Marketing – Changing Trends
The need for marketing, be it a product or a persona, is an unending necessity. Manufacturers and service providers always opt for the optimum utility of the technological advancements for their marketing and promotion of their products and services. The 21st century business marketing has multitudes of inevitable needs just to sustain in the cut-throat competition. Similar is the need of the personalities/ public figures that needed the ‘limelight bath‘forever to linger in people’s mind.
This is a noteworthy example of how the visions of the future match picture perfect with current realities. This is a clip from a magazine Popular Mechanics back in 1950s. What was once thought to be an over cooked scientific imagination is now an everyday routine.
Towards the close of the previous century, the high scale penetration of the television to the Indian homes, through satellite channels, paved way for the birth of tele-marketing, where the manufacturers met buyers straight in their living rooms. The tele-shopping networks rewrote the business model of marketing where the sellers reached out to the buyers, grooming their laziness. This proved to be one of the successful evolutions in product marketing. Even now in almost all the morning slots of every satellite channel, television marketing is filling the space, marketing everything from real estate promotions to multi-purpose tables to de-addiction powders. Only after this the home makers are able to watch their favourite soaps and test their Lacrimal secretions.
The next big thing that happened, on the technological front, among the Indian demographic is the mass penetration of the cellular phone, shortly after 2000. New strategies were conceived and more methods were deployed to reach the people. The trend catching up was like ‘never worry about the offer you’ve in hand, but focus on the means to publicize it’. The SMS marketing was another proven way of reaching the individuals. This however at some point morphed into a unbearable nuisance, just because of the over exploitation of this new found marketing channel by the service providers that racked a good bight of moolah from it. TRAI (Telecommunication Regulatory Authority of India) had to intervene legally to provide sidelines to check telephone marketing that it doesn’t jeopardize the privacy of the customers.
Mean while around this time another scheme found its way into the masses. It was Multi Level Marketing (MLM). The foreign conglomerates whose product line up mainly connected with the personal care and health care products chose this approach. The unshakable urge of people to get rich in a short span of time was the bait for these companies and they cast out their hooks focusing only on this, with umpteen void promises to make everyone a business magnet. ‘Work from home’ and ‘work at your convenience’ were perceived as liberating gifts by the urban middle-class Indians dreaming big.
Though the internet facilities entered the Indian subcontinent towards the close of last century itself, it was not until 2004-05 the web found its way to reach the masses. The next generation mobile phones enabling the users to enter the digital world through their phones, catapulted the Indian presence in the digital universe. Thus was born the social networking sites, the awaited redeemers for the marketing world that craved for the next big push.
In the following article we’ll ponder over exclusively on the trends of Web Marketing through social networking sites.