Emerging Trends of

of Marketing
Service Marketing
Service marketing involves
promoting intangible products.
These products are experiences,
experiences, skills, or efforts. Service
Service marketing focuses on
building strong relationships with
with customers. The aim is to meet
meet their needs and expectations.
expectations. This strategy
emphasizes customer satisfaction,
satisfaction, loyalty, and positive
positive word-of-mouth.
Service Sector of India
Rapid Growth Diversity
The service sector in India has The sector encompasses a wide
has been a significant driver of wide range of industries,
of economic growth, with a including IT, healthcare,
robust contribution to GDP and education, hospitality, and retail,
and employment. retail, offering diverse career
paths.

Technology Integration
Technological advancements are transforming service delivery, leading to
leading to automation, improved efficiency, and personalized experiences.
experiences.
Characteristics of Service
1 Intangibility 2 Simultaneity 3 Heterogeneity
Services are intangible, meaning they Services are typically produced and Heterogeneity means diversity or
cannot be touched or physically consumed simultaneously. The customer variation within a group or system. It
possessed, unlike products. For example, customer is often involved in the service describes how elements differ from each
When you purchase a service like a service delivery process. For example, a each other. For example, The same
haircut, consulting, or legal advice, you example, a haircut or a doctor's teacher might deliver a lesson differently
are buying something intangible. You consultation are consumed at the same differently in each class, depending on
can’t physically touch the service, but you same time they are provided. on factors such as student engagement,
experience its effects. engagement, the teacher’s energy level,
level, or classroom dynamics.

4 Perishability 5 Non-Ownership
Services cannot be stored or saved for later use. Once a service is Customers of services do not acquire ownership of the service itself,
service is performed, it is consumed. For example,If a hotel room is service itself, but rather receive temporary benefits or experiences.
room is not booked for a night, the potential revenue for that night is experiences. They do not acquire a tangible asset, like a massage. For
that night is lost. The service of providing accommodation is massage. For example, When you rent a car, you pay for the
perishable because it cannot be saved and sold the next day. temporary use of the vehicle without owning it. After your rental
rental period ends, you return the car to the rental company.
 Service Quality Dimensions

Reliability Access Security Credibility

Refers to the ease Ensuring the safety Relates to the service
Ensuring consistent and convenience with
consistent and and privacy of service provider’s
which customers can customer information reputation and
dependable service reach the service information and competence, building
service delivery. The provider. Customers
The service provider assets. In a service- building confidence
should be able to service-driven confidence and trust
provider must deliver access the service industry, maintaining trust among
deliver what they easily and readily,
promise, on time, maintaining customer customers. They
and without errors. whether through customer trust should be perceived
physical location, through robust perceived as
online platforms, or security measures is knowledgeable,
other means. is paramount. reliable, and capable
capable of providing
providing high-quality
quality services.
Customer Understanding Responsiveness Competence Courtesy
Involves actively Encompassing the Refers to the service Encompassing the
listening to customer promptness and provider's technical service provider's
needs and willingness of the service skills and knowledge. politeness, respect,
preferences, and provider to address Customers expect the and friendly
then customizing customer requests and service provider to demeanor. Treating
services accordingly. concerns. The service possess the customers with
provider should be necessary expertise courtesy and
attentive and responsive to deliver the service kindness fosters
to customer inquiries and effectively. positive interactions
issues, demonstrating a and builds goodwill.
willingness to go the
extra mile.
 Communication
Tangibles
Essential for effective service
Refer to the physical aspects of delivery, involving clear, concise, and
of the service experience, such as timely communication between the
such as facilities, equipment, and service provider and the customer.
and staff appearance. These Open and transparent
tangible elements contribute to communication fosters trust and
to the overall customer understanding, enhancing the
perception of service quality. customer experience.
Difference Between Online Marketing and Social
Media Marketing
Online Marketing Social Media Marketing

Encompasses all marketing efforts conducted online, including Focuses specifically on using social media platforms like
including SEO, PPC, email marketing, content marketing, and Facebook, Instagram, Twitter, and LinkedIn for marketing
and affiliate marketing. It's a broader approach that aims to purposes. It's a more focused approach that leverages the power
to reach customers across various digital channels. of social interaction and engagement.

Online marketing involves strategies to increase brand Social media marketing emphasizes building relationships with
awareness, generate leads, and drive sales through digital relationships with customers, fostering brand loyalty, and driving
means. It often leverages search engines, websites, and other and driving conversions through social media channels. It often
online platforms to connect with target audiences. It often involves creating engaging content, participating in
in conversations, and running targeted campaigns to reach
reach specific demographics.
Advantages and Disadvantages
of Online Marketing
1 Advantages
Global reach, cost-effective, targeted advertising, data-driven
insights, and measurable results. Furthermore, online marketing is
often more cost-effective compared to traditional advertising
methods, allowing businesses to maximize their return on
investment.

2 Disadvantages
Competition, rapid changes in technology, privacy concerns,
potential for scams, and the need for ongoing optimization. Online
marketing requires ongoing optimization and effort to sustain its
effectiveness. Constant monitoring, analysis, and adjustments are
essential to ensure that campaigns remain relevant, engaging, and
profitable.
Online Marketing Tools
1. Email Marketing
2. Social Media Marketing
3. Search Engine Optimization (SEO)
4. Display Advertising
5. Search Engine Marketing (SEM)
6. Events and Webinars
7. A/B Testing & Website Optimization
8. Content Marketing
9. Video Marketing
10.Marketing Analytic
11.Customer Relationship Management (CRM)
12.Content Management System (CMS)
Social Media Marketing
Defined
Social media marketing (SMM) is a type of digital marketing that
that leverages social media platforms to achieve business objectives,
objectives, such as building brand awareness, generating leads, or
leads, or driving sales. SMM involves creating and sharing engaging
engaging content, interacting with users, and running targeted
targeted advertising campaigns on platforms like Facebook, Twitter,
Twitter, Instagram, and LinkedIn.
Platforms for Social Media Marketing

Facebook Instagram Twitter LinkedIn

A massive social media A visual platform popular for A platform for real-time A professional networking
platform with a broad user for sharing photos and videos, updates and conversations, platform for connecting with
base, offering various videos, ideal for showcasing conversations, suitable for with industry professionals
advertising and marketing showcasing products and news, events, and customer professionals and promoting
options. services. customer service. promoting business
opportunities.
Social Media Advantages and Disadvantages

Advantages Disadvantages

1. Increased Brand Awareness: Social media platforms 1. Time-Consuming: Managing social media accounts
platforms allow businesses to reach a wider effectively requires consistent effort, including
audience and build brand recognition through content creation, community engagement, and
through engaging content and targeted advertising. monitoring.
advertising. 2. Privacy Concerns: Social media platforms have
2. Measurable Results: Social media analytics provide have faced scrutiny over data privacy and security,
valuable insights into campaign performance, security, raising concerns among users and
enabling businesses to track key metrics such as businesses about data collection and usage.
reach, engagement, and conversions.
Conclusion
Social media marketing offers numerous benefits for businesses,
businesses, enabling them to reach a wider audience, enhance
enhance customer engagement, and gain valuable insights into
into campaign performance. However, it is essential to consider the
consider the time investment required, competition, and potential
potential privacy concerns. By carefully planning and implementing
implementing strategies, businesses can leverage the power of social
of social media to achieve their marketing goals and thrive in the digital
the digital landscape.

By Kavyansha
XII - D