Analysis on a Marketing News Story which was published in 2013 Essay

Analysis on a Marketing News Story which was published in 2013 - Essay Example This means that in 2014, organizations that do not employ effective marketing techniques may fail to sell their goods because of inefficient communication. According to Demers (2013), social media and mobile usage has increased in the society, signalling that customers are developing preferences for goods that are advertised on these devices. Kurtz (2013) also argues that the high usage of social media is influencing purchase patterns meaning that the assumption may be applicable; although there is need for further research to test whether this tenet is applicable in real life. Consumer behaviour is also monitored through online techniques such as advertisement tracking, which traces sites that are preferred by numerous internet users. The author has analyzed each online marketing technique while stating how it is perceived and preferred, and the value it creates to consumers and marketers. Consumer Behavior and Corporate Communication Demers (2013) analysed the increase in the usage of the World Wide Web and found out that it may guarantee large market shares for products that are advertised through the internet. ... Images are used widely on the Internet because they are attractive and catch the attention of both current and prospective product users; scientists have proven this assumption, meaning that it is applicable to more than fifty percent of the members of the society (Doster, 2013). The author also argues that users prefer simple images with short descriptions. Table 1: showing the trends in the usage of the internet from 2008 to 2012 (http://www.kpcb.com/insights/2013-internet-trends) The trend in the table indicates that consumers in the United States are the most frequent users of the Internet while India has the least number of internet users compared to other countries. This means that organisations should shift their marketing techniques from outbound to online as indicated in Appendix 2. The author advises organisations to penetrate more than one social media platform meaning, advertising goods on these platforms appeals to consumers and captures large markets for different firms (Heaton, 2012). Essentially, marketers should adopt the integrated communication methods in order to achieve and maintain a competitive advantage. Demer (2013) also argues that consumers are shifting their preference to goods that are advertised by the sales persons of the selling companies. This is because customers believe that the selling companies convey true information about goods more than television and radio (Doster, 2013). This is additional evidence that stresses the significance of online marketing, which is conducted directly by the selling company. Companies that use the radio and television may not reap high benefits in 2014 because