Marketing Implications of Trends and Social Media in 2019

This report analyzes two articles, one on marketing trends in 2019 and the other on how Big Tobacco uses social media. The first article discusses various marketing trends like content marketing, SEO marketing, and technology-marketing. It highlights the shift from a marketing funnel to a flywheel, emphasizing customer-centric strategies. The second article focuses on how Big Tobacco exploits social media to attract young people, circumventing advertising restrictions. This analysis examines the implications of these issues from a marketing perspective, considering the impact on stakeholders, ethical considerations, and the evolution of marketing techniques. The report emphasizes the importance of adapting to changing marketing landscapes and the ethical responsibilities of businesses.

Running Head: Marketing
[Type the company name]
Marketing
[Type the document subtitle]
Laptop04011
[Pick the date]

Marketing 1
The Ultimate Guide to Marketing Trends in 2019
Link: https://blog.hubspot.com/marketing/marketing-trends
It is believed that the marketing activities in the environment moves faster than the speed
of light that means that it holds the power to influence people in the target environment. The
marketing techniques keeps on changing on a regular basis so as to create effectiveness in the
environment. However, keeping up with the change does not make the organization succeed.
Thus, several marketing trends are defined to act as a guide for the companies in the marketing
environment. Six areas of trends defined in the article that are genera marketing trend, content
marketing trend, social media marketing trends, SEO marketing trends, technology-marketing
trends and lastly privacy marketing trends (Decker, 2019). Marketing trends helps an
entrepreneur to analyse the behaviour of the customers and save money by investing in the
marketing activities of the company as well. Further, the article also elaborated that the
marketing funnel has converted into marketing flywheel of the business as initially the customers
are the afterthought of the marketing activities however, now the marketing activities of the
company revolve around the customers only. Thus, it should be noted that there are various
innovative ways to manage the content of the company and make appealing to the customers as
well (Wilden, & Gudergan, 2015).
Talking about the issues in the given case, it should be noted that it is crucial for the
organizations to change the marketing functions so as to remain competitive in the business
environment. The above mention six types of marketing trend are important because the
successfully incorporate all the qualities of the product in the promotion campaign that helps
them to attract customers in the target market. Initially the marketing functions were held under a
single segment and people did not know enough about different types of market like content,
SEO marketing etc. in the marketplace (Erdem, 2017). Resulting in which, it should be noted
that this type segregation in the marketing trends would help the companies to tap their footsteps
on adequate marketing technique and capture the right type of customers from the market. These
trends are important because they highlight the different activities that the business could use to
gain the trust of people in the business and build reputation as well. The marketing tools are used
in the business environment to grow better by letting people know about the brand and the
specifications of the product. The diverse marketing techniques acts as a way of judging for the

Marketing 2
customers whether the company serve qualitative products in the market or not; and on the basis
of such techniques only brand image of the company is created in the eyes of the customers
(Jaworski, 2018).
Talking about the six aspects of marketing trends mentioned above, it should be noted
that if the organization still make use of traditional marketing techniques then they would not be
able to sustain in the business environment. Nowadays, producing sustainable goods is important
but it is more important to present sustainable marketing strategies in the environment. Many
companies come and go in the marketplace, not because the value of their product depreciation
but because the marketing activities of the company becomes inefficient or new companies with
better marketing trends enter in the industry. Thus, it should be noted that not implying adequate
marketing techniques in the business environment could make the organization face several
difficulties as well. As long as the business is keeping an eye on the marketing strategies, they
cannot fail to achieve attraction of the customers in the business environment (Watson IV,
Worm, Palmatier, & Ganesan, 2015).

Marketing 3
How social media is helping Big Tobacco hook a new generation of smokers
Link: https://theconversation.com/how-social-media-is-helping-big-tobacco-hook-a-new-
generation-of-smokers-112911
The business segment Big Tobacco is using the social media marketing techniques in the
environment to attract more young people to smoke. This type of marketing activity is also
harassing the law that restrict the marketing techniques of promoting traditional cigarettes to
minors. The Tobacco companies have started conducting events on large scale so as to attract
more and more young people and increase the market base of the companies as well. Nowadays
every person like going into social events and in that social events and extravagant parties only
these tobacco companies influence the young people to intake it. These companies are exploiting
the power of social media to attract the people in the wrong direction (Kozinets, 2019). Initially
in the 90s when TV and radio advertisement was banned, the companies found innovative
physical advertising ways to attract the people. The advertisements of tobacco companies from
the beginning have influenced the young people to buy their products because they become long
term customers of the company. Through the social media pages, the companies attracted people
to attend their parties and get close and comfortable with using tobacco. Legally, any person
above the age of 13 can official create an Instagram or Facebook account. Thus, it can be said
that such companies are using social media to spread a wrong message in the environment
(Marsh, et. al., 2016).
This issue is important because it is disturbing to the mankind and humanity. People
above a certain age are allowed to perform activities on the basis of their will but attracting
young people to use tobacco by influencing is wrong. It is crucial for the people and the
community to raise their voice against such unethical marketing activities in the business
environment. The tobacco companies target the young people in the market to increase their
sales as they will become long term users of the product but this activity is unethical because
they are influencing the innocent minds and attracting people towards wrong products in the
environment (Morgan, Whitler, Feng, & Chari, 2019). This issue is important because it is
affecting the state of innocent and it is making them addicted to wrong products that can harm
their health. It has become crucial to tighten the administration of Food and Drugs segment so

Marketing 4
that the tobacco companies can spare the innocent people and target the adult segment present in
the market (Olson, Slater, Hult, & Olson, 2018).
From the perspective of marketing, it should be noted that this type of tobacco promotion
is giving wrong message to the people in the business environment. Nowadays, all types of
people are present on the online platform, so the organizations need to consider several aspects
before circulating their promotional strategies in the environment because the advertisements
should not negatively affect the interest of any party in the business. However, in the given case
of Big Tobacco, they are intentionally targeting the innocent segment of the country to consume
harmful products in the environment. These companies are making wrong use of the marketing
strategies in the environment, as these strategies should be used to spread fair and right word to
people and it should not provoke them to utilize the wrong products in the environment
(Armstrong, Kotler, Harker, & Brennan, 2018). The marketing strategies should display true
information about the product and the brand; it should not perform actions that manipulate the
young people and influence them to take harmful and toxic products in the environment.

Marketing 5
References
Armstrong, G. M., Kotler, P., Harker, M. J., & Brennan, R. (2018). Marketing: an introduction.
Pearson UK.
Decker, A. (2019). The Ultimate Guide to Marketing Trends in 2019. Retrieved from <
https://blog.hubspot.com/marketing/marketing-trends>
Erdem, S. A. (2017). CHANGES IN INTERNET AND THEIR IMPACT ON MARKETING:
MOVING TOWARD WEB 3.0. Journal of International Management Studies, 17(2).
Jaworski, B. J. (2018). Commentary: advancing marketing strategy in the marketing discipline
and beyond. Journal of Marketing Management, 34(1-2), 63-70.
Kozinets, R. (2019). How social media is helping Big Tobacco hook a new generation of
smokers. Retrieved from < https://theconversation.com/how-social-media-is-helping-big-
tobacco-hook-a-new-generation-of-smokers-112911>
Marsh, L., Cameron, C., Quigg, R., Hoek, J., Doscher, C., McGee, R., & Sullivan, T. (2016).
The impact of an increase in excise tax on the retail price of tobacco in New
Zealand. Tobacco control, 25(4), 458-463.
Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019). Research in marketing
strategy. Journal of the Academy of Marketing Science, 47(1), 4-29.
Olson, E. M., Slater, S. F., Hult, G. T. M., & Olson, K. M. (2018). The application of human
resource management policies within the marketing organization: The impact on business
and marketing strategy implementation. Industrial Marketing Management, 69, 62-73.
Watson IV, G. F., Worm, S., Palmatier, R. W., & Ganesan, S. (2015). The evolution of
marketing channels: trends and research directions. Journal of Retailing, 91(4), 546-568.
Wilden, R., & Gudergan, S. P. (2015). The impact of dynamic capabilities on operational
marketing and technological capabilities: investigating the role of environmental
turbulence. Journal of the Academy of Marketing Science, 43(2), 181-199.