MRKT20052: Article Analysis on Marketing Management

This assignment is a report analyzing two articles related to marketing management and digital communications. The first article examines how tobacco companies use social media to circumvent marketing restrictions and target young people, discussing the implications of these tactics on brand development and customer acquisition. The second article focuses on current marketing trends, including content marketing, social media marketing, and technology marketing, emphasizing their importance for organizations to stay competitive. The analysis includes a summary of the key issues, an explanation of their significance, and a discussion of their implications from a marketing perspective, considering the impact on various stakeholders. The report aims to provide a comprehensive understanding of the challenges and opportunities in modern marketing strategies.

Running Head: MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS
MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS
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Article 1
This article highlights that tobacco is constantly using social media network for finding new
ways of increasing new people in smoking habits and thereby getting passed the national laws
that restricts marketing of cigarettes to minors. As an evidence of research, the article put
forward that in the major cities like Rio de Janeiro, Milan and so on, that tobacco companies are
organising extravagant events like the red move now and so on with the intention of connecting
with young people. Search events are featuring alcohol consumption, attractive host along with
live music and these lavish events are sparing no limit on expense since their main attraction is to
entice the new buyers for the tobacco products of their brand.
However, in this context it can be argued that this Endeavour is not fit to be evaluated from the
perspective of marketing. This is because Kozinets, R. (2019), highlights that such live events
are also organised by other brands also showcasing attractive force as well as like smoking and
drinking. As an outcome it can be argued that those organisations which are not associated with
the production and sales of tobacco all liquor products are also branding and positioning their
organisation around marketing of smoking and drinking stuff.
Nevertheless, this article establishes that there is a very subtle marketing philosophy, as these
parties have a special is selected target audience who are the young in flowers, who would be
themselves encouraged to share photos posing with their glamorous tobacco on liquor brands
tagging friends on Facebook as well as emphasize on their followers on social media to do the
same. In the recent times, social media marketing has taken on a toll in brand development and
brand positioning and the researcher highlights that the popular use of hashtags like
#iamonthemove, #decideyourflowand so on are mainly emphasize upon flaunting the tobacco
brands that the youngsters have been recently using. The success of such marketing endeavors is

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ensured by the fact that the use of these hashtags is increasing the popularity of the social media
profile of those users.
The primary argument of the article is built upon the fact that the tobacco companies are always
in a hunt of skirting the marketing restrictions so that they are able to find creative ways to attract
people for consuming tobacco products. In order to substantiate this fact, the article gives the
difference of the tobacco ads Ban imposed by the US Congress in the 1971 (Kozinets, 2019).
Advertisements on television and radio were banned in that year and as are response the
organisations invested heavily in outdoor advertising as well as magazines. Recently, it has been
highlighted that all the tobacco brands are not advertising die their money is flowing into
sponsorship for music, event as well as sport. In spite of the fact that such sponsorships has been
banned in the year 2010, the social media activities of the the liquor brands starting to crop from
the same time, almost.
Analysing the above arguments, it can be highlighted that the primary Appeal of this article is to
make the people understand that we are not able to prevent the promotion and Advertising of
tobacco products. In fact the biggest state of search advertising is high influence upon the young
generation. Imposition of all kinds of ban on advertising and branding of Tobacco and liquor
products had been done with the objective of preventing it spread among the youth. Nevertheless
article establishes that with more than 80% of the youth in developed as well as developing
countries using social media vehemently everyday exposure to tobacco brands is not a big deal.
There still a wide range of brand ambassadors for tobacco companies, party attendees,
influencers as well as industry insiders around the globe.
Article 2

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The primary argument in this article is constituted in the fact that marketing moves at the speed
of light. This is why the organisation should be brainstorming new campaigning for development
of new strategy making ideas. Over a year new Trends for attraction of customers and marketing
concepts to customers are emerging ( Decker, 2019).
However, in this regard, the article emphasizes on the fact that setting up friends are following
the trains are not enough to stay ahead in this rat race of Corporate culture.
In the first section the importance of following marketing Trends has been provided, which
shows how important is marketing for the organisations. Two of the popular arguments present
in this section highlights that shuffling and introduction of new marketing efforts make the
consumers shop as well as search for the products of any desired brand constantly and being able
to stay up close with the changes in consumer perception or priorities and thereby target the most
appropriate Marketplace and hence stay ahead of the competitors.
Considering the marketing Trends, this article also highlights the specific marketing Trends that
has been accepted more easily in the corporate world (Decker, 2019). These are content
marketing, social media marketing, private marketing and Technology marketing.
However, in these statements, the article does not disregard the importance of general marketing.
Considering it to be the foundation of marketing, the article highlights that the way in which
general marketing strategies are implemented and expected to give returns to the organisations,
has also changed in the recent years. Keeping in mind it can be argued that the organisations are
using inbound marketing for appealing to larger section of audiences organically and thereby
promote the customers to become their biggest advocates as well as promoters (Decker, 2019).
Previously the organisation used to implement strategies of general marketing in order to find out

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the most appropriate customer base in order to maximize sales. Currently, they use customer
bases as flywheel with the potential customers in the centre and expects sales, servicing and
marketing to take place from the end of the customers like third party partners especially with the
introduction of social media which has provided a revolution in the way of product promotions.
Among the most recent styles of marketing, the aspect of content marketing has been highly
favoured by the research in this article. Specifically observe that creation and sharing of video
content has gained great Momentum and video sharing with specification to specific brands is
not characteristic to the organisations only. Rather, it is often the fan basis or enthusiastic
customers of a specific brand who develops videos to promote the products. Similarly, the article
acknowledges that social media marketing is another trendsetter in marketing Technology with
77% of the people in this globe having social media accounts (Decker, 2019). Previously, social
media accounts are only used for raising brand awareness, but now the author of this article
realises that sincere marketing efforts are possible through social media and audiences can be
connected on a personal level, thereby humanizing a brand.
There are other major means of digital media marketing which are not discussed in this argument
in detail. The last marketing trend identified in the article is that of Technology marketing. This
include the lights of artificial intelligence that helps in solving the customer queries easily as
well as accurately without human intervention. In terms of marketing, especially in the
construction and Food Industry, virtual reality as well as Augmented reality bringing about
improvement in the customer perception regarding products.
The article also develops the view that it is not only enough for the organisations to blindly
follow these trends, but they should come up with improvisation so that slowly they can apply

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their own changes to his marketing efforts and parallel ensure that their activities are compliant
as well as legal.

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Reference List
Kozinets, R. (2019). How social media is helping Big Tobacco hook a new generation of
smokers. The Conversation. (Online). Retrieved on 25th August 2019. Retrieved from
https://theconversation.com/how-social-media-is-helping-big-tobacco-hook-a-new-generation-
of-smokers-112911
Decker, A. (2019). The Ultimate Guide to Marketing Trends in 2019. Hubspot. Retrieved on 25th
August 2019. Retrieved from https://blog.hubspot.com/marketing/marketing-trends