MARKETING MANAGEMENT(Subject Code: MBADS1-126) → lesson 3:What is Global Marketing? Global marketing is basically the beginning, middle, and end of how a business organizes, creates, positions, and advertises its products and services on a global scale. Giant corporations have always had their hands in global marketing through having operations, representatives, and employees in other countries. Through social media platforms, websites, and other online tools, small businesses can also participate in the process of global marketing. Why is Global Marketing Important? • It gives businesses new opportunities to create new streams of income • Raises brand familiarity and reputation • Its gives businesses the opportunity to gain new knowledge about their products in order to adjust for better quality service What is Global Marketing Strategy? The planning part of a business trying to grow into new markets around the world is a global marketing strategy. When entering various international markets, a business must be mindful of how they will approach marketing (public relations, promotion, channels, etc.) in countries with different values, cultures, and even languages. For instance, if you have an American-based company trying to sell products in China, you must gage how to reach that particular audience. Strategies for a Successful Global Marketing 1. Establish a popular and well-recognized brand and image o When a business is successful and popular in their native country, curiosity arises in other countries from foreigners willing to try out their products 2. Use a unified approach to marketing across borders o Utilize a marketing strategy for your business as if there were no global boundaries to better analyze engagement with content from country to country 3. Make a marketing plan o Investigate goals/benchmarks of a business and the needs/wants of the region within the global market, then create a marketing plan based on research collected 4. Adjust your approach o Just a because a marketing strategy was a success in a business’ native country does not mean that it will translate well in another country with different values, culture, and language 5. Personalize promotions o Be mindful of language differences, cultural practices, and observances (i.e. holidays and events) when advertising a product or service to a foreign audience 6. Observe and know where your target audience comes from o Using tools such as Google Analytics and Shopify to pinpoint consumers by specific their location helps businesses create better marketing strategies that reach their target audiences 7. Tailor your products based on where they are sold o Fast food juggernaut McDonald’s provides cultural food staples (i.e. poutine in Canada and Crock Brie in Italy) based on the localization of every franchise o Are your services or products in any way culturally offensive? o Is your business following foreign government rules and regulations? o Is your business brand/trademark unique to the country in which services are provided? 8. Keeping branding in mind o A business must ensure that anything from the company name to the logo that they use is not similar to other business in the area, that their branding is easily translatable in a different language, and that it is familiar 9. Specify your message based on location o Different people have different wants/needs, and this is especially true for people that live and different countries. A business must make sure that their promotions speak to their customers, whether native or foreign 10. Bring an in-country marketer on your team o As the saying goes, “When in Rome, do as the Romans do.” But, no one knows Rome like an actual Roman. When tailoring your marketing strategy to foreign countries, hiring a native from those countries ensures better communication that translates to the people that a business is trying to reach. 11. Utilize the correct technology and software o If the most popular social media platform in a foreign country is Twitter, then it is imperative for a business to structure its global marketing strategy around the use of that platform to reach its desired audience 12. Take advantage of available data o Growth in the modern digital landscape has allowed for businesses to be more creative in how they reach potential customers through marketing campaigns online Development of Global Marketing Campaign • Product Is a company’s product sellable across all global markets or does it need to be changed depending on regional traditions and tastes? • Price Do prices need to be changed because of competition already in the foreign market? • Placement How do foreign customers choose and purchase their products? • Advertising Does a company’s message easy to understand across all cultures? Are there any misunderstandings based on language, culture, and/or value differences? What kinds of Customers does Global Marketing Reach? Targeting and reaching out to customers on a global scale requires a business to have various profiles instead of just one distinct profile. Every country analyzed will have different types of consumers with different types of needs. That is why global marketing campaigns must be flexible and adjustable across all borders. Benefits of Global Marketing • Increase the quality of a product or service When a business expands into a new market, they gain more knowledge. With analytical tools, they acquire knowledge at a faster pace, which leads to a higher quality of service or products that are available for customers. • The familiarity of brand image Think about why companies like McDonald’s and Starbucks are known all around the world • Raised knowledge about your brand If your business not only has ads on social media platforms but also commercials that air all around the world (tailored from country to country) there is an increased chance of gaining a global customer base. • Lesser costs, more savings By establishing a brand in other global markets, a business can acquire more consumers and get them familiarized with the brand to a point where the marketing does itself (recommendations, social media posts, etc.). Plus, by taking advantage of social media, businesses use less money for promotions. • Reach a wider target audience Being on top of the American market is nothing to sneeze at, but thanks to modern innovations (the internet) it is easier than ever before to connect with the foreign market to increase a businesses’ customer base. • Gain the upper hand on your competitors Everyone knows that McDonald’s is a dominant global powerhouse compared to Whataburger due to its reach in the global market, especially in China. • Gain relationships across borders Not only can a business form a relationship or even partnerships within their native countries (i.e. Coca-Cola and McDonald’s), but they can also establish alliances with foreign corporations to sharpen their edge within the global market. • Helps form relationship outside of the “political arena” Certain might not be able to link up in their native countries due to conflicts of interests, however, in another country, those constraints might not be there. • Helps to manifest good strategies faster in a more efficient way Thanks to digital innovations, businesses can implement global strategies with at a faster rate than reaches more people. • Reveals the advantages of e-Marketing vs traditional marketing In the age of social media posts and images with the use of social media, e-Marketing is king. • Influence and scope The more global impact that a company has the more cultural influence and power that they have, which also increases the sizes of their operations. Challenges in Global Marketing • No market, no sale An American burger joint might not be able to establish itself in a country like India because cows are considered sacred animals in their culture. They would have to adjust their menu to be more plant-based. • More financial risk A business trying to cross over into a global market is a risky task due to having to adapt their marketing strategy (which costs money) to places with differing values, cultures, and languages with could fail. • The rules are different Not only does a business entering into a foreign market have to deal with language and cultural barriers, but they also have to deal with following the rules of foreign governments. Global Marketing Examples • Airbnb This online company that helps to connect people from around the globe looking for and offering rooming and board became a success thanks to social media. Through its One Less Stranger campaign, 3 million people from all around the world posted content, discussed, and interacted with the platform and campaign. • Coca-Cola The iconic American brand put 650 clean water devices in the country of Egypt and gave food to children during Ramadan in the Middle East. This helped to establish its brand message of “Happiness” to foreign regions. • Domino’s Depending on where you live, Domino’s has menu items (including toppings, sauces, bread, and cheeses) that are available for various global markets. For instance, in Asia, Domino’s offers a variety of seafood options for toppings. • Dunkin’ Donuts Dunkin’ Donuts offers menu items to satisfy global tastes, like dry pork and seaweed donuts in China and Mango Chocolate donuts in Lebanon. These offerings are available in over 30 countries. • H&M Notoriously online savvy, H&M uses social media campaign strategies to reach audiences on a global scale. Annually, H&M has expanded by 10%-15% in-store grand openings. • Innocent Drinks Established in 13 countries all across Europe, this company is considered the top smoothie company in the U.K. Their secret to success to brand consistency. • Kentucky Fried Chicken This popular American company was able to establish going to its restaurant as a tradition in the country of Japan. They did this by associating themselves as a connection to the Christmas holiday. • McDonald’s This iconic American institution offers menu items based on global tastes. In Mexico, they serve a green chili cheeseburger and in the Middle East, there is a menu item called the McArabia, a flatbread sandwich. • Nike Through sponsorships based on the type of sport in various countries, Nike has established itself throughout the years as a popular global brand. In Latin America, where soccer is the top sport, their most paid sponsors are soccer players, whereas in America it is more likely to be basketball players getting those top sponsorships. • Red Bull The energy drink company helps to establish its global brand by hosting extreme sports competitions around the world. The Red Bull Air Race in the U.K. and the Red Bull Soapbox Race in Jordan are just some of the events the Red Bull has hosted. • Starbucks With different menu items for various local preferences throughout the globe, Starbucks has become a global powerhouse. In Hong Kong, Starbucks offers a menu item called “Dragon Dumplings.” • Unger and Kowitt This American-based law firm that collects traffic tickets offers various language and cultural options in their services. The company website is translatable in English, Portuguese, Spanish, and Creole. • World Wildlife Foundation This nature conservationist organization had its Earth Hour event, where people turn their lights off for an hour, take place in the country of Norway (known for its long daylight hours). Using a special digital banner created by Mobiento, the WWF received around 1 million impressions worldwide. Global Marketing Issues • Being vague in the targeting of specific countries • Lack of research on internal information • No adjustments of products sales and social media platform use • No changes in products or service • Having no local teams or in-country marketer Global Marketing International Marketing The whole world is a marketplace Country specific marketing All products are the same globally Targets local markets only (Example) Apple: The same products all over the world (Example) McDonald’s: Has specific menu items to blend into local markets • Having no knowledge of the global management of services Rural Marketing – Introduction The growth in the rural markets is perhaps the most significant feature of the marketing environment of India in recent time. The growth implies at once a great marketing opportunity as well as a great marketing challenge. Today, the rural market of the country accounts for a large share of the expenditure on manufactured on manufactured and branded consumer goods. The marketing environment governing the rural markets has been undergoing vast changes in the last two decades. For example, tape recorders or ‘two-in-ones’ were practically unheard of in the Indian rural market twenty years ago. Today, they are seen everywhere in rural areas, even in the remotest of hamlets. The spread of bicycles and subsequently two-wheelers has been almost in the nature of a revolution. Even TV has entered the village homes in a big way. In clothing, there has been a remarkable change- preferences have shifted to blended fabrics, knitted apparels and readymade garments. Earthenware pots have yielded place to a variety of new kitchenware. Plastic products and stainless steel goods have become common consumer items The change in every sphere in visible, palpable. Recent times have seen a steady increase in the purchasing capacity of the rural people. Contrary to popular belief, the rural market is already consuming a variety of high priced consumer durables and other modern products. And more and more companies are today targeting the rural market. While the rural market of India poses a great attraction, tapping the market is beset with a variety of problems. Marketing men find it a new market, involving a new customer and a new marketing situation. Evidently, there are two sides to India’s rural market; the market provides immense opportunities; it also displays intimidating challenges. ADVERTISEMENTS: It does not lend itself to be tapped through an automatic transfer of the tools and techniques of marketing, which proved a success in the urban marketing context. There is a difference in the kind of media mix that is used to convey the messages to the rural customers there is a need to use different models and means to reach them as what appeals to the urban customer may not appeal to him due to varying lifestyles. The communication and the design of it are also different as what attracts one need not attract the other as well. Sercon has the understanding and the ability to conceptualize and execute effective promotions in the rural areas using various below the line mediums. Rural Marketing Activities Consist of Campaign Design and Campaign Delivery: The success of IDE’s (International Development Enterprises) programs depends on rural mass marketing, both product marketing to stimulate user investment in products and services and social marketing to motivate changes in health behaviors. IDE develops marketing campaigns with the same detail and accountability as the strategies employed for the sale of commercial products. ADVERTISEMENTS: IDE doesn’t market products or behaviors; it markets dreams. In both product marketing and social marketing campaigns, instead of selling a product or a desired behavior, IDE links that product or behavior to the hopes and fears of the different target groups. The unique sales point for any campaign is never the product or habit itself, but rather the most motivating thing to the audience for that campaign. Marketing campaigns link products, techniques, and behaviors to values like prestige, wealth, health, and convenience. IDE conducts marketing campaigns with government mass organizations, extension services, schools, and other partners in addition to private sector enterprises. ________________________________________ Rural Marketing – Meaning (With Reasons for Improvement in Rural Areas) It is a two-way marketing process wherein the transaction can be: 1. Urban to rural – It involves the selling of products and services by urban marketers in rural areas. These include pesticides, FMCG products, consumer durables, etc. 2. Rural to urban – Here, a rural producer sells his produce in the urban market. This may not be direct. There generally are middlemen, agencies, government cooperatives, etc., who sell fruits, vegetables, grains, pulses and others. 3. Rural to rural – These include selling of agricultural tools, cattle, carts and others to another village in its proximity. Rural marketing involves the process of developing, pricing, promoting, distributing rural specific product and a service leading to exchange between rural and urban market which satisfies consumer demand and also achieves organizational objectives. Rural India buys small packs, as they are perceived as value for money. There is brand stickiness, where a consumer buys a brand out of habit and not really by choice. Brands rarely fight for market share; they just have to be visible in the right place. Even expensive brands, such as Close- Up, Marie biscuits and Clinic shampoo are doing well because of deep distribution, many brands are doing well without much advertising support — Ghadi, a big detergent brand in North India, is an example. The Indian rural market has a huge demand base and offers great opportunities to marketers. Two-thirds of Indian consumers live in rural areas and almost half of the national income is generated here. The reasons for heading into the rural areas are fairly clear. The urban consumer durable market for products like colour TVs, washing machines, refrigerators and air conditioners is growing annually at between 7 per cent and 10 per cent. The rural market is zooming ahead at around 25 per cent annually. “The rural market is growing faster than urban India now,” says Venugopal Dhoot, chairman of the Rs.989 crore (Rs. in billion) Videocon Appliances. “The urban market is a replacement and up gradation market today,” adds Samsung’s director, marketing, Ravinder Zutshi. Reasons for Improvement of Business in Rural Area: 1. Socio-economic changes (lifestyle, habits and tastes, economic status) ADVERTISEMENTS: 2. Literacy level (25% before independence – more than 65% in 2001) 3. Infrastructure facilities (roads, electricity, media) 4. Increase in income 5. Increase in expectations. Marketing and Research Team (MART), the specialist rural marketing and rural development consultancy has found that 53 per cent of FMCG sales lie in the rural areas, as do 59 per cent of consumer durable sales, said its head Pradeep Kashyap at the seminar. Of two million BSNL mobile connections, 50 per cent went to small towns and villages, of 20 million Rediffmail subscriptions, 60 per cent came from small towns, so did half the transactions on Rediff’s shopping site. The rural markets in India are undergoing a silent but definite revolution in terms of vastly enhanced purchasing power, consumption priorities and overall volume of consumption of goods and services. The sheer size of the market, as large sections of rural population get converted into consumers, is enough to demand focused attention from both marketing practitioners and academics, to convert the emergent opportunity into realizable market shares and growth targets. ________________________________________ Rural Marketing –7 Important Characteristics: The rural market of India consists of about 65 per cent of the population of the country spread over nearly 630000 villages. Rural markets may be considered as the nerve centres of the economic, social and cultural activities of the rural life of the country. It is scattered and widespread into many villages and unlike the urban market not confined to a handful of metros, cosmopolitan cities and towns. The demand for products including consumer non-durables and durables are seasonal and therefore uneven in a year. i. Large, diverse and scattered market – The rural market in India is large and scattered into a number of regions. There may be less number of shops available to market products. ii. Major income of rural consumers- agriculture – Rural prosperity is tied with agricultural prosperity. In the event of a crop failure, the income of the rural masses is directly affected .iii. Standard of living and rising disposable income of the rural customers – It is known that a majority of the rural population lives below the poverty line and has a low literacy rate, low per capital income, societal backwardness, low savings etc., but the new tax structure, good monsoon, government regulation on pricing has created disposable incomes. Today the rural customer spends money to get value and is aware of the happening around him. iv. Traditional outlook – Villages develop slowly and have traditional outlook. Change is a continuous process but most rural people accept change gradually. This is gradually changing due to literacy, especially in the youth who have begged to change the outlook in the villages. v. Rising literacy levels – It is documented that approximately 45 per cent of the rural Indians are literate. Hence, awareness has increased and the farmers are well- informed about the world around them. They are also educating themselves on the new technology around them and aspiring for a better lifestyle. vi. Diverse socio-economic background – Due to dispersion of geographical areas and uneven land fertility, rural people have disparate socio-economic background, which ultimately affects the rural market. vii. Infrastructure facilities – The infrastructure facilities like cemented roads, warehouses, communication system and financial facilities are inadequate in rural areas. Hence, physical distribution is a challenge to marketers who have found innovative ways to market their products. As part of a planned economic development, the government is making continuous efforts towards rural development. In this age of liberalization, privatization and globalization, rural market offers a big attraction to the marketers to explore markets that are untapped. Unlike urban markets, rural markets are difficult to predict and possess special characteristics. The featured population is predominantly illiterate, has low income, characterized by irregular income, lack of monthly income and flow of income fluctuating with the monsoon winds. Rural markets face the critical issues of distribution, understanding the rural consumer, communication and poor infrastructure. The marketer has to strengthen the distribution and pricing strategies. The rural consumer expects value for money and owing to has unsteady and meager status of weekly income; increasing the household income and improving distribution are the viable strategies that have to be adapted to tap the immense potential of the market. Media reach is a strong reason for the penetration of goods like cosmetics, mobile phones, etc., which are only used by the urban people. Increasing awareness and knowledge on different products and brands accelerate the demand. The rural audience are however critical of glamorous ads on TV, and depend on the opinion leaders who introduce the product by using it and recommending it. Opinion leaders play a key role in popularizing products and influence in rural market. Now- a-days educated rural youth also influences the rural consumers. Rural consumers are influenced by the life style they watch on television sets. Their less exposure to outside world makes them innocent and fascinated to novelties. The reach of mass television media, especially television has influenced the buying behaviour greatly. ________________________________________ Rural Marketing – Importance: 1. Size of the Rural Market: An analysis of National Sample Survey data shows that of the total expenditure on manufactured consumer goods, 75 per cent is spent in rural India. The percentage has remained almost unchanged since 1960-61. Though per capita consumption and expenditure on manufactured consumer items is low in rural areas, the market is approximately three times larger. On the assumption that ill persons or families above the poverty line form the market for some branded consumer goods, this market has a size of 42 million households. If we take Punjab, Rajasthan, Gujarat and Andhra, the target market of 72 million people is larger numerically than France, U.K. or West Germany. 2. Rural Market in Value Terms: For non-food consumption items the size of the market (estimated by applying NSS proportions to central statistical organisation data) in current prices was Rs. 5,500 crore in 1970-71, Rs. 9,500 crore in 1974-75 and 13,500 crores in 1979-80. Assuming these items are mainly consumed by the rural population above the poverty line it represents an annual expense of Rs. 5.6 per head per annum. In real terms, however, the growth has been very modest at 2.5 per cent per annum due to a number of factors such as: (a) Lack of concerted effort by the organised sector to penetrate the rural market. (b) Averages are misleading in this type of analysis as peak opportunities which occur in certain pockets may not be fumy realised. (c) If the market for consumer products is considered as a whole it overshadows the opportunities that exist for selected products which may be growing at a much faster rate. 3. Rural Target Population: Wealth distribution in rural India is uneven and the top 13 per cent of the farmers’ land holdings account for 37 per cent of cultivated area. Further, NSS data show that the top 10 per cent of the rural population accounts for above 37 per cent of the expenditure on consumer goods. Not surprisingly the potential market is at the top of the spectrum. However with the increasing spread of the rural income, consumer goods are expected to make substantial penetration into the lower income strata by the normal percolation effect. Then there is an increasing cross flow of population between urban and project town centres which act as conducts for cross flow of products and ideas thus supplementing the demand for such products. 4. The Market for Agricultural Inputs: There is a very rapidly expanding demand for agricultural inputs in rural market. This is borne out by the compound rate of growth in the off take of agricultural inputs between 1970-71 and 1980-81; i. Fertilizers – 10 per cent ii. Pesticides – 12 per cent iii. Area under high Yielding Variety – 12 per cent iv. Tractors – 15 per cent v. Pumps and tube-wells – 11 per cent A recent survey in Andhra, Punjab and Haryana revealed that over 90 per cent of the farmers interviewed felt that they should use more and more new farm practices. The study established that in these areas the farmers are eager to use newer agricultural technology for improving profits and are prepared to take calculated risks. 5. Sources of Rural Purchasing Capacity: Following are the factors which contribute to purchasing capacity in rural areas: (a) Marketable Agricultural Surplus and Rural/Urban Terms of Trade: So far as manufactured consumer goods are concerned, regression analysis indicates that there is a 0.7 per cent rise in consumption for every one per cent increase in marketable surplus of food-grains. As the surplus is increasing every year, there will be increasing purchasing capacity with farmers. (b) Remittances: The traditional remittances from within the county are now being supplemented in several states by remittances from overseas. In 1978 total inward remittances in the state of Kerala were estimated at Rs. 400 crore. This creates new consumption and purchasing patterns. (c) Dispersal of Industry: The investment in the development of backward areas will greatly speed up the income generation process in rural areas. (d) Government Expenditure: Investments in flood control and irrigation facilities will be around Rs. 12,000 crore in 1983-1985 and central sector outlay for rural development and associated programmes will be Rs. 2,300 crore. These will generate income, and increased purchasing power of rural areas can be expected to support consumption of manufactured items. Further, these investments are expected to augment the income generation process from land in future years, which in turn, will accelerate the growth of rural markets. The investment proposed during the VII plan for developing village and khadi industries is of the order of Rs. 2,000 crore. This too will encourage the income generation process. 6. Helpful in the Food Processing Industry: India is a land of agricultural, horticulture, sericulture which produce a number of varieties of food-grains, fruits, vegetables, commercial crops and flowers. The government of India making its efforts to develop the food processing industry while giving a number of benefits including tax benefits, incentives, subsidies, transportation and marketing facilities. Food manufacturers or processors are primarily engaged in adding farm utility to raw farm products. Wheat is milled into flour, livestock is converted into meat products, fruits and vegetables are canned or frozen. These firms play a vital role in transforming bulky, raw, perishable farm products into storable, concentrated, and more appealing good products. In so doing, food processors become involved in several supportive marketing functions, such as transportation storage, and financing. Thus, food processors occupy a strategic position in the food industry. Through the purchase of farm commodities, their activities are closely linked to farmers. As the source of many food product innovations and as the major brand advertisers in the food industry, they are also in close contact with consumer markets. Punjab, Himachal Pradesh and Jammu & Kashmir are the main producers of fruits and vegetables, in south Gujarat, Kerala and Karnataka, Maharashtra are the producer of coconut, groundnut, bananas, cashewnuts and certain other products like tea and coffee. Government is developing food processing industries in these states, which is being responded as per the expectations. 7. Helpful in Economic Development: Rural marketing plays an important role not only in stimulating production and consumption, but in accelerating the pace of economic development. Its dynamic functions are of primary importance in promoting economic development. For this reason, it has been described as the most important multiplier of rural development. The development of an efficient marketing system is important in ensuring that scarce and essential commodities reach different classes of consumers. Marketing is not only an economic link between the producers and the consumers; it maintains a balance between demand and supply. The objectives of price stability, rapid economic growth and equitable distribution of goods and services cannot be achieved without the support of an efficient marketing system. 8. Increase in Farm Income: An efficient marketing system ensures higher levels of income for the farmers by reducing the number of middlemen or by restricting the commission on marketing services and the malpractices adopted by them in the marketing of farm products. An efficient system guarantees the farmers better prices for farm products and induces them to invest their surpluses in the purchase of modern inputs so that productivity and production may increase. This again results in an increase in the marketed surplus and income of the farmers. If the producer does not have an easily accessible market-outlet where he can sell his surplus produce, he has little incentive to produce more. The need for providing adequate incentives for increased production is therefore very important, and this can be made possible only by streamlining the marketing system. 9. Optimization of Resource Use and Output Management: An efficient rural marketing system leads to the optimisation of resource use and output management. An efficient marketing system can also contribute to an increase in the marketable surplus by scaling down the losses arising out of inefficient processing, storage and transportation. A well-designed system of marketing can effectively distribute the available stock of modem inputs, and thereby sustain a faster rate of growth in the rural sector. 10. Growth of Agro-Based Industries: An improved and efficient system of rural marketing helps in the growth of agro-based industries and stimulates the overall development process of the economy. Many industries depend on agriculture for the supply of raw materials. So many producers have installed their industrial units near the village side and are also interested to install the units in the rural areas so as to minimise the transportation cost, easily availability of raw materials and some benefits which are specially meant for rural producers. So growth of agro based industries constitute one of the most important segment of rural marketing. 11. Widening of Markets: A well-knit marketing system widens the market for the products by taking them to remote corners of the country, i.e., to areas far away from the production points. The widening of the market helps in increasing the demand on a continuous basis, and thereby guarantees a higher income to the producer. 12. Price Signals: All efficient marketing system helps the farmers in planning their production in accordance with the needs of the economy. This work is carried out through price signals. The government is announcing the minimum support price of the agriculture produce every year and also emphasising the importance of a particular farm products. For examples during the past 5 years the government is stimulating the fanners to produce more commercial crops like sugarcane, soyabean, sunbean, groundnut, tobacco and tobacco products, sericulture products, fruits and vegetables, cotton and oilseeds. To fetch a good price the farmers are directed to produce as per the requirements of the economy. 13. Adoption and Spread of New Technology: The marketing system helps the farmers in the adoption of new scientific and technical knowledge. Past experience shows that our rural areas were totally under-developed and under-utilised because of the lack of mechanisation of agriculture. With the advancement of technology, mechanisation, introduction of high yielding varieties, development of fertiliser and pesticides and proper government policy has increased the agriculture production to a greater extent which is the back bone of rural industries. 14. Employment: The marketing system provides employment to millions of persons engaged in various activities, such as packaging, transportation and processing. Persons like commission agents, brokers, traders, retailers, weightmen, hamals and regulating staff are employed in the marketing system. A number of employees are working in the marketing system which is three tier system ranging from primary marketing society, central marketing committee and state marketing board. Side by side cooperative marketing system provides employments to a number of employees. Storage, warehousing, transportations, middlemen, provides employments to a number of prospects. 15. Better Living: The marketing system is essential for the success of the development programmes which are designed to uplift the population as a whole. Any plan of economic development that aims at diminishing the poverty of the agricultural population, reducing consumer food prices, earning more foreign exchange or eliminating economic waste has, therefore, to pay special attention to the development of an efficient marketing for food and agricultural products. 16. Contribution to National Income: Marketing activities add to the nation’s gross national product and net national product. An estimate indicate that 14% of the gross national product comes from the rural sector and 11% is derived from rural industries. Moreover there are number of activities which are called allied activities to rural sectors are also giving a reasonable contribution to the national net worth. Rural development means the development of the country cannot be over emphasised. 17. Utility Creation: Marketing is productive, and is as necessary as the farm production. It is, in fact, a part of production itself, for production is complete only when the product reaches a place in the form and at the time required by the consumers. Marketing ads cost to the product; but, at the same time, it adds, utilities to the product. The following four types of utilities of the product are created by marketing: (a) Form Utility: The processing function adds form utility to the product by changing the raw material into a finished form. With this change, the product becomes more useful than it is in the form in which it is produced by the farmer. For example, through processing, oilseeds are converted into oil, sugarcane into sugar, cotton into cloth and wheat into flour and bread. The processed forms are more useful than the original raw materials. (b) Place Utility: The transportation function adds place utility to products by shifting them to a place of need from the place of plenty. Products command higher prices at the place of need than at the place of production because of the increased utility of the product. (c) Time Utility: The storage function adds time utility to the products by making them available at the time when they are needed. (d) Possession Utility: The marketing function of buying and selling helps in the transfer of ownership from one person to another. Products are transferred through marketing to persons having a higher utility from persons having a low utility. ________________________________________ Rural Marketing – 4 Important Challenges : Availability, Affordability, Acceptability and Awareness The four A’s seek to address four important challenges linked to rural markets: Challenge # 1. Availability: Making products avail¬able to geographically scattered con¬sumers is an important challenge for marketers. The geographical expanse of rural villages is over 3.2 million square kilometres. The problem of availability is further compounded by lack of adequate infrastruc¬ture. The poor state or absence of roads poses a daunting task in terms of channels design, selection, and logistics of distribution. HUL has developed its own unique distribution network called ‘Project Shakti’ that involves local people distributing its products in interior villages with population less than 5,000 people. Challenge # 2. Affordability: Incomes disparity between rural and urban consumers creates two different levels of affordability. Low disposable income levels of rural consumers renders products designed for urban markets beyond their capacity. For instance, feature rich high quality products need to be scaled down to make them affordable to rural consumers. This requires visiting the concept of ‘value for money’ from a fresh perspective. Rural consumers do not want cheap products per se; rather they expect good value for money. Therefore, products should be scaled down to an acceptable level of quality in order to render it within their reach. Coca-Cola launched its five rupee bottle to cater to this market. Another affordability creation strategy is developing smaller affordable lower price point packs that do away with the need to invest bigger sums in buying bigger packs. Chik shampoo ushered in this revolution in India, which was followed by many other companies. Prominent brands such as Britannia Tiger, Fair & Lovely, Surf, Himani Navratan Oil, Vaseline, and Cadbury Dairy Milk are now available in affordable packs that cost less than five rupees. Challenge # 3. Acceptability: It is wrong to assume that rural consumer needs and wants are same as that of urban consumers. For instance, erratic power supply and voltage fluctuation require electronic and electric appliances to be adapted as per the rural conditions. For instance, LG and Onida have created value for money models of televisions customized as per rural markets that are marketed under different brands like ‘LG Samporna’ and ‘Igo’ respectively. Similarly, Tata and HUL have developed storage water purifiers that do not require electricity. Challenge # 4. Awareness: Unlike urban consumers, the rural consumers are difficult to reach out to in order to deliver communication messages. This is because the rural markets are not connected by media such as television, press, outdoor, and radio. Media penetration is abysmally low in rural areas. There¬fore, commonly used mass media becomes vastly incapable of reaching rural consumers. Unless consumers are informed and persuaded, brand building is not possible. There are some conventional ways such as cinema, haat, mandi, and mela which can be used to make consumers aware about brands. Some companies use communication vans that combine product promotion with screening of movies to spread awareness. Posters, banners, painting walls, painted kiosks, and events are some ways by which awareness can be built in rural areas. ________________________________________ Rural Marketing – Changes in Environment: Social Changes, Economic Changes, Ethical Changes, Political Changes, Physical Changes and Technological Changes The rural marketing environment is complex and is changing continuously. The marketing organization should foresee and adopt strategies to changing requirements in the market. An adaptive organization that makes its effective marketing plans and its own strategies or a creative one will prosper and create opportunities in the changing environment. Rural marketing environment changes will be in the area of: 1. Social changes. 2. Economic changes. 3. Ethical changes. 4. Political changes. 5. Physical changes. 6. Technological changes. 1. Social Changes: The social changes consist of 3 factors: i. Sociological factors – Consumer society or the community is important. The consumers’ lifestyle is influenced by the social set-up. The social constitution and changes influence customer habits, tastes and lifestyles. ii. Anthropological factors – The regional cultures and sub¬cultures and living patterns influence advertising, sales promotion, selling strategies and packaging. The consumers in East India have different tastes. iii. Psychological factors – Consumer behaviour, attitudes, personality and mental make-ups are unique. The study of behaviour is vital to evolve marketing mix. 2. Economic Forces/Changes: This force consists of three stages: i. Competition – A good and healthy competition brings in good and overall improvement in economic activities. It also brings good quality, quantity and prices. ii. Consumers – The consumers today are quite knowledgeable and choose. Their progress and well-being should be the aim of any economic activity. iii. Price – Pricing is a delicate issue, which should be market- friendly, not too high or too little. The marketer has to keep in mind to get decent returns on investment and efforts of procedures and marketers. 3. Ethical Changes: Business minus ethical values brings degeneration. In the long run, it brings problems. Non-standardization, adulteration, exploitation and falsification are the main ethical issues in business organizations. 4. Political Changes: The government policies towards trade and commerce, internal taxation, external levies and preferential treatments have profound influence on the marketing strategies. 5. Physical Changes: The infrastructure availability for movement and storage of goods play a significant role in the physical distribution of goods and in reaching the consumers. 6. Technological Changes: The fast changing science technologies give a cutting edge to the marketing products. The change of processes reduces manufacturing, packaging and handling cost of products. The changes warrant changes in marketing, inputs and strategies. The capital is made to work faster and harder. So is the case with the marketer. He has to use these new marketing tools and facilities in designing and implementing his marketing strategies, which are adaptive to the changing environment and ensure success. ________________________________________ Rural Marketing – Problems in Channel Management: Multiple Tiers, Higher Costs, Administrative Problems, Non-Availability of Dealers and a Few Others Organizing an effective distribution channel is the second major task in rural marketing. This task too is beset with many unique problems. The Problems: As we shall first analyze these problems and then see how channel management can be handled in the rural context. i. Multiple Tiers, Higher Costs and Administrative Problems: In the first place, the distribution chain in the rural context requires a larger number of Ina tiers, compared with the urban context. The long distances to be covered from the unproductive points and the scattered locations of the consuming households cause this situation. At the minimum, the distribution chain in the rural context needs the village level shopkeeper, the mundi level distributor and the wholesaler/stockiest in the town. And on top of them, it involves the manufacturers’ own warehouses / branch office operations at selected centers in the marketing territory. Such multiple tiers and scattered outfits push up costs and make channel management a major problem area. ii. Scope for Manufacturers’ Own Outlets Limited; Greater Dependence on Dealers Inescapable: The scope for manufacturers’ direct outlets such as showrooms or depots in the rural market unlike in the urban context. It becomes expensive as well as unmanageable. Dependence of the firm on intermediaries is very much enhanced in the rural context as direct outlets are often ruled out. But controlling such a vast network of intermediaries is a difficult task. Control is mostly indirect. And because of these factors the firm has to be more careful while selecting the channel members in the rural context. iii. Non Availability of Dealers: In addition, there is the problem of availability of dealers. Many firms find that availability of suitable dealers is limited. Even if the firm is willing to start from scratch and tryout rank newcomers, the choice of candidates is really limited. iv. Poor Viability of the Retail Outlets: Moreover, sales outlets in the rural market at the retail level suffer from poor viability. A familiar paradox in rural distribution is that the manufacturer incurs additional expenses on distribution and still the retail outlets find that the business is unremunerative to them. The scattered nature of the market and the multiplicity of tiers in the chain use up the additional funds the manufacturer is prepared to part with. And no additional remuneration accrues to any of the groups. Moreover, the business volume is not adequate enough to sustain the profitability of all the groups and the retail tier is the worst sufferer. v. Inadequate Bank Facilities: Distribution in rural markets is also handicapped due to lack of adequate banking and credit facilities. Rural outlets need banking support for three important purposes: (a) To facilitate remittances to principals and to get fast replenishment of stocks (b) To receive supplies ‘through bank’ (retiring documents with the bank) (c) To facilitate securing credit from banks As banking facilities are inadequate in the rural areas, the rural dealers are handicapped in all these aspects. It is estimated that there is only one bank branch for every fifty villages. vi. Inadequate Credit Facilities from Banks: Inadequacy of institutional/bank credit is another constraint. The rural outlets are unable to carry adequate stocks due to lack of credit facilities. They are unable to extend credit to their customers. And the vicious circle of lack of credit facilities leading to inadequate stocking and loss of business, finally resulting in poor viability of outlets, gets perpetuated. Analysis shows that many companies hesitate to venture into rural markets largely because of the problems on the distribution front. They find it uneconomic to operate outlets in rural areas as in their perception, cost of selling, cost of transportation, cost of sub-distribution and cost of servicing the outlets are all very high in the rural market. vii. The Existing Market Structure: It has been estimated that the Indian rural market is composed of 22,000 primary rural markets and 20 lakh retail sales outlets of which nearly one lakh are fair price shops of the Public Distribution System (PDS). One retail shop serves on an average 60 to 70 families in the rural areas. The structure involves stock points in feeder towns to service these retail outlets at the village level. The stock points belong to either the manufacturer or the marketer / distributor for the area. In either case, the stock point in the feeder town is the key to rural distribution. viii. The Available Channel Choices: Today, the channel types that are available in the rural markets are as follows: i. The private shops, ii. The cooperative societies. iii. The Fair Price Shops (FPS), (cooperatives or private), of the PDS. iv. The village shandy or weekly market Out of the above, the cooperative societies are mainly concerned with the distribution of agricultural inputs and the FPS with the distribution of essential commodities consumed by the common man. The Village shandy’ is a widely used channel of the rural market. But its role in marketing branded products is somewhat limited. The Private Village Shops: For a large variety of consumer products, the private shops are the main channel in the rural markets; they are also the cheapest and the most convenient channel to align with. As such, we shall examine in some detail how the private village shops are utilized by the business firms in their rural distribution effort. According to a census of retail outlets carried out by the Operations Research Group (ORG), there are 2.02 million sales outlets in rural India, with a major chunk constituted 1 by the private shops. In fact, the private village shops of India are seen to be one of the cheapest distribution channels in the world this is quite striking, considering the many handicaps with which the village shopkeeper in India has to operate He is forced to deal in a large number of products in order to make his operations viable. That means a larger inventory .The longer lead time for replenishments from the urban based production point enlarges the inventory holding further. And as his sales are not uniform throughout the year, he has to carry the inventory over a longer period of time. All these factors lead to the blocking up of his capital. The scope of compensating for the higher costs through increased markup is rather limited. He cannot add a higher mark up on many of the products he is handling simply because the consumer he is catering to cannot afford to pay a higher price. Nor is he able to make up by increased turnover. The average daily turnover of a rural shop is often less than Rs 200. Even this level of turnover is generated only when he extends credit to his customers. And he incurs additional expenses for the frequent trips he has to make to the supply points in the towns/market centers. But in spite of all these handicaps of low turnover, high inventory costs and inadequate marketing support from the principals, the village shopkeeper operates quite efficiently. He achieves this feat largely through his inborn ability for astute management of money and other inputs. He also puts in hard work. He keeps his shop open for 14 hours a day compared to the 8 hours service provided by the urban shops. And he keeps his shop open for 365 days in the year with the support of his wife and children and ensures that he does not miss a single possible sale. In fact, it is mainly human labour, the cost of which neither gets accounted nor paid for that makes the traditional private village shops of India one of the cheapest distribution channels in the world. It is quite natural that firms seeking an effective presence in the rural market, willingly embrace the private village shops as the major component of their distribution outfit. And on their part, the village shops function as an effective bridge between the scattered rural consumers and the urban-based producers. Organizing one’s channel out of these private shops, however, requires assiduous efforts on the part of the firm. It has to select its outlets from out of existing shopkeepers or select a few fresher and appoint them as the outlets. The choices are usually confined to the following categories: i. Existing traditional private shops ii. Money lenders willing to branch off to trade, iii. Land owners willing to branch off to trade iv. Educated unemployed persons The firm has to select personnel from among the above groups depending on the product line and other relevant factors and then train them and develop them into competent dealers. Satellite Distribution: A concept that has come to be known as ‘satellite distribution’ can be tried in developing a distribution channel in the rural market. Under this system, to start with, the firm appoints stockiest feeder towns. They take care of financing of goods, warehousing of goods and sub distribution of goods in the area covered by the feeder town. The firm also appoints a number of retailers in the around the feeder towns and attaches them. Managing the Rural Sales Force: The special requirements with the rural sales force has to meet, the task of sales force management too caries certain added dimensions in the rural context. In selecting the salesmen, in giving them orientation, in motivating them and in developing them the sales manager has to adapt to the unique requirements of rural selling. For example, while providing orientation to the newly recruited rural salesmen, the sales manager may have to devote a longer time. And mere classroom training will not meet the requirements of orientation of rural salesmen. The salesmen need comprehensive on- the-job coaching in selected village markets. And they need to be educated about the rural marketing environment in addition to being trained in salesmanship and selling techniques. The rural sales manager must also support his salesmen with non-conventional means of market promotion suitable to the rural consumers. Rural salesmen also need more intensive sales training, as they have to handle a variety of products. In short, sales force management in the rural context becomes an exacting job, especially when the firm has big stakes in rural marketing and when it operates on a nationwide basis. For example, Hindustan Lever’s rural salesmen have to cover 70,000 rural locations. Administering such a large and scattered sales force, supervising them, supporting them in sales calls, coaching them on the job, attending to their official and personal problems and above all, motivating them for better results is an exacting task for the sales manager. ________________________________________ Rural Marketing – Factors Affecting the Growth of Rural Marketing in India India is a land of agriculture and basically she resides in the villages. According to 1991 census more than 63 per cent of the population lives in villages. That this population makes its both ends by cultivating, selling the agricultural product, working on agriculture which is called agricultural labours, some are involved in the processing of agricultural products and allied activities. Some are rendering the services to the villagers by providing those seeds, fertilizers, pesticides and some are doing the job work on agriculture. This conclude rural marketing has taken place only from the agricultural field. There are some factors which are responsible for the growth of rural marketing in India. They are: Factor # 1. Professionalisation or Specialisation of the Marketing: Marketing has been recognised as profession in the early 1950. People are now preferring the jobs in the marketing department and accepting the challenges of the marketing management. People are now more interested to acquire knowledge of the marketing and apply it in the field of marketing. The tendency towards increasing specialization by persons in certain jobs has resulted in an increase in their efficiency and the breakdown in the self sufficiency of the family unit. Specialization, thus, has resulted in increased production, which is the base for the growth of marketing. The government is also motivating the people who are the graduates in marketing and also the institutions which are providing marketing education by allowing fellowship to the graduates and a huge amount of grants to the institutions. Factor # 2. Urbanisation: In the 1981 census the rural population was 69 per cent of the total population which fell down to 63% in the year of 1991. This indicates that the rural population is moving to the urban areas for the purpose of acquiring education seeking employment, business purposes and selling the agricultural and rural products in the urban areas. As the demand of rural products in urban areas is more and by selling these products in the areas they can earn their livelihood. Urban people are the main buyers of agricultural commodities. The urban population of India and increased from 33.5 million in 1931 to 62.9 million in 1951, to 109.1 million in 1971, to 181.9 million in 1981 and 217.2 million in 1991. This has necessitated a faster growth of agricultural marketing. Factor # 3. Development of Transportation and Communication: The modern means of transport and communication is the most important tool of developing the size of rural marketing. Transportation and communication is just like a life blood in the human life. Transportation and communication make and help the process of marketing and minimizes the distance between the different centres. The increasing transportation and communication facilities have widened the market for farm products. The length the breadth of the market to which a product is taken from the production areas have increased. In the absence of these facilities, the movement of produce from one area to another was limited, and the consumption of a product was restricted only to the areas of production or at the most to nearby area. Factor # 4. Technological Change in Agriculture: Technological developments in agriculture, such as the evolution of high- yielding varieties of seeds, increased use of modem inputs and cultivation practices in the agricultural sector, has resulted in substantial increase in farm production. The marketed surplus of the agricultural produce has therefore increased. Production conscious farmers have also become income/price conscious. This has resulted in the growth of the marketing system. The importance of an efficient marketing system as a vital link between the farmer and the consumer was recognised way back in 1928 by the Royal Commission on Agriculture. Since then, a good deal of progress has been made in organising agricultural marketing by the adoption of the various administrative and legislative measures by the Government from time to time. The establishment of the Directorate of Marketing and Inspection in 1935, the enactment of the Act for the grading and standardization of agricultural commodities, the conduct of commodity market surveys, and the establishment of regulated markets in the country-these are some of the measures which have been taken upto improving the marketing situation and to make agricultural marketing as efficient as possible. During the First and Second Five Year Plans, agricultural marketing did not receive importance. Whatever development that took place in the sphere of marketing was due to the gradual progress towards the commercialization of agriculture, as a result of its own dynamic nature, and not because of any specific Government efforts. The National Commission on Agriculture (the first commission which suggested measures for the development of agriculture in the post-independent period) remarked- “There is an increasing awareness that it is not enough to produce a crop or animal product, it must be marketed well. Increased production, resulting in a greater percentage increase in the marketable surplus accompanied by the increase in demand from urban population, calls for a rapid improvement in the existing marketing system.” Factor # 5. Cooperative Marketing and Government Efforts: Marketing Committee system and cooperative marketing are the two parallel institutions framed for the purpose of rural marketing. The marketing system is working under the direct control for the respective state governments having its three tier system, the apex institution is state marketing board, at district level central marketing committee and at block level primary marketing committees are functioning. The cooperative movement as it was envisaged by the father of nation Mahatma Gandhi, in every state we are having the producer, commission agents, government nominees and the representative of local areas. These markets are working very successfully and as a result it has increased the share of sales of rural products in the regulated markets. By this system we mean one for all and all for one. It teaches the principle of cooperation and fraternity. Moreover it is increasing the spirit of the producers as their interests are protected through the marketing system in India. So this is the main reason that rural marketing is gaining more and more attention in the Indian market scene. ________________________________________ TOPIC: MARKETING IN DIGITAL AGE • DIGITAL MARKETING HOW DIGITAL MARKETING IS HELPING E-COMMERCE TO GROW Nowadays, digital marketing has penetrated into every field. The primary reason behind this phenomenon is that business processes are evolving very quickly and there are a lot of experimentation and changes done in the industry. We are getting diverted by one or the other upcoming trends. Coming to consumers, we can’t pretend about them as their behaviour is changing by every minute. Digital marketing as a mechanism can easily adapt to these changes. What is trending today might not be the trend next month. E-commerce It is your birthday coming up but no time to go to a shopping mall, and you know you need to shop a lot – from a dress to a pair of shoes, accessories and bags. What comes to save you that moment is your E-commerce shopping website. It is a saviour again when guests are coming home for dinner but you are out of groceries, you order and you get it on time. These are a few day-to-day examples and in fact, this has become a part of our lives. We got so used to these sites, for a dress, we order from Flipkart, Myntra, Ajio, Jabong or any other site, for groceries- Reliance Smart or Grofers.com and Zomato, Swiggy or Food Panda for food. E-commerce is a business where buying and selling completely depends on the internet. Therefore the Digital Marketing comes into the picture, as it is the only medium to help E-commerce business to grow. The speedy growth of smartphones and internet give comprehensive access to selling and purchasing merchandise at an ease. Why is Digital Marketing Essential for an E-commerce Business? Using Digital Marketing, E-commerce creates huge revenue as it helps to acquire customers and brand value. Customers are no more dependent just on content or a word-of-mouth before buying a product; they make sure to read the reviews about a product on all the platforms on which the product is listed. According to the recent analysis, 37 million social media visits led to 529,000 orders approx. Out of others, Facebook helps to get more traffic to the website which leads to sales constituting average 85% of all the orders. It has become very important to grab customers attention as they get distracted really easily, this is where Digital Marketing comes into the picture and help E-commerce businesses to go through such challenges. Digital Marketing focuses on incorporating it’s appropriate marketing channels to make it easier for E-commerce businesses, find out few of the most important Digital marketing channels below. 1. Search Engine Optimization (SEO) For your e-commerce website, Search Engine Optimization (SEO) is like a blessing in disguise. It is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. Let us take an example of the case study of Zagg, which is a mobile accessories retailer. They produce lots of content and aggressively post up to 35 times per week, which helps customers find them online easily. They promote their products through content, giveaways and by other promotional activities, Zagg’s content drives a lot of sales and engagement. In 2012 alone, the company reported a 172% ROI on their blog – all of which came from direct sales. 2. Search Engine Marketing (SEM) Search Engine Marketing (SEM) is focused on improving the website’s visibility in order to increase organic search engine ranking. It is a perfect channel which provides short-term results really quickly. Search engine marketing (SEM) uses paid ad campaigns based on keywords to reach out to users actively searching for your website. The most well-known and effective platform of SEM is Google AdWords, it is the paid search channel where E-commerce businesses should definitely focus on. Here is a case study of Trivago, how they used Google AdWords to be listed at the top of relevant search results. In 2015, Trivago used Google’s Dynamic Search Ads to improve automate complex search doubts, which included the question like “What are the nicest hotels in San Francisco?” According to Google, their Dynamic Search Ads feature also “automatically generated longer, more relevant ad headlines for the company’s ads based on a person’s specific search.” This resulted in a 140% higher click-through rate, with better conversions in new markets, and greater ad ROI in the markets. 3. Email Marketing Email marketing is not dead yet, it is still the most effective channel of Digital Marketing for retailers delivering actual ROI. Emails play an important role in providing a better customer shopping experience. Once you order or pay for your product on the E-commerce website, immediately you get the confirmation email and also a digital invoice. Users might email questions about products, your experience, or remind customers of their abandoned shopping cart. or general information requests about the company. Personalised emails help your customers connect with your company well. Let’s take the case-in-point of Amazon.They started with personalizing their email campaigns as per customers’ preferences. They started with segmenting customers for email marketing campaign, which made it simple for them to get personal and tap into customer’s interest which helped in enhancing the profitability index. Amazon’s process worked by having a strategic email campaign which began with sending out the welcome email with an engaging subject line, link, the brand story, any special offer and also sent out social media invitations. They even sent out the invite people to browse the store. Amazon started sending out the product suggestions based on the previous purchases and browsing history. After the purchase of the product, they started sending out thank you emails. It was the database of the customers which helped Amazon to enhance the personalization of the message and making it so effective. They designed a specific blueprint for each customer to ensure they were getting the best ROI. 4. Social Media Marketing (SMM) Social media has taken over the world, there is hardly anyone who is not active on social media. Posting regularly on Instagram or Facebook have become a day to day habit. It has become easier for brands to reach out customers through social media. As social networks are getting stronger it has become for Digital market professionals to include paid social media as part of their strategy to reach out more customers. Below is the case study of Zappos which is an online shoe store. Zappos is successful at social media not because of some special campaigns but what they did was, they projected their unique service and culture to the world. The first element of their approach is their service which are; 1. They have a Twitter account dedicated to Service Issues 2. To uncover service opportunities 3. Initiate response 4. Augment praise 5. Strengthen Service reputation Coming to their second element of the approach, which is their culture, 1. There are 400 employees in the company and they all got Twitter accounts. 2. Who they hire is cooperative with this culture of service 3. Most of their social media initiatives are about exposing the people at Zappos, who through their actions strengthen the company’s competitive advantage. Which makes the company real. The CEO of the company also communicates about his passion over Social Media. The main strategy of Zappos is to make people more eager to know about their service and culture over social media Conclusion It is not possible for an E-commerce platform to grow organically by itself in a short span of time. Digital marketing professionals could make it possible by grabbing maximum attention from the target audiences and helping out your business to convert those into sales. Also, don’t forget there would be more digital marketing channels popping up in the future, so what you have to get a hang of the above ones properly and then start with the new ones. IMPORTANCE Digital Marketing has taken the marketing world entirely by storm. Businesses are increasingly using digital marketing practices to increase their brand awareness, build a customer base, and get a greater Return On Investment (ROI), as compared to traditional marketing methods. This is especially true for e-commerce businesses. If you have an e-commerce business, there are many reasons why you should have a digital marketing strategy in place. In this blog post, we’ll talk about the importance of digital marketing, the benefits it offers, and why e-commerce businesses NEED to adopt such a strategy. 1. Digital Marketing Can Help You Market Your Products Online The days when you would have to market your product by going store to store, distributing pamphlets and leaflets are long gone. Digital marketing has revolutionized the entire concept of marketing your goods and services. Nowadays, all products and services can be marketed online. Each business has its own social media pages in addition to its website where it can promote its product, increase customer engagement, and build a loyal customer base. Buying and selling products and services has never been easier than it is in today’s digital age. E-commerce businesses are almost entirely based online, so the importance of digital marketing for them cannot be understated. 2. Reach Millions At Once The internet is growing and exploding each day with millions of users worldwide. As the owner of an e-commerce business, digital marketing channels are the perfect way to reach out to a whole lot of customers at one time. Unlike the olden days when companies would have to send separate letters in the post to each potential customer, which would cost a lot of time and money, businesses nowadays only have to type out a single email which can be sent to an entire mailing list of customers with just the click of a button. 3. Helps You Compete With Other Businesses The world as we know it today is entirely digital. Therefore, it will be difficult to compete with any other similar business if you fail to make and execute your own digital marketing strategy. The big boys of the marketing world already have this figured out, and if you want to even survive in this sphere, you’ll need to develop a digital marketing strategy and then execute it. 4. Impacts the Buying Decision of the Customer The type of digital marketing strategy that you opt for impacts the customer’s buying decision. Your strategy is what attracts your customers to your products and keeps them loyal to you. You need to make sure that in a world with so much competition, your marketing strategy is one that is able to attract and retain customers. The right digital marketing strategy will ensure that your customers are always engaged and remain loyal to your brand. You can increase loyalty by giving free products out, giving them a glimpse into the inner workings of your company, and even talking to them through polls and online discussions. 5. A Massive Increase in Sales Digital marketing efforts are the easiest way to increase sales in the short term. Since online shopping is so convenient, just advertising your product to the right demographic will ensure that people try out your products and services. If they like what you have to offer, you’ll start to develop a loyal customer base. If you are the owner of an e-commerce business, the importance of digital marketing cannot be understated for you. As such, you need to develop such a strategy and get started on executing it right away!

lesson 2:TOPICS COVERED : GREEN MARKETING , EVENT MARKETING , NETWORKING MARKETING ,DIRECT MARKETING, SOCIAL MARKETING ,BUZZ MARKETING AND VIRAL MARKETING What is Green Marketing Green marketing can be defined as, “All activities designed to generate and facilitate any exchange intended to satisfy human needs or wants such that satisfying of these needs and wants occur with minimal detrimental input on the national environment”. Green marketing refers to the marketing of products and services considered environmental – friendly that make their marketers “environmentally responsible”. The advent of green marketing was due to consumer demands. Green Marketing Definition Green marketing is the marketing of products that are presumed to be environmentally safe. – American Marketing Association Business Dictionary defines green marketing as promotional activities aimed at taking advantage of changing consumer attitude towards a brand. These changes are increasingly being influenced by a firm’s policies and practices that affect the quality of the environment and reflect the level of its concern for the community.it can also be seen as the promotion of environmentally safe or beneficial products. Evolution and Need of Green Marketing The American Marketing Association (AMA) held the first workshop on ecological marketing in 1975. In 1980 green marketing came into existence for the first time. It incorporates several activities such as product modification, changes to production processes, and packaging, advertising strategies and also increases awareness on compliance marketing amongst industries. The green marketing has evolved over a period of time. The evolution of green marketing has three phases. • First phase was termed as “Ecological” green marketing, and during this period all marketing activities were concerned to help environment problems and provide remedies for environmental problems. • Second phase was “Environmental” green marketing and the focus shifted on clean technology that involved designing of innovative new products, which take care of pollution and waste issues. • Third phase was “Sustainable” green marketing. It came into prominence in the late 1990s and early 2000. • Need of Green Marketing 1. Anthropological View 2. Educating your Customers 3. Genuine and Transparent 4. Re-assure the Buyer 5. Consider Pricing 6. Giving your Customers an Opportunity to Participate Anthropological View Issues like global warming and depletion of ozone umbrella are the main for the healthy survival. Every person, rich or poor, would be interested in quality life full of health and vigour and so would the corporate class. Educating your Customers It is not just a matter of letting people know you are doing whatever you are doing to protect the environment, but also a matter of letting them know why it matters. Otherwise, for a significant portion of your target market, it’s a case of “So what?” and your green marketing campaign goes nowhere. Genuine and Transparent You are actually doing what you claim to be doing in your green marketing campaign and the rest of your business policies are consistent with whatever you are doing that’s environmental-friendly. Both these conditions have to be met for your business to establish the kind of environmental credentials that will allow a green marketing campaign to succeed. Re-assure the Buyer Consumers must be made to believe that the product performs the job it’s supposed to do-they would not forego product quality in the name of the environment. Consider Pricing If you are charging a premium for your product and many environmentally preferable products cost more due to economies of scale and use of higher-quality ingredients, make sure those consumers can afford the premium and feel it’s worth it. Giving your Customers an Opportunity to Participate Means personalizing the benefits of your environmental-friendly actions, normally through letting the customer take part in positive environmental action. ________________________________________Green Products and Their Characteristics The products which are manufactured through green technology and that cause no environmental hazards are called green products. Promotion of green technology and green products is necessary for the conservation of natural resources and sustainable development. We can define green products by following measures: • Products those are originally grown • Products those are recyclable, reusable and bio-degradable, • Products with natural ingredients • Products containing recycled contents, non-toxic chemicals, • Products containing underapproved chemical • Products that do not harm or pollute the environment • Products that will not be tested on animals • Products that have eco-friendly packaging, i.e., reusable, refillable containers, etc. ________________________________________ Challenges in Green Marketing The firms using green marketing must ensure that their activities are not misleading to consumers or industry, and do not breach any of the regulations or laws dealing with environmental marketing. Challenges in green marketing: 1. Need for Standardization 2. New Concept 3. Patience and Perseverance 4. Avoiding Green Myopia Need for Standardization It is found that only 5% of the marketing messages from “green” campaigns are entirely true and there is a lack of standardization to authenticate these claims. There is no standardization currently in place to certify a product as organic. Unless some regulatory bodies are involved in providing the certifications there will not be any verifiable means. A standard quality control board needs to be in place for such labelling and licensing. New Concept Indian literate and urban consumer is getting more aware of the merits of green products. But it is still a new concept for the masses. The consumer needs to be educated and made aware of the environmental threats. The new green movements need to reach the masses and that will take a lot of time and effort. By India’s ayurvedic heritage, Indian consumers do appreciate the importance of using natural and herbal beauty products. The Indian consumer is exposed to healthy living lifestyles such as yoga, meditation and natural food consumption. In those aspects the consumer is already aware and will be inclined to accept the green products. Patience and Perseverance The investors and corporates need to view the environment as a major long-term investment opportunity, the marketers need to look at the long-term benefits from this new green movement. It will require a lot of patience and no immediate results. Since, it is a new concept and idea, it will have its own acceptance period. Avoiding Green Myopia The first rule of green marketing is focusing on customer benefits, i.e., the primary reason why consumers buy certain products in the first place. Do this right, and motivate consumers to switch brands or even pay a premium for the greener alternative. It is not going to help if a product is developed which is absolutely green in various aspects but does not pass the customer satisfaction criteria. This will lead to green myopia. Also if the green products ________________________________________ Marketing Mix of Green Marketing Just as we have 4Ps of marketing mix, viz., product, price, place and promotion in marketing, we have 4Ps in green marketing too, but they are a bit different. 1. Product 2. Price 3. Place 4. Promotion Product Products can be made from recycled materials or from used goods. Efficient products not only save water, energy and money, but also reduce harmful effects on the environment. Green chemistry forms the growing focus of product development. For example, Nike is the first among the shoe companies to market itself as green. Price Green pricing takes into consideration the people, planet and profit in a way that takes care of the health of employees and communities and ensures efficient productivity. Value can be added to it by changing its appearance, functionality and through customization, etc. Wal Mart unveiled its first recyclable cloth shopping bag. Place Green place is about managing logistics to cut down on transportation emissions, thereby in effect aiming at reducing the carbon footprint. For example, instead of marketing an imported mango juice in India it can be licensed for local production. This avoids shipping of the product from far away, thus reducing shipping cost and more importantly, the consequent carbon emission by the ships and other modes of transport. Promotion Green promotion involves configuring the tools of promotion, such as advertising, marketing materials, signage, white papers, websites, videos and presentations by keeping people, planet and profits in mind. Indian Tobacco Company has introduced environmental-friendly papers and boards, which are free from elemental chlorine. ________________________________________ Importance of Green Marketing Green marketing offers business bottom line incentives and top line growth possibilities. While modification of business or production processes may involve start-up costs, it will save money in the long-term. For example, the cost of installing solar energy is an investment in future energy cost savings. Companies that develop new and improved products and services with environmental impacts in mind give themselves access to new markets, substantially increase profits and enjoy competitive advantages over those marketing non-environmentally responsible alternatives. Topic: Event Marketing When it comes to making purchasing decisions, today’s consumer is bombarded with numerous pitches and commercials every day. Therefore you must attract the buyer’s eye. According to Forrester, event marketing makes up the most significant B2B marketing budget (24%). It is said to be the most important and compelling content tool as it helps you become the talk of the town if done the right way. Event marketing is a technique of creating a themed exhibit, display, or presentation to promote a product, service, cause, or organization through in-person participation is known as event marketing. It is one of the most coherent ways to connect with your audience. Event marketing is a sort of marketing that entails holding, participating in, or attending events to advocate a brand, product, or service. It aids in developing deeper ties with clients and their education about your product. Every event is distinct in terms of its target audience, substance, and culture. As a result, event marketing merits its distinct marketing strategy. How is Event Marketing Important? Event marketing is relatively simple to implement across events and at scale with the help of data and analytics. Events may help boost sales, increase spirit, and advertise a product, among other things. There appears to be an infinite number of ways to publicize a particular event. In truth, event marketing can take a variety of forms depending on your position within your company. The last two years have taught us to be conscious of the climate and industry regarding event marketing since timing might affect the event marketing process. It can’t be argued that promotion is essential for events, whether live, virtual, or hybrid. Not to forget, the purpose of the event is at the heart of the event marketing process. You can design effective promotions and realistic goals based on your objectives for the said event – that is, by clearly establishing what you want to achieve as an outcome of the event marketing process. The practice of event marketing is inextricably linked to event tactics. Take, for example, a period like this while we’re amid a global pandemic. Hence the strategies now might differ from the ones during regular times. Even though the modern marketing scenario is becoming increasingly digital-focused, event marketing has remained a hot topic on the table. Events provide marketers with an excellent opportunity to form new relationships and trust potential leads by providing that personal touch that digital often lacks. It’s a chance for customers to get in touch directly with businesses and gain a sense of their unique brand personality. The marketing process does not stop at the event; there is frequent pre-and post-event advertising. Many of the world’s most successful companies spend 1.7 times their annual marketing budget just on live events and seminars. So, is Event Marketing effective? Well, yes, it mixes value with experience. Major marketing events featuring product demos, live speakers, first-hand experiences, and one to one encounters can provide incalculable worth in terms of value in addition to content. Instead of simply reading an informative blog post, buyers may listen to an expert speak live, ask questions, and network with other like-minded people at an event. Rather than viewing a how-to video to learn how to use a product, people can test it out for themselves and get the help they need to get the most out of it. Hence, event marketing is a great way to attract leads and convert them through involving them further by being the missing link to their smooth business journey. What are the Essential Elements of Event Marketing? As an event planner, you’re probably often thinking about promotion. If you’re planning a great event, you’ll want to see a lot of people there. This commits you to plan and execute top-tier marketing strategies. To help you remember the key components of event marketing, we have put together a few points as below: 1. Events are goal-oriented Any event conducted needs to meet the set goals. For example, if the advertising goals of the event are not met, the event is a complete failure on a commercial level, regardless of how much fun people had or how much popularity it gained. 2. Visitors are the center of attraction When it comes to the number of visitors for events that have been thoroughly planned, the more, the merrier, but to ensure to invite the right audience- determine your target market and emphasize the benefits of attending the event. Guests attend events to learn about the latest goods, watch renowned presenters, and participate in seminars and workshops to expand their knowledge. Place visitor information on the event website, including vital details such as the venue, entry charges, travel, programme and event schedule, list of exhibitors, and event highlights. Provide early-bird discounts to encourage attendees to book early. 3. Create content to attract an audience It is critical to get the message across to the target audience, so deep research into the demographics of the attendees is necessary to properly communicate about the product so that they understand the product appropriately. Use social media sites like Facebook, Twitter and Instagram to share the most up-to-date information about the event, such as new product releases, updates to the presenter roster etc. 4. Devise a pivotal message to communicate through the event Creating content and having your audience consume it, on the other hand, is a boon to your event’s goal. It allows you to design the message in a way that guests will readily agree with or accept. You don’t just conduct events to cheer up the participants; events should accomplish their objective of providing information that helps audiences understand the organization and its contribution and influence. Attendees are more likely to trust the organization as a result of this. 5. Record feedback A feedback form is an excellent approach to obtain a response from the audience. Make feedback form a part of the gift voucher to gather feedback from the target audience/guests such that only after completing the feedback form and returning it to an attendant may a guest claim the gift coupon. People are often hesitant to provide feedback in writing, so these strategies are fundamental to obtain input. 6. Nurture customer relations Develop customer relationships. You can start building relationships with visitors after the event by communicating with them and keeping in touch. This will help you market future events. To retain longer-term interest, provide news about your event on your website or social media, such as the release of new items or relevant publications. Although, keeping in touch or building a bond should not always lead to a sales pitch. Because people might find it pushy sales tactics and become unresponsive to any communication from your end, instead, foster a sense of community around your event, encourage visitors and participants to share their thoughts and information on social media. 7. Pay attention to the selection of a venue Make sure the location is correct. Select a location that is both convenient and alluring to visitors and participants. The site must be able to accommodate the expected number of exhibitors and visitors. Make sure to choose a venue that is accessible by all modes of transport easily. Consider venues that offer other attractions to attendees, such as a popular tourist destination, if your event will span over many days. The most desirable spots in any exhibition area are near the event’s entrance and walking to the food booths and restrooms. How can we measure the ROI of successful event marketing? Event evaluation aims to lend a hand to the team to become more efficient and productive the next time it plans an event. It aids in the detection of errors and the subsequent learning from them. Event evaluation should be completed either immediately following the event or the next day. To review the event, a meeting with the team members should be held. A discussion would help us measure the return on investment of the event. Events generate sales leads and serve as a valuable networking opportunity for businesses and brands to meet their target audiences and clients in person. That’s what we know, at least. However, as any marketer, sales representative, or event planner can tell you, qualifying those leads is far from surefire. There are numerous tangible and intangible advantages to attending events. While there’s nothing wrong with results like brand awareness or spreading the word, specifying a goal helps to have some specific results when it comes to proving the value of your event to your supervisor. You invested a lot of time, effort, and money into producing an unforgettable experience, so do yourself a favour and devise a strategy to demonstrate how important your event is to your company and the objectives of putting the efforts into the said event. Measuring ROI begins with goal-setting, as it does with most elements of event planning. Could your goal be bringing in new business or creating hype around the debut of a new product? In any case, make a detailed list and then rank them in order of importance. Remember that some objectives will necessitate specifics. Although it is simple to calculate ticket sales revenue, determining new product awareness will necessitate establishing precise measures and values in advance. The holy grail of all marketing measures is the return on investment (ROI). However, how do you adequately quantify it? It all begins with collecting the appropriate data at each level of the event marketing funnel. As mentioned earlier, here’s a little description of how social media and surveys can help you achieve the data. Social Media Using social media to track activity before and after an event is nothing new, but monitoring what your attendees are saying during the event could provide significant hints and insights that can help you improve your event in the future. Before an event, many event marketers employ social media marketing as a primary engagement tool. However, this decreases following the occurrence. It seems ridiculous that most event organizers withdraw from social media once the event is over, and even more ridiculous that we don’t prioritize social media during events. Measure involvement around your event with social listening before, during, and after it takes place by searching for : • Your mentioned hashtags • Name of your firm • Name of the event • Name of the venue or related topics. Keep note of the number of posts/tweets, as well as any photographs or videos, to help you with your post-event activities. During sessions, social listening can be used to track involvement. Look for speaker quotations and general sentiment (e.g., if they’re going on too long, how enthusiastic they are, etc.) to help you with this. Many solutions are available to assist you in creating social listening dashboards. You may specify specific keywords, hashtags, and branded terms to track, and you’ll get a real-time report as events unfold. Live-tweeting or posting updates through pictures and videos can also be helpful. Encouraging the audience to tag your account while posting updates on social media can aid in reaching out to a larger audience. Surveys Sending out surveys during or after an event is an excellent method to measure interest from guests and acquire more data that you can use to plan your next one. Please find out how much they enjoyed the session and how long they stayed. You can also inquire about specific issues they would like you to address. This will aid in the direction of your future event strategy and your content marketing initiatives. Marketers that take the time to answer these surveys are typically invested and engaged. They are more likely to become leads. These individuals should be qualified appropriately. A survey tool or mobile app, or website can help you collect this information. You can time the distribution of your survey to strike when it’s fresh in their minds if guests use your app to indicate interest or register for sessions. If you collect participant email addresses at your event (which you should), you already have a direct line of communication with them. Not everyone will respond during the event because they are hopefully still focused on it, but you might be surprised who responds after it has ended. You’ve set yourself up to measure the amount of success from your events by gathering data and measuring the metrics suggested in this post (based on your goals). However, there is one more step to take: incorporating these findings into an ROI model. Here’s an effective strategy to help you measure both objective and subjective goals. Calculating the ROI While summing up the net expenses, we consider : • Production costs like the fee paid for the venue, catering invoices, services and bought goods. • Money spent in marketing about the event, on social media, ad boards, etc. • Time spent by the employees during the event, which is quite an important factor often ignored. Then calculating the outcome : • Revenue generated during the event. • Customers acquired. • Appointments made. • Leads generated. • Business development opportunities discovered. Now you may compute the ROI based on overall costs and income, predicted deal flow, and retention with these statistics in hand. The ROI can now be calculated as : • Net profit made = Total Revenue – Total expenditure. • ROI = Net profit /Total expenses. The part that often goes under the radar because it is pretty tricky is finding the subjective outcomes of the investment : • Awareness was created about the brand. • New Networks created. • Recruitment of newer personnel. • Refreshed customer relations. Soft Metrics can be used to measure these outcomes. Visits to your booth, attendees to a keynote, and brand mentions on social and the web are all examples of soft metrics. Both exhibitors and event planners can benefit from these figures. Soft metrics use subjective data and interactive reactions to measure an employee’s effectiveness. Unlike hard metrics, which deal with objective, measurable statistics. Soft metrics emphasize the impact of human capital on business outcomes. Brands frequently treat ROI as an afterthought. Sure, advantages like brand awareness can result in long-term gains. However, you should keep an eye on your entire profit. Practical Strategies For Successful Event Marketing Why are event marketing techniques essential to consider? The reason for this is simple: a great event marketing campaign will get you the attention and footfall you need to fill your events. But budgets for marketing are vital. Your strategy will be guided by your knowledge of available resources and your budget. However, there are many additional reasons why event marketing methods work, including effectively contacting the proper target demographic, knowing how to make an impression, and, most crucially, raising awareness about your event. It all begins with a well-thought-out marketing strategy for your event. The correct event marketing techniques are essential along the entire journey, from the moment the idea to host an event is created to when the event takes place. These are some event marketing strategies that you can try: Setting up a website for the event While a simple landing page and contact form can be added to an existing website, creating a different website for your event allows you to concentrate your branding and SEO efforts on the event itself. Make sure to choose a memorable domain name and design your site around prominent call-to-actions that direct users to a registration page. Try Giving Early Bird Discounts After the initial enthusiasm for your event has worn off, you’ll need to come up with new ways to persuade people to sign up (and register now rather than later). You can take advantage of the “early bird discount” at this time. Early bird discounts work by staggering the ticket sales that increase in price as the event approaches. It’s not unusual to have multiples of these. The rest of your marketing efforts should be focused on generating interest and leads in the run-up to the expiration of your discounts, allowing you to generate ticket sales spikes. Create a buzz on social media This strategy might help you attract the correct attention because social media is one of the best venues to engage with local influencers and people with a large following. Look for influencers in your field who have a large social media following. Never discount the power of word-of-mouth advertising! According to a survey done by Collective Bias, 70% of today’s generation relies on peer or influencer recommendations to make purchasing decisions. For instance, if you’re having an event to recruit more volunteers, the influencers could talk about how fantastic the event would be, why others should volunteer, or why they would personally go. Curate an emailing list If you already have a list of committed followers, email can be an extremely successful marketing method. Start your email marketing many months ahead of time, advertising early bird ticket prices and the speaker lineup. As the event approaches, you should send emails regularly, including reminders about discounted ticket deadlines, a completed schedule, and a final push for registrations a few days before the event. Dedicate pop-ups and landing pages To drive potential event attendees to a dedicated event page, create a pop-up form on your event website. Pop-ups might be obnoxious, but their efficacy cannot be underestimated. The material you provide on the landing page and in the pop-up is critical in determining whether users will be drawn in. Instill the Fear of Missing Out (FOMO) Instill a sense of “fear of missing out” in your audience. Use media such as video or imagery to demonstrate how they will be disadvantaged if they do not come. Contrary to conventional assumptions, people are more engaged in an event when they believe they would miss out on something worthwhile if they do not attend. To increase interest in your event, use a simple yet powerful email marketing subject line, social media campaign, or blog article like “You wouldn’t want to miss this event.” Write Blogs Publishing blog posts about your upcoming event is a simple approach to pique people’s curiosity and encourage them to sign up. It also aids in the improvement of your SEO and the attraction of a new audience who could be interested in visiting. Publish posts regularly in the weeks leading up to your event. They don’t have to be long posts — just simple schedule updates and guest speaker bios will do to keep your readers interested and engaged. Use Paid Promotion If you’re going to use paid social media advertising, Google Ads, or retargeting, now is the time to put money behind your campaign. Any of these features can be turned on and off at any time. So you might focus your marketing efforts just a few weeks before each early bird offer or event launch, reinforcing and amplifying your existing marketing efforts for maximum reach and impact. Include Thought Leadership Through Guest Posting It’s crucial to blogging on your site, but you also need to reach out to new audiences outside of it to attract new visitors. Guest posting or crafting thought leadership pieces that people will gladly share are the most significant ways to accomplish this. It might not be as evident for consumer events. You may make eye-catching infographics, gifs, or other visual assets, write about current events, or create YouTube series or podcasts that will hold their attention. A large draw for your event can be a well-known speaker. Include a speakers’ section with images of your guest speakers, as well as information about their credentials, experience, why they’re qualified to speak at your event, and how they can provide premium value to the audience. Thus, event marketing tactics enable you to make an impression in the lead up to the event and maintain momentum for your company or organization afterwards. Use this chance to demonstrate that you are focused on your customers’ requirements and objectives and that you will leave no stone unturned in delivering what you promise. Start preparing your next event now, and utilize these event advertising tactics to help it succeed. Types of Event Marketing Given that there are a variety of B2B and B2C brands that utilize event marketing to suffice different objectives that help them grow their business- it is essential to understand the types of events that would work for each business type. Simply because the time and money invested need to be for the correct type of marketing because no one type fits all businesses and their goals. When assessing your investment, it’s critical to understand the benefits and drawbacks of each event type. Some of these events take place at the same time. Many of them, for example, include a speaker. Whatever piques your interest and target market, take the event aspects that are right for you and create an experience tailored to your specific goals and needs. The exciting aspect of event marketing is that there are no right or incorrect answers as long as the event meets your marketing objectives. It’s during events that you may let your imagination run wild! Event marketing can be distinctly divided into two types: • Online Event Marketing • Physical Event marketing Types Of Physical Event Marketing Conferences A user summit, for example, is a company-specific marketing event that gathers attendees for the goal of imparting information. These events are typically more significant in scale and are hosted by businesses for training or educational objectives. Seminars Seminar” refers to smaller meetings, roadshows, or field activities. Some seminars are structured in the same way as a classroom lecture, with an expert sharing information with the audience in a traditional style. Others are designed as roadshows, in which marketers deliver their company’s message to the general public, employees, or partners. Trade shows A trade show is a physical meeting of people from a specific industry or profession on a platform that usually includes many companies from that market. A company may sponsor or exhibit at a trade show to demonstrate a product or just to network and increase its market position. Breakfasts, lunches or dinners These are usually smaller, more focused gatherings. They can be focused on both customers and prospects. These gatherings are generally small, but they can also be enormous, with 50 or more people. The smaller parties are usually high-level and provide a quiet atmosphere for networking for executives. Breakfasts, lunches, and dinners on a bigger scale can incorporate thought leadership talks as part of the event. Summits Summits are for industry leaders, top executives, and government officials instead of conferences and seminars, which are open to the general public. Summits, which feature high-profile speakers and are smaller in scope, are focused on exploring ideas and negotiating extensive agreements. Types of Online Event Marketing Webinars Webinars are online presentations, conversations, or seminars that take place over the web. They can take place in real-time or on-demand, and they usually last between half an hour and an hour. Real-time webinars allow participants to communicate with one another by receiving and debating information on a topic via web-based conferencing tools. Real-time webinars can be participatory in many different ways, with attendees often asking questions directly to the presenters. Live Streaming This type of event marketing, as the name implies, focuses on broadcasting a live event to your target audience. These are for customers who want to attend an event but are physically unable to do so. You can broadcast this live event to your audience. These can be done with only a webcam or with the entire production staff for a higher-quality broadcast. For example, live stream, Ustream, and Google Hangouts provide a live service that allows you to stream, record, and interact with your audience via chat and social media. Virtual Events Virtual events allow a potential buyer to experience an offline event and feel the same gush of adrenaline rush as an actual event. It happens when an incident is narrated well and a storyline, making the readers feel they witnessed it. A real-time programme is one example of a virtual event. Some participants who cannot attend the live event, such as a virtual booth, can acquire materials, ask questions, and even meet the personnel. Role of Event Marketing In an increasingly digital age, 95 per cent of marketers feel that live events give attendees a valuable opportunity to develop in-person contacts. By 2020, there will be 3.2 million global professional events held each year. Companies recognize the value of live events, and this trend is expected to continue in the coming years. And to incorporate this multi-layered tool called event marketing, it is necessary to understand its exact role in your business’s development. Here’s how event marketing helps a brand’s development. Builds connections Given that the goal of marketing is to sell a product or service, it stands to reason that events can help with that. Whether your organization is B2B or B2C, being present in person allows you to develop human relationships. This significantly impacts conversion rates (the number of transactions), especially when clients ask you questions straight now. You can increase your chances of closing more deals by staffing events with experienced people. Measuring event sales is a simple approach to track the ROI of your event marketing efforts immediately. One of the most important reasons companies use event marketing is to understand what the genuine prospect is thinking. Organizations can gain honest insights and feedback by having face-to-face interaction. This enables them to comprehend the buyer’s particular requirements and how he views their product or service. This data then aids in the development of their product or service. Boosting social media engagement Social networks have matured to the point that they can be integrated with many tools, providing you with unmatched intelligence to provide additional opportunities for wiser referrals. This is true for internal referral schemes that profit from the widespread use of social networks. We may do the same within our firm as we become more accustomed to disseminating information via social media. This approach is advantageous if you operate in huge organizations or with volunteers. Event marketing is an excellent technique to increase a brand’s social media engagement. Businesses utilize social media strategically to promote social media engagements before or after a live event. Offering prizes, discounts, and coupons creating contests, and even publishing pre-event or post-event images are some of the initiatives they may take to enhance their social media connections. Those mentioned above assist them in engaging their consumers and thereby building their brand’s community. Here are some specific tactics to engage your social media audience: Utilize Instagram to Boost Sales The Instagram Stories countdown sticker allows you to specify an end date and time. You can also change the clock’s name and colour. Viewers can subscribe to get notifications when the countdown expires, or they can add the countdown to their own Story. This function is essentially a customized calendar notification. It’s an excellent tool for increasing ticket sales or informing them of contest or early bird pricing deadlines. Create A Facebook Event And Boost Your Engagement Create a Facebook event with all of the information your attendees will want. Tag the official pages of any speakers or special guests you’ve invited. The event’s conversation area is a fantastic place to make announcements or answer queries. You could wish to spread the news about unique pre-sale codes or share concert set times there. If tickets are available through Eventbrite, you can connect your account to Facebook. Once the integration is in place, your attendees will be able to purchase tickets without ever leaving the Facebook event. Share live updates on Twitter Share pertinent information in the run-up to the event. Teasers help to build anticipation and can also offer your audience vital information. They’re also an excellent method to show off your honored guests. If you’re organizing a large conference, you may announce your guest speakers one at a time in the weeks preceding up to it. Building your database and attracting leads Trade exhibitions and other forms of event marketing help businesses generate a lot of leads. They have a better chance of acquiring leads on new customers because the target demographic consumers are present at the trade exhibitions. If done right, event marketing can be pretty beneficial, and it is one of the most popular marketing tactics. Plus, with re-marketing, the significant step of visiting your website can become a succession of touch-points on engaging platforms such as Google, YouTube, and Facebook, ultimately leading to a transaction. As we’ve covered, re-marketing is your most powerful ally when it comes to delivering a consistent and persistent message across the web. And in the fickle, limited attention span world of the Internet, re-marketing allows event marketers to reconnect and stay at the top of their clients’ or attendees’ minds. Networking marketing Network marketing, also known as multi-level marketing, is a business model which involves a pyramid structured network of people who sell a company’s products. The participants in this network are usually remunerated on a commission basis. That is, people in this network get commission every time they perform the specified task, like – • Make a sale of a product. • Their recruits make a sale of the product. In simple words, this model involves a pyramid structure of non-salaried participants who get paid whenever they or a person below them in the pyramid makes a sale. In this system, consumers are the participants, their family, friends, and acquaintances are their customers, and this cycle goes on Characteristics Of Network Marketing Direct Sales Network marketing organizations market and sell their product directly and don’t make use of any well-defined channel of distribution. The responsibility to sell the products is transferred to the non-employed individuals (the participants) who get the commission every time they make a sale. Independent Business Owners (IBO) The participants are called IBO as they work as if they are promoting their own business. Selling Philosophy This model involves participants to use the selling philosophy of marketing. The main focus is on recruiting and selling as much as you can to earn more commission. No relationships are built. People may even trick you to buy the products or to join them. System Of Hierarchy Suppose a person ‘A’ has a person ‘B’ under him. Now A will get the commission whenever he makes a sale and also a part of B’s commission when B makes a sale. Now, to earn more money, B will also try to recruit a person C under him and so on. This makes the system a big hierarchy. Less or No Advertising Dependency on direct sales helps the organization to rely less on advertising as personalized contact have more convincing power than advertisements. No Fixed Salaries This is a commission-based network where participants (not employees) are paid commissions to perform the specific task. Accountability Everyone is accountable only to himself. The more he sells, the more he earns. Benefits to the Participants Participants are also the consumers of the network. Hence, they also get discounts and other attractive offers to when they join the network. Examples of Network Marketing Amway – been in business for around 57 years now, this company is one of the biggest examples of a successful MLM/network marketing company. Other companies that use network marketing model include – Tupperware, Juice plus, etc. DIRECT MARKETING As the name suggests, direct marketing represents a marketing strategy for communicating directly with your customers. It can be employed by both businesses and non-profit organizations. Being cost-effective and powerful in generating sales, direct marketing strategy is considered to be ideal for small businesses with limited marketing resources. The direct marketing strategy can be applied by both B2B and B2C. This strategy involves advertising techniques that can easily reach the targeted customer and communicate the intended message. Direct marketing tools are as follows • Text messaging • Email • Telephone calls • Social media marketing • Interactive consumer websites • Online display ads • Data base marketing • Flyers • Catalog distribution • Promotional leaflets • Targeted television commercials • Outdoor advertising. It was first used in 1872 by Aaron Montgomery Ward. However, it has been given the name of direct marketing and it started to be deeply analyzed in 1967, by Lester Wunderman. Since then, the strategy is being used constantly to promote business and increase market share. Considered as a very effective and efficient tool, direct marketing allows you to make direct contact with not only existing but also potential customers in order to promote your products and services. However, in order to be able to put the strategy into practice one vital element has to be put into place, and that is the focus on “customer data”. In other words, you need to have a fantastic MIS and the database has to be up to date and accurate. Targeting your existing customer can be a simple process as long as you have implemented a customer data collection process for easily tracking your customers. However, in direct marketing, database is the most important when we are speaking about potential customers, whom you not only have to track and identify, but you to analyze them and present them products as per their needs. For facilitating this process and helping you to implement your direct marketing strategies, numerous Customer Relationship Management programs and systems are available at your disposal. Once you have established a customer database which has all the data related to your customers, (such as preferences, geography, last purchases, etc.) the direct marketing strategy requires the creation of actionable segments, pre and post campaign analytics and measurement of results. In fact these three are the most important steps of direct marketing. Three steps in direct marketing 1. Actionable segments are parts of the database on which you can immediately act on. Similarly there would be parts which need more research and finally there would be a database area which is in the blind currently and you need to research on later. Thus, you have a pipeline of action in your hand. 2. Pre and post campaign analytics tries to analyse what the customer looked like before initiating the direct marketing campaign. And post analytics then tells us which of the customers convert the best so that we can optimize our direct marketing efforts. 3. Measurement of results is most necessary for the constant optimization of the direct marketing campaign. Results can vary based on geography, demography or even the season. Thus, constant measurement of results is needed for Direct marketing. All these elements are considered irreplaceable components of a direct marketing campaign. Another basic tactic of the strategy involves creating a personalized message for each type of campaign. Thus, an email mode of communication will have a separate type of personalized communication whereas a social media will send another sort of message which boils down to whatever the company wants to communicate. The communication will most likely depend on your final goal and on what do you intend to achieve through the respective campaign. Common goals of direct marketing are • Promoting a new event • Announcing discounts or offers • Increasing the number of existing customers • Attracting a certain percentage of new customers • Recapturing old customers • Increasing sales • Gaining more market share • Generating new business • Retaining the brand equity The direct marketing strategy regularly tests and retests a market to find out the type of customers which are most responsive and converting the most to the brand so that they can have a targeted marketing strategy. In order to be successful, the right communication method is vital and it should take into consideration the preferences of the group that you are targeting. The strategy should also take into consideration the cultural differences in the scenario that the company is involved in different cultural markets. Given the current sensitive political situation, a direct marketing campaign shout not be offensive and intrusive also from a religious point of view. Another advantage of the strategy is that is presents a two ways interaction. On one side you share the benefits of your products or services while on the other side you get the chance to answer your customers’ questions, and the best example of such two ways interaction is the telemarketing as well as social media marketing. As direct marketing presents many advantages, it can also incur a relative problem regarding the fact that unsolicited letters, phone calls, etc., must only be sent to businesses and people who have given the permission to be contacted. Many people nowadays register themselves in the “Do not disturb” registry so as to avoid the direct marketing efforts of the company. Many sms companies like 160by2.com and other sms based marketing companies went in the drain as soon as “Do not disturb” was introduced in the market. However, in the long-term, there are always tools which can be exploited for direct marketing efforts. The most recent tools being used are Whatsapp and Integral to attract customers. Social marketing Social marketing is the systematic application of marketing along with other concepts and techniques to achieve specific behavioural goals for a social good. For example, this may include asking people not to smoke in public areas, asking them to use seat belts or prompting to make them follow speed limits. The primary aim of social marketing is ‘social good’, whereas in commercial marketing the aim is primarily ‘financial’. This does not mean that commercial marketers cannot contribute to achievement of social good. Applications of Social Marketing: 1. Health promotion campaigns in India, especially in Kerala and AIDS awareness programmers are largely using social marketing, and social workers are largely working for it. Most of the social workers are professionally trained for this particular task. 2. Anti-tobacco campaigns. 3. Anti-drug campaigns. 4. Anti-pollution campaigns. 5. Road safety campaigns. 6. Anti-dowry campaigns. 7. Protection of girl child campaign. 8. Campaign against the use of plastic bags. 9. Green marketing campaign. Social marketing applies a customer-oriented approach, and uses the concepts and tools used by com¬mercial marketers in pursuit of social goals such as anti-smoking campaigns or fund raising for NGOs. Advantages of Social Marketing: Social marketing—a new marketing tool—can be a great asset if used properly. The beneficial effects of social marketing for a business can be tremendous, but one must remember that it must be used in the most efficient possible way. Social marketing allows businesses and web sites to gain popularity over the Internet by using different types of social media available, such as blogs, video and photo sharing sites, social networking sites and social bookmarking web sites. There are six distinct advantages of social marketing that make it a vital tool to any marketing campaign: 1. Promotes consumption of socially desirable products. 2. Promotes health consciousness in people and helps them adopt a healthier lifestyle. 3. It helps in green marketing initiatives. 4. It helps to eradicate social evils that affect the society and quality of life. 5. Social marketing is one of the cheapest ways of marketing. 6. One of the best advantages of social marketing is that anyone can take advantage of it, even from their own home. BUZZ MARKETING Introduction to Buzz Marketing What is your recent favorite advertisement? – Do not answer me; keep the answer within you. Did you get excited about that advertisement and said to your friends about it as well? Have you ever thought why that advertisement made you feel excited and made you share about it with your friends? I believe this is not the question of why, but it is the question of what made you do this. The answer to that question is- Buzz marketing influenced you to do so. I am sure that the advertisement must have given you Goosebumps, or invoked some emotions which ultimately triggered your eagerness to share the same feeling that you gained from that advertisement to others. I am sure that it is normal for a human being and not some psychological condition. That advertisement is one of the prime examples of Buzz marketing. Buzz can be of different types to cater to different kinds of audiences. Let us have a closer look at the concepts associated with Buzz Marketing- What is Buzz Marketing Buzz marketing is the oldest, highest, and most reliable marketing method. Buzz marketing is a marketing method in which a business or brand follows all possible strategies to create a buzz to prompt their new product in society. This marketing method will generate some excitement at a product on a person’s mind and in turn; the person automatically suggests that product to others that ultimately creates hype around that product. It is a chain reaction in which the buzz of a product will be around until the product gets outdated or useless. It is usually either word by mouth strategy or mouth by ear strategy. There are lots of methods and techniques used in Buzz marketing because buzz can be created in various ways. There are various types of Buzz marketing. So, let us have a look upon those first- Types of Buzz-Marketing 1) Buzz Campaigning Campaigning is one of the oldest Buzz marketing methods. It is done by sponsoring some events or creating their game to prompt their product. Campaigning is done on sponsoring something that is always an option, but there will always be an event launch to launch their product. In which the company will explain its product, product specifications, and advantages. It considered crucial for their product promotion to creating an eagerness in people’s minds to buy their product. 2) Online campaigning Online campaigning has also become an essential method for Buzz marketing. The world is online nowadays, so it has also become a necessary platform for campaigning their product. The company will post an advertisement online at all the social media platforms to create talks about their products. I think it is the method that all the companies use nowadays to create a buzz about their product. For example, did you remember the advertisement of Vivo Apex? That was the first mobile phone advertisement to create a buzz about all display or full display mobile phone. 3) Offline campaigning Offline campaigning is prompting a product, employing person to person communication. This method consists of services like customer care, feedback, and so on. This method will give satisfaction in the consumer mind that their product is safe, and it also helps the company to improve the product to the next generation based on the customer reviews, and the customer needs. This method is followed in all the companies as mandatory to connect themselves with the customers. 4) Using Influencer or prompting through a famous Blogger It also creates a buzz of a product because the influencer or blogger will explain the features of that product very clearly. If a person is waiting for a product to be launch, then watching their favorite blogger to blogging the outcome of that product will also give them excitement to buy that product. It can even convince consumers to buy that product. The video or written blog released by that blogger can reach many customers, and that helps to create a buzz about that product. For example, unboxing of phones or review about the new products is an example for the famous bloggers who blog about products that are going to be launch or blog about product features after its launch. It is the easiest way for the company to reach its customers. Influencers also play a significant role in informing their followers about any new product launch. 5) Creating demand for that product All the company follows it, but to explain it better; I want to use one example. Lamborghini and other exclusive car companies make only a limited amount of cars for the customer, which creates a buzz and makes them sold out very fastly. Another example is the limited edition of mobile phones; the mobile phone company creates a limited edition mobile phone based on the trending matter that is happening in the world to create a buzz for their product. Whenever you heard the word defined edition, then the company that selling that product is trying to create a buzz on that product. 6) Rumour Spreading Buzz marketing is not only done by creating leverages but also by creating rumors about other products. Rumors about other product can also create a buzz which will automatically make us buy the competitive company product to that rumor product. For example, if a mobile phone company has rumors that their security is weak, and the company has less protection so that hackers can hack the users’ data of that company. What will you do then if you want to buy a mobile phone? You will consider other company’s mobile phones rather than the rumored company mobile. This is also another method of buzz marketing. After going through different types of buzz marketing, let us now delve into various steps that can help you in running an effective buzz marketing campaign- Advantages of Buzz-Marketing For Your Brand Buzz marketing has many benefits like • Free advertisement for a company. • Best reach to the customers. • I am selling products very quickly. • Getting feedback and improve that product to create the next generation of that product. • The fast reach of a product to the people Buzz marketing has many advantages, and it is one of the oldest marketing methods that are still in use and used by all the companies in the world. By using Buzz marketing method, you can easily reach the people in all the corner of the world. This marketing method can reach to the remote place very quickly because this method is a mouth by ear strategy. This method can make a better understanding of the company and customer, even if the customer is illiterate. It can make a company reach people very efficiently and also it can make the company achieve great heights. Along with these advantages, there are some disadvantages of buzz marketing as well. Let us have a look upon those as well- Disadvantages of Buzz-Marketing: The downsides or limitations describing buzz marketing are- 1. Interpersonal communication in this process lacks control. This makes the whole process less trustworthy. 2. The investment is required for goods and distributions. Hence financial stability is needed. 3. It isn’t effortless to make the product go viral in the process. Hence it is a complicated process. 4. The dependency on the customer increases for the sale of the products and services. Tips for running a Successful Buzz-Marketing For running an effective buzz marketing campaign, few key tips need your attention, so let us have a look upon those- 1. Widen the reach of your Product through Communication When you plan to run a buzz marketing campaign, your primary means of communication are your consumers. You need to incorporate a communication strategy that focuses upon your target audiences, and let them be aware of the hype that your product or service has. 2. Your product satisfaction level should match the viral you created When you are running a buzz marketing campaign, it is essential that your product matches the expectations of your consumers and satisfies them. When the product matches the real buzz, it helps in increasing the market presence and credibility more effectively. 3. Create a viral for emphasizing your uniqueness and superiority When you launch a product and create a buzz around the same, you need to ensure that your product is better than your competitors, or your product has some uniqueness that differentiates it from other existing products. Running a buzz marketing campaign that can help you overcome the competition in your target marketing is quite essential here. 4. Your viral should be directed towards the virtualization of your campaign When you are running a buzz marketing campaign, you need to support it with some other powerful means that can visualize your campaign and widen its reach by penetrating more favorable markets. You can use advertisements, referral campaigns, social media campaigns, influencer marketing, etc. for making your buzz marketing to be viral. 5. Use online channels for optimizing the reach and conversions of viral Marketing experts recommend the use of multiple online channels for optimizing the outcomes of your buzz marketing campaign. Using online advertising and marketing tactics will be quite useful in boosting the conversions of your buzz. You can use content marketing, email marketing, online advertising, social media marketing and advertising for increasing the virality of your buzz marketing. 6. Use monitoring tools to measure the success of your viral campaigns As in any other campaign, you must measure with your monitoring tools what is happening to know how your strategy is working, if you must change something, what actions to strengthen, etc. Examples of Buzz-Marketing 1) Apple The Apple Company does the most exceptional representation of Buzz Marketing. They have come up with highly effective campaigns for their Macintosh, and word of mouth became their most significant friend along with ads for creating the buzz. Being different from the rest of the manufacturers has been the USP of Apple. Thus you can say, a good Buzz marketing campaign is not focused purely on the commodity or the inbound links, it is highly dependent upon the credibility in the market. So, without having a positive interaction, you would not be able to do so either. For ensuring success for their brand via buzz marketing, a high amount of advertising strategies that assist and improve the spread of information is incorporated by the Apple marketing team. 2) Clorox Lounge Along with having some USPs and great word of mouth, some other key factors play a crucial role in optimizing the outcomes of a buzz marketing campaign. Understanding the requirements of consumers and channelizing campaigns as per their needs is also essential for creating a buzz. Clorox did the same with their Clorox Lounge campaigns. In this, an interactive website is provided to the customers in which contests, customer forums, and surveys are incorporated. By using this, the company develops a connection with their potential and existing consumers. It also allows customers to share their viewpoints about Clorox products. This strategy becomes quite useful in widening the reach, engaging with customers and building credibility that ultimately convert into conversions and increased market presence for the brand. 3) Starbucks Starbucks is yet another illustration of the process of Buzz marketing. Starbucks acknowledges that its primary marketing is name recognition via word of mouth. But, along with this, the company also ensured the top-notch quality in its every product. Offering customized services with a highly amicable ambiance has also been a prime factor of positive buzz around the brand. Some of the instances of such features are- 1. The name of the customer is illustrated with a happy expression on the bottle. 2. The staff will always be there with a smiling face to attend you. 3. The company is known for offering the best quality in the market superior to all of its competitors 4. The atmosphere is pleasant, with spaces to sit down comfortably and soothing orchestral music. 5. They give consumers free wifi. 6. Gift a loyalty card to consumers. So, all in all, the idea of having a coffee can be turned into an event thanks to the fantastic experience ensured by Starbucks. This generates the base for buzz marketing. Starbucks ‘ unique experience makes customers post photos of the spot with their smiling drink on different social networks. This does effective branding for the company. Because of such an inspiring, customized, friendly and effective market presence, the positive hype around the brand helped it to have a presence in 75+ countries around the world. Buzz marketing experts may build a sensation about a potential item or company in a variety of ways. These were only a few explanations of how companies want customers to chat, so they’re going to want to do it first hand. Conclusion: So, on the concluding note, we can say that buzz marketing is a sales tactic targeted at creating a healthy level of trust, hype, and loyalty within customers to widen the reach, optimize lead generation and boost conversions. Brands and businesses around the world need to create a healthy and productive buzz around their products and services. The tips mentioned above will for sure help you in running a result-driven buzz marketing campaign. Buzz marketing also aims to stimulate discussions among the target customer segments about a brand, its products or services. That is why; buzz marketing comprises significant advantages for the brands that are planning for a product launch.

L 4. E COMMERCE MARKETING IN DIGITAL AGE

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