The Changing Nature of Marketing, Competition

By Giacomo Bettazzi

To start• Marketing is a living science.• Marketing is always changing, because the

objects of its studies change constantly.• Many students and marketers are often not very

disciplined, and they get distracted because of the novelty.

• Despite everything, it is important to remember the fundamentals of marketing.

Three marketing changing techniques

• Real Time Marketing

• Dynamic Pricing

• The Long Tail

Real Time MarketingReal time marketing is the idea that instead of having a long process of creating advertising campaigns, you can use real time events or incidents to create your marketing campaigns.

You can take advantage from events that happen in real time.

To create a real time marketing campaigns you have to be constantly ready and up to date with all the major news.

It requires Creativity and an Open mind set.

The Best Examples “ Oreo “ In 2013 During the Super Ball, the energy went away and “Oreo”, the famous biscuits manufacturer, stole the Super Ball Spotlight with a tweet saying: “ You can dunk in the dark “and showed a graphic of dunking the cookie even though it's dark”.Oreo’s super ball tweet is Brand’s the most Re- Tweeted ever.

Tweet Oreo

The Best Examples KitKatIn September 2014, some Iphones blended when you put them in your pokets, Kitcat took advantage from that.

KitKat realised a campaign showing a blended kitkat saying:

“ We don’t bend, we break” . . . In a kitkat world that’s all good.

Tweet KitKat

Dynamic PricingIt’s a trending strategy that consists in setting prices based on changing circumstances, such as increases in demand at certain times, type of customer being targeted or changing marketing conditions.This type of pricing strategy is especially common in certain types of business, particularly those providing a service, such as airlines, but can also be used with product pricing.What’s important is being aware that it can work better in a sector than in another.Examples could be:Google Adwords, where the price of a keyword or Ad changes based on the demand.Flight Tickets, even here the system is the same. If you ask the person who sit next to you how much he/she has paid the ticket, it will probably be different from the one you own.

Coca Cola Example

The Long TailThe long tail strategy looks at less popular goods in lower demand. These goods could increase in profitability because consumers are navigating away from mainstream markets. This theory is supported by the growing number of online marketplaces that alleviate the competition for shelf space and allow an unmeasurable number of products to be sold, specifically through the internet.

Long Tail ExmaplesAmazon.comAmazon is one of the most amazing examples of a company profiting from the Long Tail.First of all, it has been able to sell rare books. There is such a large volume of rare books that there is a significant amount of money to be made. Amazon can take advantage of this because it does not have to maintain an inventory, and can offer all rare books. The probability of a customer coming to Amazon.com who wants to buy a rare book is high, so Amazon has been able to profit from this.Amazon has capitalized on the Long Tail is their recommendation engine

Long Tail ExamplesNetflix.comLike Amazon, Netflix uses a recommendation engine to advertise products in the Long Tail. Take an obscure movie that not many people have heard of. It is unlikely that someone will come into a movie rental house and rent this movie. Netflix uses its recommendation engine to target specific users that might be interested in this movie, based on their previous rentals. Netflix relies on their recommendation engine because they must pay royalties for the movies they rent out. The royalties on blockbuster movies that most people have heard of are much higher than the royalties on obscure movies that most people have not heard of.

Thank you

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