UNIT - 4

Introduction to emerging trends in

marketing

Dr. Deepak Trivedi

Professor (Marketing & Strategic Management)
PGDSM (IT), MBA (Mktg.), UGC-NET (Mgt.), Ph.D. (Marketing)
Diploma in Brand Management – London Business School, London
Diploma in Strategic Management – IIM, Bangalore
 LESSON PLAN
SN Topic Name Number of Lectures
1 Relationship Marketing 2
2 Sustainable Marketing 1
3 Green Marketing 2
4 Social Marketing 2
5 Digital Marketing 2
6 Social Media Marketing 2
7 Role of AI & Robotics in Marketing 2
8 Ethical issues in Marketing 1
Total Lecture / Class 14

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 Relationship Marketing
Relationship Marketing is a strategy of Customer Relationship Management
(CRM) that emphasizes customer retention, satisfaction, and lifetime
customer value.

Relationship marketing is a form of marketing developed from direct response

marketing campaigns that emphasize customer
retention and satisfaction rather than sales transactions. It differentiates from
other forms of marketing in that it recognizes the long-term value of customer
relationships and extends communication beyond intrusive advertising and
sales
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 Relationship Marketing

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 05 Relationship Marketing Strategies

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 Relationship Marketing

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 Sustainable Marketing

Sustainable marketing is the promotion of products that are designed

as environmentally or socially conscious – better for the planet and
society as a whole.

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 Sustainable Marketing

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 Green Marketing

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 Green Marketing

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 Green Marketing
Some green marketing strategies include:
• Creating eco-friendly products
• Using eco-friendly product packaging made from recycled materials
• Reducing greenhouse gas emissions from production processes
• Adopting sustainable business practices
• Marketing efforts communicating a product's environmental benefits
• Investing profits in renewable energy or carbon offset efforts

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 Social Marketing
Social marketing has a social purpose rather
than a profit like commercial marketing. It
integrates marketing concepts to drive
behavior change for the long-term benefit
and well-being of society. Such an objective
differs from commercial marketing.
It attempts to change people’s behavior for
the benefit of the market and business
profits.
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 Social Marketing

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 Social Marketing
Social marketing’s primary purpose is to influence and change our behavior to
be beneficial, both socially and environmentally. It promotes long-term
benefits for society.
Several examples are for social marketing. They vary depending on the
targeted social aspects, whether related to the environment, social awareness,
or body health.
• Anti-tobacco campaign to reduce smoking rates.
• Campaigns to promote healthy eating patterns, for example, to reduce the
consumption of fast food and increase the consumption of organic foods.
• Campaign to reduce drunk driving behavior.
• Campaign to minimize anti-social behavior.
• Campaign to reduce carbon footprint and promote energy conservation
using environmentally friendly energy.
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 Social Marketing
Who uses it?

Campaigns usually come from non-profit institutions such as:

• Government

• Charity

• Non-governmental organization

• Cooperative

• Customary institutions
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 Social Marketing
Commercial companies have also adopted the concept, although it is more
limited. They usually focus more on the functional aspect.

For example, they assure the public, their products and operations are
environmentally friendly. Tesla is a good example. The company launches vehicles
with sustainable energy fuel.

In broad outline, business then develops three strategic goals: profit, people,
and the planet. This goal shows the importance for them to balance profit with
social and environmental responsibility. They fulfill not only short-term consumer
desires profitably but also consider long-term well-being.
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 Social Marketing
Advantages of social marketing:
• Social marketing provides a competitive advantage for companies.
Consumers prefer to buy products from businesses that are ethical
and socially responsible. Such trends are expected to grow in
popularity as campaigns and concerns over social and environmental
issues increase.
• Another advantage is the premium price. Companies take their social
and environmental efforts into unique selling points, enabling them to
charge higher prices.
• This is similar to a differentiation strategy. A company uses a unique
feature or product quality as a unique selling point.

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 Digital Marketing

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 Digital Marketing

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 Digital Marketing

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 Social Media Marketing

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 Social Media Marketing
A CTA, or call-to-action, refers to a
statement or phrase that is designed to
prompt an immediate response or
action from the audience.

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 Social Media Marketing

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 Social Media Marketing

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 Role of AI & Robotics in Marketing
AI Marketing, also known as Artificial Intelligence Marketing, harnesses the power of artificial
intelligence to automate decision-making processes in marketing. It involves utilizing AI
technologies to collect and analyze data, as well as observe audience behavior and economic
trends that impact marketing initiatives. Particularly in digital marketing, where speed is crucial,
AI is employed to streamline efforts.

AI marketing tools leverage data and customer profiles to understand the most effective ways to
engage with customers. These tools autonomously deliver customized messages to individuals at
the opportune moment, without requiring intervention from marketing team members. This
ensures optimal efficiency in marketing campaigns. AI is commonly employed by digital marketers
to enhance their teams or handle tasks that demand less human involvement.
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 Role of AI & Robotics in Marketing
AI Marketing encompasses various use cases, including:

1. Data Analysis: Automating the collection and analysis of large

volumes of marketing data from different campaigns and programs,
eliminating the need for manual sorting.

2. Content Generation: AI generates both short and long-form content

for marketing purposes, including video captions, email subject lines,
web copy, blogs, and more.
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 Role of AI & Robotics in Marketing

3. Media Buying: Predicting the most effective advertisement and

media placements for a business, maximizing the return on investment
(ROI) of marketing strategies while reaching the target audience.

4. Real-time Personalization: Modifying a customer's experience with

marketing assets, such as web pages, social media posts, or emails, to
align with their past preferences and encourage specific actions, such
as clicking a link, signing up, or making a purchase.
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 Role of AI & Robotics in Marketing

5. Natural Language Processing (NLP): Utilizing AI to generate human-

like language for content creation, customer service bots, personalized
experiences, and more.

6. Automated Decision-Making: Assisting businesses in deciding which

marketing or business growth strategies to employ based on historical
data or external data inputs.

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 Ethical Issues in Marketing

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 Ethical Issues in Marketing

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 Ethical Issues in Marketing
1. False Advertisement
To prevent accusations of false advertising, you should avoid
overstating the benefits of a product or service in your marketing and
advertising communications.
Advertising is ‌misleading if it misrepresents a product’s value, uses, or
outcomes or if it uses inaccurate information in its content to entice
buyers.
Although false advertising may effectively attract customers in the early
stages of a sales funnel, it ultimately harms consumer trust. It
influences long-term negative brand perception when it disappoints
and deceives customers.
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 Ethical Issues in Marketing
2. Negative Marketing
Although every company strives to gain consumer preference
and loyalty over competitors, advertising that highlights the negative
aspects of a competitor’s offering is unethical.
This negative advertising, also known as smear tactics, aims to discredit
a competitor's image to boost your reputation among consumers.
You can avoid this practice by establishing clear standards for all
promotional activities and messaging and effectively communicating
these to company marketers.

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 Ethical Issues in Marketing
3. Unethical Data Gathering
Market research is hugely beneficial to businesses at all stages of their
operations. Using accurate consumer data to formulate and execute
market strategies can significantly increase the effectiveness and ROI of
promotional activities.
However, you must collect data ethically. Before beginning market
research activities, you should ponder governmental data and privacy
protection policies and ensure full compliance with these regulations.

4. Pricing Techniques
Price Hiking. This term refers to the business practice of artificially inflating
your prices during a period of unusually high demand, knowing that many
buyers
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 Ethical Issues in Marketing
5. Predatory Pricing

Another unethical policy is predatory pricing, in which businesses

promote products at meager prices to beat out the competition
unfairly.

These meager prices encourage consumers to choose a specific brand's

offering, resulting in temporary increased sales for the company,
though this may not always translate to increased revenues.

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 Ethical Issues in Marketing

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 PROBABLE TOPICS FOR END TERM EXAM / 3RD SEM

1. Meaning, Scope and Importance of Marketing

2. Marketing Environment
3. STP
4. New Product Development
5. Product Life Cycle
6. Pricing Objective and Pricing Methods
7. Integrated Marketing Communication (IMC)
8. Steps in Developing Effective Communication
9. Factors affecting choice of distribution channels
10. Steps in Channel Management
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11. Relationship MarketingMM 36
 All the Best!

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