The Most Effective Form of Marketing - Dissertation Example

With the aim to evaluate the most effective form of marketing to the 16-25 year-olds, this study was undertaken. Research aims and objectives were laid out and after extensive literature review, qualitative secondary data was gathered and analysed to arrive at the outcome of the study. The study finds that this age group is dynamic, on the move, engages in multitasking and has moved away from the traditional forms of media consumption. They are technically savvy and rely more on user reviews than marketer claims through advertisements.

Both iPhone and Nike have been trying to develop value-proposition for their customers but Nike clearly has a robust strategy in place that has given its the edge over competitors. Apple’s iPhone, on the other hand, lags behind due to its strategy to steer clear of social media. Nike’s constantly evolving strategy of social media helps them keep their customers engaged in different ways while iPhone is losing out on the youth segment as it has not been able to harness the potential of social media.

The most effective form of marketing to the youth would be through social media as it helps marketers to reach out to and fulfil customer needs better than competitors. iPhone has a product-push approach to marketing while Nike’s approach is customer-led. Social media is clearly the way forward. Based on the limitations, the study recommends further areas of study. The effectiveness of marketing is ascertained based on how effectively a marketer is able to reach out and fulfil customer needs better than competing firms.

It is effective marketing that has enabled Apple to venture into diversified products such as iPod and Macbook successfully. A sound marketing strategy enables an organization to leverage its strength and capitalize on opportunities existing in the market (Ferrel, 2011, p1). Organizations need to develop and plan a systematic process for developing customer-oriented marketing strategies and marketing plans suitable to its external and internal environment. The function ‘marketing’ has successfully migrated from being a mere functional discipline to being a concept of how businesses should be run.