MPK736 - Analyzing Impact of 2017 Marketing Trends on Global Business

This essay examines the impact of the marketing trends of 2017 on international business, focusing on the shift towards digital platforms and the utilization of tools such as messaging apps, videos, chatbots, and ad blockers. It contrasts the evolution of marketing strategies from the traditional 4Ps to the integration of social media and the current emphasis on digital platforms, highlighting the role of artificial intelligence in data analysis and predictive modeling. The essay discusses the increasing importance of video marketing, using platforms like YouTube and Facebook Live, and addresses the challenges faced by businesses in adapting to these rapidly changing technological landscapes. It also explores the implications for Australian marketing operations, emphasizing the need for marketers to update their skills, collaborate with technology specialists, and develop innovative procedures to effectively engage with customers in the digital age. The essay concludes by stressing the importance of curiosity and adaptability for marketers in navigating the dynamic digital environment.

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International marketing
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International marketing 1
Trends in 2017 Impacting Global Marketing
This article is simply triggering towards the changing trend of the market on the international
market. The entire previous concept has been changed into the new innovative trend which is
totally focused on the use of all digital platforms for its work. It also focused on the new tool
used for the international marketing leaving behind the old tools of marketing. Tools used in
today's growing trends are messaging apps, videos, chatbots, and adblockers. In present time the
internet is one of the fastest methods of reaching to the people along with its wide reach range.
Messaging apps demand in present time is increasing very fast. Most of the business is looking
to embrace this trend as an opportunity. Chatbots is a setup program which interacts with the
human and provides them with a solution without make them feel that they are not interacting
with a program. As globally the impatient level of the customer has dropped a lot related to the
inquiry of the product. Hence, in this case, the chatbots act as one of the main sources to enhance
the overall user and brand experience by interacting with the customer (Law, 2017).
As we know that in 2011, 4P`s was used as a marketing strategy for promoting products. In
2014, this marketing trend was changed due to the entry of marketing mix which used social
media as a platform of communication and now in 2017 the strategy has shifted its trend towards
digital platform as the main mode of communication or for the promotion of the product or
service. Innovations of artificial intelligence have added the value of this digital platform by
providing the support of gathering information in the form of data, calculating and develops
prediction by analyzing the data and give this data a meaningful shape. Now, the marketing mix
is using tools like videos as a mode of promotion (Berthon et al, 2012). According to YouTube,
about 3.25 billion hours of video is viewed on YouTube each month. This innovation in this area
is quickly using the technology stage like Amazon and Netflix distributing addictive content in a
new, exciting way. It has been seen that it is better to promote products on this digital platform
instead of promoting it in the television advertisement. Even the cost of television is more as
compared to this social marketing mix tool. Facebook live has become one of the key video
streaming services that the international marketer is using (Dakar et al, 2012).
A revolution of advertising is happening as our generation devotes extra time to our mobile
phone, MacBook, and PCs. The challenge aimed at trademarks remains attach with clients

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through all these instruments in real time and create movements that operate sloping social
media, exhibition promotion. The on-time communication products have with persons as
marketer communicated with online sites and cellphone applications have altered the landscape
of advertising. The current day advertising section desires to combine the innovative on the side
of the self-control – by means of influential metaphors to bang into the person’s needs and drives
– with the practical side of data, numerical work, and logics. The two zones never continuously
fit simply composed. Receiving innovative sellers to effort together with practical supervise can
be a vast dare. Promotion is anxious about understanding publics’ inspirations and using these
visions to create movements that promote brands and inspire persons to buy their products. It is
an innovative and often spontaneous process (Ivy, 2008). The technology used to attain this,
though, requires talents in arithmetic, figures and calculating. Three zones of marketing which
have been converted by online platform are the speediness, significance, and spread of
campaigns. Marketers need to bring up-to-date their talents in order to create the most of these
fast-moving, and highly relevant campaigns through digital. They need to work carefully with
data authorities, web designers and social media specialists. The marketer of the future desires to
syndicate marketing and innovative skills with a thoughtful of real-time technology. An
energetic excellence for marketers in the fast-changing digital situation is interest, rather than
any exact practical information. It’s not about a specific instrument or structure, it is about being
interested about other opportunities because the tool which we are using today will be different
from the tool which we will be using in near future or we have used in past time ( Bampo et al,
2008).
Marketing operations in Australia are surely not as the part of this fast growing digital marketing, but
it is being carried significant. With trades incapable to keep leap with growing customer actions and
the advertising background, the burden is on to put promoting operations—expert persons, well-
organized procedures, and understanding tools—in a place to permit products to not unprejudiced
attach with clients but also outline their communication (Dolnicar and Lazarevski, 2009).
While promoters are boarding on an extensive collection of “digital alterations” to redesign
company’s processes and operating models, several of these determinations are foiled by advertising’s
trouble in transporting on its ambitions. Latest study originate an amazing 84 % of promoters are not
have an official gratified plan or process to nourish their rising horde of advertising networks, and they

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also there is absence of formally managed content (Filipe Lages, Luís Abrantes and Raquel Lages,
2008).
This condition frolicked out at worldwide customer-products corporation, that proverb year-over-year
gratified expenditure increase by additional than 25 % as a consequence of its determinations to
develop more consumer-centric. Though there was no merging policy, supremacy, or arrangement to
make consistency for online sites, blogs, YouTube, social media, mobile, and customer relationship
management. Digital advertising processes have forced Australia to include the submission of
competencies, methods, erections, and new upgrades to economically activity and measure the
communicative, aiming, customized, and proper utilization of digital modes (Rahbar and Abdul
Wahid, 2011). Marketing processes have a dire role in lashing bottom-line development. That
competence straight allows the rapidity, nimbleness; iterative expansion, research, and receptiveness
that progressive businesses must respond and outline the market. Marketers of Australia are attentive
of what wants to be complete, and a lot of them are having captivating style. Nevertheless that
frequently sores down to applying new innovation podiums, adding crown total, cumulative online
distributions inside the promoting-spending combination. Though these are significant phases,
company will resolve this task. Basically, present advertising processes plea aimed at the attentive,
thoughtful expansion of novel procedures, management, then supremacy.

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Ivy, J. (2008) A new higher education marketing mix: the 7Ps for MBA marketing. International
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