MRKT20052: Portfolio Articles Analysis - Marketing Trends and Tobacco

This report analyzes two marketing articles. The first article explores emerging marketing trends in 2019, focusing on digital marketing, social media, and their impact on reaching target audiences. It emphasizes the importance of adapting to online strategies for business success. The second article examines how the tobacco industry leverages social media to attract a new generation of smokers, highlighting the indirect marketing methods employed. The report discusses the implications of these issues from a marketing perspective, including the need for businesses to stay current with marketing trends and the ethical concerns surrounding tobacco marketing. The analysis considers the impact on consumers and businesses.

Student Details
MARKETING

Marketing Articles 1
Table of Contents
Introduction................................................................................................................................2
Article 1: The Ultimate Guide to Marketing Trends in 2019.....................................................3
Article 2: How social media is helping Big Tabacco hook a new generation of smokers.........5
Conclusion..................................................................................................................................7
References..................................................................................................................................8

Marketing Articles 2
Introduction
Selected articles for this assessment are “The Ultimate Guide to Marketing Trends in
2019” and “How social media is helping Big Tobacco hook a new generation of smokers”.
The first article I will explain about the new and emerging trends of marketing in 2019.
Marketing trends of 2019 mainly includes digital marketing and social media marketing.
These marketing trend and strategy helps business houses in reaching out to their targeted
audience effectively and efficiently (Decker, 2019). In the second article, I will explain how
social media is helping the tobacco industry in creating a new generation of smokers
(theconversation, 2019). In this study, key issues of both articles, why these issues are
important and implications of these issues from the marketing perspective will be discussed.

Marketing Articles 3
Article 1: The Ultimate Guide to Marketing Trends in 2019
I think that the key issues in this article are related to the current emerging marketing
trends. Business houses are concentrating on promoting their brand via social media, digital
marketing, through an automated process, text messages, chatbots, video marketing, search
engine optimizations, etc. These marketing trends help the business in selecting their targeted
audience effectively and efficiently (Decker, 2019). Current marketing trends can make a
connection with the targeted audience and bring result-driven interchanges (Ryan, 2016).
Today and in the near future, internet advertising is expecting power over regular promoting
channels. In this way, business houses and marketing industry must know the most recent
advancements in the marketing strategy to discover answers for coordinating with the
targeted audience with more intensity (Amado, Cortez, Rita & Moro, 2018).
At this present minute, nobody can preclude the significance of current marketing
trends (digital marketing, etc). According to me, importance of this issues shows that in the
event when business needs to be over then their rivals, in this case, the business should be
dynamic on the web and discover what's going on and so forth (Veríssimo, 2014). Today, the
world depends on powerful internet-based life movement, making and spilling video, digital
broadcasts, graphical just as composed substance, and so forth. Keep in mind, to be fruitful
the advanced time requests are distinguishing client conduct and concocting powerful
arranging dependent on that (Van & Holthof, 2018).
As per my thinking and from the marketing perspective, new trends of marketing help
the business houses in conducting the promotion and advertising activities with minimal cost.
Digital marketing helps the business houses in reaching to their targeted audience (Amado,
Cortez, Rita & Moro, 2018). It also helps in turning costumers into the biggest advocates and
promoters of the business. However, this is part of mouth-to-mouth advertising or publicity
(Ryan, 2016). Apart from this, A wide range of business is now concentrating on content
marketing - distributing web journals, putting resources into assets to deliver special
substance, and paying for substance-related advertisements (Van & Holthof, 2018).
It has been noted that the advertising and promotion trends of 2019 are declining the
traditional trend of television advertising. In the past, TV advertisement is considered as the
most adequate and prime source of promotion (Veríssimo, 2014). However, promoting any
product or services through television means of promotion includes a huge cost. Slowly, as

Marketing Articles 4
time pass people started avoiding television by switching on social media. I have also
concluded that currently marketers targets major platform for promotion it includes, Netflix,
Hulu, Amazon Prime, YouTube, Instagram, Facebook, etc (Amado, Cortez, Rita & Moro,
2018). Current marketing trends are cheaper, allow better segmentation, more agile and helps
the business houses in a fascinating large number of audiences at once. Advantages of
emerging trends of marketing include:
 The capacity to arrive at a worldwide market or global market.
 Business can reach to the greater number of clients for less cost than traditional
marketing methods
 Become more acquainted target group and enable them to know about the business.
Thus, it forms the brand loyalty.
 Business houses can also get direct feedback and can social media reactions about the
brand.
 From the perspective of consumers, if they want then they can get a set filter for
specific types of advertising only.

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Article 2: How social media is helping Big Tabacco hook a new generation of smokers
I identified key issues in this article which is related to the fact that tobacco industry is
incentivizing young people through social media. I observed that it is the hush reality of
today that young generation proudly displays themselves with cigarettes, weed, hookah,
cocaine, etc on social media. Today's generation feels that they are looking cool and attractive
by having a cigarette (Pokhrel, et. al., 2018). Tobacco brands are following a strategy in
which they target those people to have an adequate number of followers on social media
(theconversation, 2019). After that, they advertise their brand through an indirect method. For
example: On social media, John has over 1 lakh followers then marketing manager asks John
to promote their brand by indirect means like click various picture with cigarettes and post
them on different time (Robertson, et. al., 2019). Now, whenever his followers will see
John’s post then they will automatically assume that John is successfully and he is enjoying
his life. His followers will also try to follow him in real life by having cigarettes and they will
also post pictures like him. Likewise, chain starts and the tobacco industry are becoming
successful in spreading their web (Colditz, Welling, Smith, James & Primack, 2019).
According to me, importance of this article is that many developing nations report
high pervasiveness of smoking propensities among adolescents. The progress from school to
college is a basic stage where youngsters are bound to embrace such undesirable propensities
and way of life (Hendriks, Putte, Gebhardt & Moreno, 2018). It is important to comprehend
the elements that lead youths to smoke and examine the relationship of these components
with other financial and statistic factors. Other than cigarettes, elective types of tobacco like
biddies, hookahs, biting or powdered tobacco are conspicuous in lower financial sections
living fundamentally in provincial and semi-urban zones (Pokhrel, et. al., 2018). Promotion
through social media helps the tobacco industry in spreading their wings to teenagers and
young people. Tobacco use, particularly cigarette smoking is a noteworthy general medical
problem in the communities (Robertson, et. al., 2019). I think that this issue is very serious in
towns and urban communities where there is a high centralization of instructive organizations
as understudies from littler towns and towns go to these urban communities for training.
From the marketer's perspective, smoking habits is developing in people from their
early age. Thus, it benefits marketer a lot because generally people cannot able to give up on
smoking in their lifetime. Children joins the journey to become the lifetime customer of these

Marketing Articles 6
industry (Colditz, Welling, Smith, James & Primack, 2019). On the other hand, one such
issue which is discussing on social media is the adverse effects of smoking. People are
talking about the negative effects of tobacco on health on social media and at the same time,
they are also enjoying taking tobacco (Hendriks, Putte, Gebhardt & Moreno, 2018).

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Conclusion
I have concluded that the emerging trends of marketing in 2019 are succouring the
business houses in spreading their wings over the targeted audience. Latest marketing trends,
tend to focus more on digital marketing and search engine optimization. Apart from this,
Tabacoo industries are targeting teenagers and younger people through the medium of social
media. On the other hand, people on social media are also talking about the harmful effect of
nicotine and other drugs.

Marketing Articles 8
References
Amado, A., Cortez, P., Rita, P., & Moro, S. (2018). Research trends on Big Data in Marketing:
A text mining and topic modeling based literature analysis. European Research on
Management and Business Economics, 24(1), 1-7.
Colditz, J. B., Welling, J., Smith, N. A., James, A. E., & Primack, B. A. (2019). World vaping
day: Contextualizing vaping culture in online social media using a mixed methods
approach. Journal of Mixed Methods Research, 13(2), 196-215.
Decker, A. (2019). The Ultimate Guide to Marketing Trends in 2019. Retrieved from:
https://blog.hubspot.com/marketing/marketing-trends
Hendriks, H., Putte, B., Gebhardt, W. A., & Moreno, M. A. (2018). Social drinking on social
media: content analysis of the social aspects of alcohol-related posts on facebook and
instagram. Journal of medical Internet research, 20(6), 226-229.
Pokhrel, P., Fagan, P., Herzog, T. A., Laestadius, L., Buente, W., Kawamoto, C. T., & Unger,
J. B. (2018). Social media e-cigarette exposure and e-cigarette expectancies and use
among young adults. Addictive behaviors, 78, 51-58.
Robertson, L., Hoek, J., Blank, M. L., Richards, R., Ling, P., & Popova, L. (2019). Dual use of
electronic nicotine delivery systems (ENDS) and smoked tobacco: a qualitative
analysis. Tobacco control, 28(1), 13-19.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the
digital generation. London: Kogan Page Publishers.
theconversation, (2019). How social media is helping Big Tabacco 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
Van, S., & Holthof, C. (2018). Digital marketing strategies, online reviews and hotel
performance. International Journal of Hospitality Management, 72(1), 47-55.
Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business
horizons, 57(6), 703-708.

Marketing Articles 9