Marketing Perspectives: Evolution, Branding, and Consumer Influence

This report provides an overview of marketing perspectives, focusing on the evolution of marketing practices and future trends. It examines the impact of technological advancements, such as the internet, digital marketing, and social media, on both consumers and firms. The report highlights key focus areas for strategic marketing, including co-creation of brand value and understanding consumer demands. It emphasizes the significant influence of branding and consumers on marketing practices, underscoring the importance of constant updates on customer needs. Furthermore, it touches on the changing media usage patterns and their impact on analytical and empirical methods in marketing. The report references key academic sources, like Kumar (2015), and journals.elsevier.com (2019), and Watson et al. (2015), to support its arguments.

Running head: MARKETING PERSPECTIVES
Marketing perspectives
Name of the student
Name of the university
Author Note:

2
MARKETING PERSPECTIVES
Table of Contents
Evolution of Marketing practices of the Future...............................................................................3
Areas that will be the key focus points for strategic marketing......................................................3
Influence of brand or consumer over marketing practice................................................................4
Reference.........................................................................................................................................5

3
MARKETING PERSPECTIVES
Evolution of Marketing practices of the Future
The last decade has seen different kinds of technological developments in the market that
have transformed the markets as well as the marketing (Serrat, 2017). Both the consumers and
firms have new capabilities that the management of the companies could have imagined in the
earlier years. The major technical advances in the past decade include the likes of;
a. Use of internet as a source of unlimited information
b. Digital transformation like digital advertisements, marketing materials
c. Communication and search on the move
d. Social Media presence has been a boon for the organizations
e. Digital interactions with the firms
f. Comparison of the prices and seek discounts
Areas that will be the key focus points for strategic marketing
The different types of the technological advances and the ability of the organization to
implement new and advanced digital transformations has been the key to the success of the
organization in the market. Some of the organizations have been focusing on the co-creation of
the brand value by means engaging the customers to interact with each other and the different
brands in the social media (Watson et al. 2015). The future of the marketing will also involve the
clear understanding of the image and the strength of a brand in the assessment of the optimal
brand strategies. The changing demands and wants of the customer will be key to the success of
the brand in the market (journals.elsevier.com 2019). It is essential for the business organizations
to implement the strategic marketing practices in a better and efficient manner in order to ensure

4
MARKETING PERSPECTIVES
the success of the organization and then empowering the consumer in the creation of the brand
value. Therefore the future of the organization will behold the brand value as an important source
of marketing. Apart from all these the changes in the media usage patterns will also have a great
impact on the future of marketing. The different types of new developments will involve a
change in the approach of both the analytical and empirical methods. There are ample benefits of
such kind of approach as the managers of the industry have become empowered to determine the
frequency of each of the available marketing and communication strategies.
Influence of brand or consumer over marketing practice
According to, Kumar (2015) Branding and brand are complex terms in business words
that encapsulate different types of things. Branding or brand has a great impact on the marketing
practice of the business organizations. It helps the customers in a new way on their journey. 90%
of the consumer buying journey now crosses different types of the channels and the social media
plays an important role. The brand value has a clear link with the success of the business
organization (Watson et al. 2015). The better the value of the brand, the more the efficiency of
the Company in the market. Apart from this, the consumers of the market have also a great role
to play in the success of the organization. The organization has to keep a constant update on the
needs and demands of the customer. A constant update on the demand of the customers thus
creates the best possibility for the success of the brand in the market.

5
MARKETING PERSPECTIVES
Reference
Kumar, V., 2015. Evolution of marketing as a discipline: What has happened and what to look
out for. Journal of Marketing, 79(1), pp.1-9.
Marketing, I. (2019). International Journal of Research in Marketing. [online]
Journals.elsevier.com. Available at: https://www.journals.elsevier.com/international-journal-of-
research-in-marketing/ [Accessed 19 Apr. 2019].
Serrat, O., 2017. The future of social marketing. In Knowledge solutions (pp. 119-128). Springer,
Singapore.
Watson IV, G.F., Worm, S., Palmatier, R.W. and Ganesan, S., 2015. The evolution of marketing
channels: trends and research directions. Journal of Retailing, 91(4), pp.546-568.