Emerging Trends in Marketing

Emerging trends in marketing
Marketing planning
• The process of defining activities that will support business goals and establishing a
timeline for when that work will be completed
• The conversation should be rooted in your marketing strategy
• This represents the “why” and keeps the team focused on idea that will be most
impactful
• You can think of the output of the planning exercise as defining the “when and what”
of the work the marketing team will do to acquire, grow, and keep customers
• This is your marketing plan
The why and when of planning
• Marketing planning guides the team towards achieving meaningful results that
support specific marketing initiatives as well as the overall company objectives
• It also informs and aligns the company so that all customer-facing teams are in sync
• You can ensure that activities are aligned with the broader goals by linking programs
and campaigns to the marketing strategy
• Planning cadence varies by company
• Many marketing teams will set the programs and campaigns to focus on over an
upcoming six-month period or even annually
• Others may do their planning quarterly at time intervals that line up with the
organization’s business
• What matters is that you begin the process early enough so there is ample time to
tackle every aspect of planning
Different types of marketing plans
1. Market launch plan : A market launch plan is a strategic document outlining the
steps and tactics necessary to introduce a new product or service to the market
successfully. It includes details such as target audience, marketing strategies,
distribution channels, sales tactics, and post-launch activities. The goal of a market
launch plan is to generate excitement, create awareness, and drive sales for the new
offering.
2. Digital marketing plan: A digital marketing plan outlines strategies and tactics for
promoting a business or product online. It typically includes goals, target audience
analysis, channels to be utilized (like social media, email, SEO, etc.), content
strategy, budget allocation, and metrics for measuring success.
3. Social media marketing plan: A social media marketing plan outlines strategies and
tactics for utilizing social media platforms to achieve marketing goals. It typically
includes objectives, target audience analysis, content strategy, posting schedules,
engagement tactics, and metrics for measuring success. It’s like a roadmap for
businesses to effectively leverage social media to reach and engage with their
audience.
4. Content marketing plan: A content marketing plan outlines the strategy for creating
and distributing valuable, relevant content to attract and engage a target audience. It
typically includes goals, audience research, content types, distribution channels,
and metrics for measuring success. It serves as a roadmap for achieving marketing
objectives through content creation and promotion.
Concept of B2B marketing
• B2B marketing has seven interlocking concepts, all quite personal, that are more
engaging than anything B2C has to offer
• Things like trust, commitment, support and credibility
• There is a common perception that B2B buyers base their decisions solely on logic
while B2C purchases are based more on emotion
• Their customer relationships are deeply Personal. Human. Real. Almost like a
marriage
• In fact, B2B buying decisions are often made based on emotion and justified
afterward with logic (features, benefits, etc.)
Service Marketing
• Customers can buy the skills or service of their Employees, like a plumber, a
lawyer or consultant from Service-based companies
• Since services are intangible and are different from products you can buy, the
ways that advertisers promote them are also different
• If you work in advertising, learning about services marketing could help you make
more money, get more leads, and make more people aware of your brand.
Meaning
• Service marketing is simply the process of promoting and selling a service or an

intangible good to a specific group of people
• It is a new way of marketing that has become very popular and helps companies
all over the world promote their services
• It looks at how a certain kind of service is advertised in the market. Though service
marketing is a unique idea, it needs a way to represent goods that can’t be seen
(services)
• Service marketing is different from product marketing, which involves promoting
a product that can be seen
• Instead, service marketing involves promoting a service that can’t be seen but is
still sold to customers
• Services are just things that are given to customers as a commodity
• Customers can choose from a wide range of services
• Eventually, the global sphere has become a service hub that offers many services
to customers all over the world
Examples for Service marketing
• Healthcare industry: The healthcare industry in service marketing focuses on

promoting medical services to patients. It involves strategies to attract patients,
build relationships, and deliver quality care. Key aspects include patient
education, effective communication, personalized care, and creating a positive
patient experience.
• Hospitality industry: The hospitality industry in service marketing encompasses
businesses that provide lodging, food and beverage services, entertainment, and
other amenities to guests. It includes hotels, restaurants, bars, cafes, resorts, and
various tourism-related services. Service marketing within this industry focuses
on creating memorable experiences, personalized services, and satisfaction for
guests. It often involves understanding and meeting diverse customer needs and
preferences.
• Professional service: Professional services in service marketing refer to
specialized services provided by professionals who possess expertise and
qualifications in a particular field. These services are typically offered to
businesses or individuals seeking advice, assistance, or solutions related to
complex or technical matters. Examples include legal services, accounting,
consulting, engineering, architecture, and healthcare services. In service
marketing, professionals often rely on their knowledge, skills, and reputation to
attract and retain clients, emphasizing trust, reliability, and the value of their
expertise.
Importance of service marketing
1. A key differentiator: A key differentiator in service marketing is often the level of

customer experience and satisfaction. Since services are intangible, the way they
are delivered and experienced can set one provider apart from another. This
includes factors like personalized interactions, convenience, reliability, and post-
purchase support.
2. Importance of relationship: Relationships are the bedrock of service marketing

because they foster trust, loyalty, and repeat business. In services, where
intangible experiences are sold, strong relationships between customers and
providers build confidence and satisfaction. These connections also facilitate
effective communication, allowing for better understanding of customer needs
and preferences, leading to improved service delivery and customization.
Additionally, loyal customers often become advocates, promoting the service
through word-of-mouth and referrals, which is invaluable in service industries.
3. Customer retention: Customer retention is paramount in service marketing as it

focuses on maintaining long-term relationships with existing customers, thereby
reducing churn and maximizing lifetime value. Strategies for customer retention
in service marketing include providing exceptional customer service,
personalized experiences, loyalty programs, and regular communication to stay
top-of-mind. By continuously delivering value and exceeding expectations,
service providers can cultivate loyalty, increase customer satisfaction, and
ultimately drive profitability. Additionally, leveraging data analytics to understand
customer behaviour and preferences enables targeted retention efforts, ensuring
that services remain relevant and appealing to customers over time.
Types of service marketing
1. External service marketing: External service marketing in service marketing

refers to the promotional activities undertaken by service providers to reach
potential customers outside of their own organization or network. This can
include advertising, public relations, partnerships, sponsorships, and other
efforts aimed at raising awareness, generating leads, and ultimately acquiring
new customers. It’s essential for service providers to effectively communicate
their value proposition and differentiate themselves from competitors in order
to attract and retain clients.
2. Internal service marketing: Internal service marketing in service marketing

focuses on the efforts made within an organization to promote the service
culture and values to its employees. It involves ensuring that all employees
understand the importance of delivering high-quality service and are
equipped with the necessary knowledge, skills, and resources to do so.
Internal service marketing includes activities such as training programs,
internal communications, employee recognition, and creating a positive work
environment that fosters a customer-centric mind set. By investing in internal
service marketing, organizations can improve employee satisfaction, loyalty,
and ultimately enhance the overall customer experience.
3. Interactive service marketing: Interactive service marketing in service

marketing refers to the dynamic and personalized interactions between
service providers and customers throughout the service delivery process. It
emphasizes engaging customers in two-way communication and co-creation
of value. Interactive service marketing often involves leveraging technology
such as websites, mobile apps, social media platforms, and live chat systems
to facilitate real-time interaction and feedback exchange. By allowing
customers to actively participate in the service experience, providers can
better understand their needs, preferences, and concerns, leading to higher
satisfaction levels and stronger relationships. Additionally, interactive service
marketing enables providers to adapt and tailor their services to meet
individual customer requirements, enhancing overall service quality and
perceived value.

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Emerging trends in marketing

The why and when of planning

Different types of marketing plans

Concept of B2B marketing

• Service marketing is simply the process of promoting and selling a service or an

Examples for Service marketing

• Healthcare industry: The healthcare industry in service marketing focuses on

Importance of service marketing

1. A key differentiator: A key differentiator in service marketing is often the level of

2. Importance of relationship: Relationships are the bedrock of service marketing

3. Customer retention: Customer retention is paramount in service marketing as it

Types of service marketing

1. External service marketing: External service marketing in service marketing

2. Internal service marketing: Internal service marketing in service marketing

3. Interactive service marketing: Interactive service marketing in service

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