Independent Readings in Management - Essay Example

PERIODICAL Circle One: Dallas Morning News Issue: Month December Day: 25 The Five: Marketing TrendsSUMMARY OF ARTICLEThe article highlights some marketing expert’s five recommendations regarding small business owners. Shama Kabani recommends that businesses should take advantage of the current technological trends such as mobile phones to boost their sales. She says that the use of mobile phones continues to grow and that businesses should look for more websites that are mobile friendly. Kabani further asserts that content and relevancy of marketing information that ensures that information is delivered at the right time is highly appreciated and regarded by the consumers (Web).

Kabani also recommends utilization of social advertising that she argues that will attract more customers and reach a wider share of market. She finally recommends that businesses should take advantage of evolving search engine marketing and integrate marketing activities for better results (Cho Web).POSITIVE IMPACT TOWARD MARKETING1. The article embraces new methods of marketing that take advantage of the new technology2. Marketing techniques highlighted in the article have the capacity of reaching a huge number of customers due to the wider geographical coverage associated with them such as social networks3.

Kabani puts emphasis on the content and relevancy of information being passed to the consumers that serves as an important tool in marketing.NEGATIVE IMPACT TOWARD MARKETING1. The five recommendations may only be effective for already established businesses that most consumers know more about.2. Another challenge is that the recommended techniques are available to everyone thus putting marketing at arms race where every business strives for the next edge over its competitors. High level of competition may be expensive and stressful because of the constant need of acquiring new machines and software as well as training employees on emerging practices.3. Apparently, all marketers are gearing towards more efficient and most effective way of marketing, this may lead to homogenization in both products, and their style of promotion since replication is very easy in digital technology.

This will therefore make it difficult for consumers to distinguish between products and enhance public pessimism regarding the process of marketing.4. Works CitedCho, Hanah. The Five: 2014 marketing trends. Dallas Morning News, 25 Dec. 2013. Web. 7 Jan. 2014. .