How Do Trend in the Marketing Industry

How do trend in the marketing industry, such as integrated marketing, affect advertising?

Nowadays, there are too many trends in the marketing industry which we can see all over the places. These trends do not only give implication to the industry itself, it also affects the advertising field as well. Internet Marketing is an all-inclusive term for marketing products and/or services online – and like many all-inclusive terms, Internet marketing means different things to different people.

Essentially, though, Internet marketing refers to the strategies that are used to market a product or service online, marketing strategies that include search engine optimization and search engine submission, copywriting that encourages site visitors to take action, web site design strategies, online promotions, reciprocal linking, and email marketing – and that’s just hitting the highlights.

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This is one of the trends in the marketing industry. These trends affect the advertising field by allowing them to promote a product or services widely through the internet. Many firms are embracing a paradigm that is shifting the focus of advertising methodology from traditional text and image to the JavaScript and Adobe Flash, which is known as the online advertising. The potential customer can access information concerning the service or product to help in deciding the need or use of products through online. Another that are often used by the marketers is applying local cultures in a global product. In this trend they usually brings in a global product into a country and applies a local culture to it, such as the country’s national language, costumes, local celebrities and much more just to attract their local customer to buy the product.

Understanding a country’s culture is a key to global success. Food, food retail, beverages, household cleaning and personal care products are highly subject to the influence of culture because they are rooted in local taste, traditions, and needs. While it is very difficult for marketers to overcome these differences, there is no real imperative to do so. It doesn't matter if a food brand has different incarnations in different countries; the vast majority of consumers will be completely oblivious. For an instance, Coke has taken in adapting both its product and its communication. As a standard practice, Coca-Cola modifies its product to meet local tastes and invests heavily in locally inspired communication to complement its global positioning.

The longer a brand has been in market, the more likely people are to have grown up with it and accept it as part of the local scene. This trend in marketing industry gives more implication to the advertising field. Firstly, for this kind of trend, global companies have to come up with more advertisements just for one product. Because, they are selling their products all over the world, which to be said in different countries. Whenever they adopt a local culture in selling their product, advertising plays an important role by showing the criteria of local culture to the audience, such as using the local language, local celebrity, local customs, and etc.

For an example, in the Pizza Hut advertisement in Malaysia, they use the local language, such as “sensasi” and the tag “halal” in their advertising strategy just attracts the local consumers. In conclusion, advertising field is always getting affected if there are any changes or new trends in the marketing industry. This is because, advertising is the tool that helps the audience to get information about a product or services and also it attracts them to purchase it.

Can advertising be a factor in relationship marketing? In what way? Discuss.

Advertising plays an important role in relationship marketing. Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services.

Relationship Marketing were defined first as a form of marketing that developed from a direct response marketing campaigns which emphasize the customer retention and satisfaction, rather than a dominant focus on sales transactions. In others words, it recognizes the long term value of customer relationships and extends communication beyond intrusive advertising. And also, Relationship marketing attempts to involve and integrate customers, suppliers and other infrastructural partners into a firm's developmental and marketing activities.

In the most basic sense, advertising can help in promoting the sale of a particular product or service. Advertising in the olden times, was just spreading simply through word of mouth. It was to promote the sale of a product, good or service. As time advanced through the 17th Century, advertisements began to appear in newspapers, and later, in other forms of mass media, such as radio, television and cinema.

Moreover, advertising in recent years, has maneuvered its way through the other forms of advertising, such as advertisements being displayed on fruit products, ads being displayed on vehicles such as buses and taxies, and even in public and social places, like the shopping malls and streets. Besides that, advertising in the recent years has been escalated through the airing of TV commercials, and the phenomenon of the World Wide Web, or simply the Internet. Banner ads and newsletters have been included in company websites, to encourage the number of customers logging on to a particular website.

Advertisements have been helping to motivate the demand for particular goods and services. Advertising through the implementation, and setting up of billboards on the sides of streets and major shopping areas, is yet another growing tactic among marketing professionals, and advertising agencies. This has skyrocketed the product sales. Through this advertising, the images of particular products and services have enhanced, and resulted in a significant increase of sales over the recent years. In conclusion, advertising has created a sense of public awareness among the people about the products they use in their daily routine.

On the other hand it is yet another means thorough getting a message across to a wider audience of people about a particular product. Advertising through television and billboards ensures that the sale of a particular product or service is amplified. Looking at it from a different perspective, advertising could be considered as an effective marketing strategy towards increasing the publicity of a product and in turn reaching out to a wider customer audience. Thus, it is an important factor of relationship marketing.

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