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New Era Marketing: Engaging Businesses

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New Era Marketing: Engaging Businesses
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NEW ERA MARKETING: ENGAGING BUSINESSES

Written by : Prof. Shikha Ajmera

Associate Professor, Taxila Business School

Email id : shiks_a@yahoo.com

Contact No : 09351528049

New Era Marketing : Engaging Businesses

Abstract

Marketing; the lifeline of businesses truly gives zest to the corporates and makes a striking difference to the brand and its equity. The ethos of marketing keeps changing with the times. As the customer becomes more knowledgeable, the customer contact through marketing plays a vital role in conversion of businesses. Today we talk about Marketing 3.0 i.e. the genre of marketing moving from products to customers and now to human spirit. If marketing touches and bonds relation with the human spirit, then the type of engagement would be as strong as a bond of marriage where we talk about meeting of souls/spirits. If businesses aim to connect so strongly, then the commitment that the businesses give has to be equally strong. Marketing enjoys a dominant position today as can be seen by the success of the current age businesses.

Research Methodology

Research was conducted by studying the marketing initiatives of various businesses. Also, secondary research was conducted through magazines, editorials, text books. The main objective of the research was to understand the changes in the implementation of the marketing strategies in today’s businesses and understanding the psychogenic changes of engaging the customers and businesses.

Keywords

Marketing, collaboration, human spirit, communitization, innovation, character building, engagement

Introduction

Over the years marketing practices have evolved, mainly the thrust has moved from the production era to product era to IT era to customer centric era to societal era. The current marketing scenario is emphasising more on the values of the businesses, human aspirations and touching of human spirit. As we see global economy recovering from the crisis,


References: www.mashable.com, the 10 top brands using social media Fortune at the bottom of the pyramid, C.K.Pralhad Marketing 3.0, Philip Kotler, Kartajaya, Setiawan Stephen Covey, the 8th habit : from effectiveness to greatness Seth Gobin, Tribes : we need you to lead us Economic Times Bureau, 7 Jul, 2010, “The world is heading towards Marketing 3.0 ' www.trak.in, How well are Indian brands leveraging Facebook today? www.Ebusiness.mit.edu; customer advocacy : A new era in Marketing?-Glen.L.Urban Stefano Calicchio: Pass the Virus! How to exploit the viral marketing to give an uproarious success to your own ideas, 2006
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