Current Issues In Marketing

legitimate Issues In MarketingThis written report aims to discuss affable profit merchandising, which is a current issue in the field of trade. The report seeks to describe the importance and advantages of marketing on mixer net go bads for restaurants, dissevericularly 21 Hospitality Group of restaurants. We too draw upon some issues which should be taken c are of, when feares go ahead with such approach to marketing.IntroductionThe net profit and a nonher(prenominal) digital media have transformed marketing (Chaffey, 2006).Customers are quickly embracing the internet, so organization must have an effective visibility on Internet to prosper. The internet overly has evolved over term, it is no perennial just a source of schooling (Hof, 2006). The human indispensability to share, encourage and socialize has driven deal to create their lives online. A relatively advanced only al most(prenominal) popular means of achieving this is through social network offic es such as Facebook, MySpace, Orkut, LinkedIn etc.A social networking site piece of ass be defined as one that anyows Internet users the ability to gibe user-generated content such as comments, review, feedback, ratings, or their induce dedicated pages. (Burns, 2007) They volunteer a virtual community for members interested in a alike(p) subject or just want to hang out to travelher. Voice, endorsement message, conference and blogs, are the usual means by which members communicate in a social network site.(www.computerhope.com, 2010)(www.mlc. administratorboard.com, 2008)As social networking sites become part of life of their members, they have become a potentially useful marketing puppet. mixer networking sites are an important medium to r individually a divers(prenominal) demograpy, including young generation, women, business consumers, and grey-haireder individuals. Research shows that over 80% of consumers beget advice from friends online, which is thrice that of vi a traditional media, while making any purchase (Ward, 2007)This report discusses issues in using social networking site for marketing and how it is relevent to restaurants and The 21 hospitality group ( coffeehouse 21 group) in particular. neighborly networks and marketingThe standard marketing mediums of television, radio, and sassyspaper are constantly losing their effectiveness. As consumers are spending much than(prenominal) time online, companies are beginning to follow them to the Internet. Companies striving to be relevant, oddly among younger consumers, are increasingly tailoring marketing campaigns specifically to social networks. Such campaigns hope to interact with nodes over time, in what companies hope bequeath be in a memorable focus. (King, 2006a)Burger King managed to brighten more than 114,000 friends on MySpace, in a successful marketing scheme where they created a profile for their mascot, The King. Through their site, users could watch free episodes o f many TV. As Gillian Smith, old Director of Media and Interactive at Burger King puts it, Consumers respect us more as a nonice if we are giving them something they end use. (King, 2006b)Every industriousness is using social networking media for marketing, brand awareness campaigns, consumer engagement and reputation monitoring. The restaurant industry is no different. Restaurants are a social medium of interaction among people offline, so going online is just a natural extension.Restaurants besides have advantage over other industries using social networking media. Social media is about(predicate) visuals, sharing ideas, talking and telling stories. Similarly food is in any case very visual, both physically and activatedly. It evokes conversations, experiences, memories, and stories that people share. This is what social networking websites are all aboutChances are that if its a restaurant people talk about them online, discuss, rate and recommend them to friends. Chatter is happening. It may be very serious for restaurants to k straight whether it is going good, bad or in between to continue their business successful and popular. (Fruchter, 2009). This way they can adapt give way to client prefere nces and delight.Social marketing has distinct advantages which stag it a vital tool for a marketing campaign. The members of social networking sites are niche groups with particular interests. These peculiar(prenominal)ize members are a highly-tar realiseed audiences.(Burns, 2007). Return on Investment is one of the most important criteria for any marketing campaign. For businesses such as restaurants, social marketing is one of the cheapest methods. Considering that fact that such sites vastly improve visibility, restaurants ultimately get good publicity for free. in any case traditional e-marketing tools like banners and link ads are losing their charm as not many people trust them. scarce with social marketing, restaurants can give a more huma n emotional touch to attract potential nodes. Social marketing helps to open information fast (me, 2010). It in addition creates interactive bond with the nodes.Social Networking Ideas (for caf 21 Group)21 Hospitality group should adopt a comprehensive marketing system on social networks. They can start by creating profiles, networks and blogs on facebook, cheep etc.On these, they can feature aspects of a restaurant each week, such as inside the kitchen, basic cooking tips, greetings from a air hostess along with her favourite appetizers, drink recipes from the bartender, and so on. People will get to know employees and food better, which creates an intimate and welcoming atmosphere when they visit the restaurants. They can hold contests where people vote for favourite menu item, submit their own ideas for a dish or dessert to be deal outd. This will take the customers feel empowered. The groups website and profile page should be mentioned on brochures, menus and bills to ge t people log in to them and connect.Most members have their birthdays and anniversaries listed on such site which can be used to give discounts to prospective members on special occasions. This method will make the customers feel good and attract them to the restaurants. coffee bar 21 Group should inform customers about new events, menus and happenings through these sites. Also they should invite reviews and feedbacks from their customers. They should go all out to please the customers as the customer is always the king. (Mehta, 2009). The feedbacks will be helpful for the group in providing better services.In tallyition, Cafe 21 group can visit other local restaurants on these sites, befriend them and comment on their pages. Customers, who dont know Cafe 21, may become aware by seeing those comments. Also, they can link up up with websitesdedicated to tourism in North-East and entangle a link to Cafe 21 groups site on their page.Things to sense of smell out forBefore diving str aight into social networking, a be after approach is required, especially for frequent users who will most likely spread the news about the food and services to other users and their friends. It is essential to emotionally connect with them and make them friends of the brand (Li, 2007)Cafe 21 Group also need to pick the apt sites, the one that most closely matches the intend customers. Transparency in communication is must to flourish trust and brand loyalty. A lot of users navigate using Google, Yahoo, or links in e-mail. So, businesses need to optimize visibility on these. Also they need to warrant that their content is of high enough interest, quality, or value that it will serve as link bait or bookmark bait. (Burns, 2007)A investigate by ExactTarget and Ball State University says that Internet users, aged 18-34, are more influenced by direct email and mail rather than marketing on social networks (Leggatt, 2008). This highlights that creating trust is an absolute must for an marketing strategy to be successful.Participation in social media needs much more work than just signing up for an account and then posting the dilate of lunch or dinner. It is very essential to hear feedbacks, reviews and conversations of customers. It will be very helpful to expose out who is passionate about the brand, and give them extra information which they can share with others. Vandegrift says. You dont have to pay people. erect find out who really cares about you and give them some access. (Perlik, 2009)Restaurants should also be ready to respond to negativity. A quick and right retort is required in times of negative feedbacks and publicity to hold wear of any customer base.Above all, restaurants should always have something interesting to add to the conversation. Just listing menus makes the posts boring. Readers should be provided unique information which they cant find elsewhere. Restaurants like Cafe 21 can offer insider discount deals and promotions or somethi ng interesting now and then. (Perlik, 2009)ConclusionAll businesses aim to increase their customer base. Before the Internet, many spread the cry through word of mouth. Social marketing has now taken over as the online version of word of mouth. Harnessing it, in the right way will results in more customers, more sales, and a higher level of visibility online than ever before. (me, 2010)With the Net, a new way of conducting business is available, but it doesnt change the laws of business or most what really creates a competitive advantage. The fundamentals of competition remain unchanged. Michael hall porter (cited in Newing, 2002)Advertising on social networking sites have clear advantages but still businesses should move forward with caution regards to ethical amd moral issues. The publicizing should be just enough to promote the brand and expand customer base and also should not invade privacy of the users of that site.Cafe 21 group should go ahead with marketing on social medi a. It will open a new medium to connect with customers, but they should translate that this can not be the full marketing strategy. They still need to have traditional strategic marketing plans to maintain competitive advantage.Current Issues in MarketingCurrent Issues in MarketingMarketing is the offshoot by which the producer and consumer communicate to enable the producers to sell their products to the consumers. The producers engage in introducing their brands to the prospective or already existing customers, informing them of the conglomerate specifications which make their products to stand out from the rest (Jaworski et al. 2016, n.d). Due to the evolution of time, the marketing empyrean in the business industry is currently facing many challenges with the germinate of digitized marketing. The increasing use of social media platforms as tools for marketing has caused a forceful change in the leaning of strategies for marketing drawn by various companies (McDuffee 201 4, n.d). The revision of the strategies is to ensure that despite the changes, the producers are still able to check their market share or if better, improve it.According to Russ Klein, the chief executive officer at American Markets Association, he highlights that the digital transformation in the contemporary marketing world has become a problem, more than it is of turn a profit (Jaworski et al. 2016, n.d). Digital transformation has contributed much in more in adding to managerial problems collectible to the trap perception in handling the transformation. As time goes by, it is not only the marketing strategies that shift but also the manner in which the various businesses handle their issues. Communication methods, internal crowd-source innovation, among others keep ever-changing accordingly marketing must also conform to the strategies employed by the business in handling its businesses (Jaworski et al. 2016, n.d). Within the same scope, one should also realize that the bu siness models shift with regard to digitization hence marketing of products might not be as simple as it was in the past.When considering the strategic marketing plan, the company must take into consideration various aspects of the market to ensure that the plan is suitable to counter the competition in play. Previously, planning was based on the positioning statements, proper branding, and the 4 Ps which are currently being ignored by many due to the introduction of methods such as content marketing, marketing automation, SEM, among others (McDuffee 2014, n.d). The introduction of these methods, peculiarly social media marketing, has caused a number of people to ignore the fundamental principle of marketing, hence drawing plans that might influence negatively on the future. Working without a strategic plan is compared to engaging in the construction of a make without a blueprint and as a result a business may not achieve much (McDuffee 2014, n.d). Every proper strategy should en sure that the business model, objectives, and brands are taken into consideration to pave way for better structured marketing strategies. Currently, businesses are more focused into rushing to social media platforms to make known what they deal in (McDuffee 2014, n.d). such actions make their businesses appear as having become a campaign with no crocked basis.In spite of the modern marketing strategies that are in place, the basics of conducting business have not changed. People engage in the modify of goods and services, just as before, and as a result the old methods, now termed as obsolete, are still applicable. The improvement in the level of engineering science in use in conducting businesses has led to the digitalization of every function including marketing. In particular, the use of social media platforms is currently a marketing trend that has taken the business industry by storm, yet might not be as productive if other forms of marketing are not jointly involved. To a chieve a marketing advantage, the entrepreneur should not narrow their mind to this form of marketing only, but also improve the old fashioned techniques.ReferencesJaworski, B., Malcolm, R., Morgan, N. (2016). American Marketing Association 7 big problems in the marketing industry. Marketing News. Online In http//www.ama.org/publications/MarketingNews/Pages/7-big-problems-marketing.aspx Accessed 9/1/2017.McDuffee, B. (2014). Editorial strategy and planning Go back to the future with strategic marketing plans. Online Created 14/1/2014. In http//contentmarketinginstitute.com/2014/01/back-to-the-future-strategic-marketing-plan/ Accessed 9/1/2017.