Capitalizing on Marketing Trends - Book Report/Review Example

? Capitalizing on Marketing Trends and General Overview of The Main Point The main focal point of this book is appreciating the marketing changes and technologies that can help keeping in check an organization budget during hard financial times. The author has featured some CMOs of some top companies in the country. This help serve the purpose to show how these companies are reaching their customers while managing to cut their marketing costs. Marketing of products mainly involve means advertising and making sure that the larger customer base get the opportunity to know about a certain product, and even purchase these products. The author of this book goes an extra mile to give a provision through which its readers can recognize, investigate and evaluate the current marketing trends of today and tomorrow (Aspatore Books Staff, 2010). The author also focuses on how the marketer can easily connect with the customers. With the current marketing trends like social Medias, the author offers tips on how one can customize the trend implementation process to cater for the needs of the customers. Example, the marketer will have to tighten relationships with the vendors and always be willing to approach new leads when it comes to marketing. Thus, the book provides an edge and valuable insight to those business entrepreneurs who are trying to adjust their business to these economic tough times (Aspatore Books Staff, 2010). This can be achieved through studying global marketing trends, balancing risk in new ventures and incorporating sustainability through becoming more energy efficient. The experts in this book also emphasize on the importance of concentrating on team work or team efforts on the employees. It can be achieved through preparing employees for competition, ensuring that the senior management is involved and communication throughout the company is achieved (Aspatore Books Staff, 2010). Marketing Trends and Their Impacts on Companies Online marketing is the most effective and commonly used marketing trends. In order to understand the customer shopping behavior and patterns, companies have moved from the traditional marketing means to the new marketing trends that involve the use of internet (this has been witnessed through social media like Facebook and companies sending spam emails to the unsuspecting customers). First, we will look at the three current online marketing trends to understand how organization have or can capitalize on this to reach their customer base (Aspatore Books Staff, 2010). The Google Ad words are the critical part of online right now. The other been the “offers and big deals’ and +1 Ad endorsement. Mobile is growing faster than any technology not only in the US but across the Globe. It has grown four times for over just one year. This makes it the perfect key opportunity to power for Ad words advertising (Aspatore Books Staff, 2010). Recently, marketers can target mobile device and tablets with full browsers to place their Ad words. This targeting place the advertisers in a right position to create mobile only campaigns to reach the unexplored customers base. With the launch of click to call ads extensions, this feature allows searchers to make direct calls from ads placed on the mobile devices. Google went a further step from this to place tracking metrics that can help advertisers track calls placed from mobile landing pages through their Ad word accounts (Aspatore Books Staff, 2010). This is all achieved through installing a snippet code on the mobile devices and the advertisers are ready to reach the markets. Here marketers have find success in this top marketing trend. The +1 Ad endorsements is a Google product that allows people to share recommendations with friend through their search result pages. Apart from its ability to recommend entries in the unrefined manner, searchers may also recommend Ad word ads. This year, Google released the +1 capability and it is the corporation belief that this new marketing trend has the potential to change the way people view advertising. This feature is just similar to the giant Social media ‘Facebook’ likes feature. This feature has the ability to link social connections and increase the visibility of an advert through friends or contacts that have been chosen (Aspatore Books Staff, 2010). The only setback with this marketing feature is its lack of a feedback loop for the marketers or advertisers to the +1 response. The advertisers have no idea how many times their +1add has been recommended thus lacking the real social interaction (Aspatore Books Staff, 2010). Even the largest social Medias like Twitter, Facebook and Google cannot avoid the coupon fever last few years. This is a coupon program that delivers deals on a daily basis via email for those who have registered and singed up. In a new segment feature released some time back, Google began collecting personalized info that helps in delivery of more personalized ideas. When people signup for this offer they can provide their preferences through choosing from different categories (Aspatore Books Staff, 2010). The ability to integrate this collected data with ad words will potentially be a great opportunity for ad words advertisers to leverage this extreme coupon trend. With all these new trends released we are witnessing a major shift on companies trying to capitalize on these marketing trends (Aspatore Books Staff, 2010). Conclusion ‘Capitalizing on Marketing Trends’ is a book that provides an insider’s point of view on how to identify, assess and harness the power of at the present trends in marketing. The book has features from marketing executives that help the reader view how other companies have achieved in staying on top. These trends provide the best practices for forecasting impacts of a variety these trends will have on ones company. With the different niches presented it enables the reader have an insider view of sophisticated marketing structures that can put ones business or company ahead in the competition. The book has twelve chapters that deal mostly in forecasting the marketing trends that will increase a company’s market share. Companies used in this book range from; Hitachi consulting, Embarcadero Technologies, House of Taylor jewelry, Rentech Inc and Interface Solutions Inc (Aspatore Books Staff, 2010). By use of these companies, it provides the readers with proven marketing strategies from the above companies. Each chapter in the book is like a message from the future on where an industry or organization is headed, and core issues to look at for the future. Understanding of these marketing trends and matching them up with the kind of products one is offering is important. For, this is crucial in capturing the unexplored markets and offering the customers something better which they did not expect. Through appreciating technology, companies have been able to move forward, increase their market share and profits at the same time creating a medium through which they can communicate with their customers. Bibliography Aspatore Books Staff 2010, Capitalizing on Marketing Trends, New York: Aspatore Books. Read More