stories also have a “Close Friends” feature. Through this,

brands can showcase their Stories to a select few people to give an
insider look. This can even give people a more exclusive feel and
they’d feel privileged to be able to see these Stories too.
Such segmentation trends can be expected to grow and shape the
future of social media marketing.
Stories

Stories started out on Snapchat. However, Facebook, Instagram, and

WhatsApp quickly adopted this feature too. These primarily vertical
Stories usually last 24 hours and give people tremendous
opportunities to create different types of content.

About 500 million people watch Instagram Stories every single day.
Similarly, Facebook stories can be seen on Messenger and Facebook
on the desktop too.

Being highly engaging and interactive, they have caught the

attention of millennials. As many as 60% of them consume Stories
on Instagram, 53% on Snapchat, and 48% on Facebook.
Due to this level of engagement, they have become a popular
marketing tool for brands. Additionally, they are easy to create and
don’t require a lot of post-processing.
Live Videos

Live video content is another popular trend on social media. Live

videos were launched first on YouTube in 2008 and then on
Facebook in 2016. Even Instagram added this feature later on.

A study conducted by Brandlive noted that about 95% of marketers

were planning to add live videos to their social media marketing
strategies. There are a lot of things brands can achieve through live
videos such as launching new products.

Brands can even demonstrate their products and create how-to live
videos. This can help the audience get acquainted and more
comfortable with the product.
By creating Q&A live video sessions Brands can add a human
element and allow the consumers to get their doubts solved during
the video itself by talking directly with the manufacturer.
Some things that will Never change in Marketing
 Some things that will Never change in Marketing

1. The right message for the audience

2. The right product and getting it right

3. Creativity and innovation

9. WHY we do
4. Need for Ideas
what we do
5. Stories that connect to the heart

6. Human-to-human communication

7. Psychology and Consumer Behaviour

8. Measuring the RoI