Marketing Implications of Technology : Recent and Upcoming Trends

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Recent and Emerging Trends in Impact of Technology on Marketing

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Recent and Emerging Trends in Impact of Technology on Marketing MTCI Individual Assignment

Sajith P Surendran 309/48

IIM Calcutta 2013 - MTCI

Recent and Emerging Trends in Impact of Technology on Marketing

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Contents
Recent Technology Trends in Marketing .............................................................................................3 Personalized Marketing ............................................................................................................................ 3 Social Media is maturing ........................................................................................................................... 3 Four Screens and a Cloud.......................................................................................................................... 4 Big Data : The key to the room of insights ................................................................................................ 4 Better predictions and Offline Tracking .................................................................................................... 5 Emerging Technology Trends in Marketing .........................................................................................6 The Future will be driven by emotion ....................................................................................................... 6 The emergence of new parameters in decision making ........................................................................... 6 From leather wallet to mobile wallet ....................................................................................................... 7 Content Marketing: The crown Prince ...................................................................................................... 7 Convergence - and divergence ................................................................................................................. 8

IIM Calcutta 2013 - MTCI

Recent Technology Trends in Marketing

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Recent Technology Trends in Marketing
Personalized Marketing
Personalized marketing is an extreme form of product differentiation. Whereas product differentiation tries to differentiate a product from competing ones, personalization tries to make a unique product offering for each customer. Amazon is a classic example of a company that performs "One to One Marketing" by offering users targeted offers and related products. What only luxury brands in fashion and automobiles could do earlier – customizing products for the clients – is now affordable for everyone in the marketspace.

appeal to the individual recipient when he browses. Mass customization is a direct result of technology coming to the aid of marketers.

Social Media is maturing
Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service.

Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns. And marketers have finally learned to how to best utilize their social media power. Rather than just advertising, the medium now helps brands connect with their user base and build relationships. And an important trend here is the emergence of niche social networks, targeted at interest groups. This essentially makes the job easier for the marketer as people sort themselves out and flock to these sites and the marketer do not have the headache of spotting the pattern. Through social networking products/companies can conversations and interactions sites, have with

More recently, personalized marketing has become practical with bricks and mortar retailers. The market size, an order of magnitude greater than that of the Internet, demanded a different technological approach now available and in use. Many retailers attract...
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