Paradigms of Interaction with Potential Consumers - Essay Example

Section/# Marketing and the Paradigms of Current Interaction with Potential Consumers: An Examination of Three Distinct Approachces Introduction: It is without question that the field of marketing is extraordinarily broad. As such, different approaches/paradigms are oftentimes utilized as a means of integrating key products or services with a specific group of individuals (Gabriel & Lang, 1995). In order to understand this approach to a more effective and complete degree, the following analysis will focus upon some of the paradigms that are commonly used within the realm of marketing; specifically focused upon the paradigm of data-driven marketing, online marketing (to include social media), and shock advertising (Jackson & Wood, 2013). Through such an examination, it is the hope of this author that the reader will come to a more informed understanding with respect to the way in which different paradigms are utilized as a means of engaging and compelling the would-be consumer to a point of action. Social Media Paradigm: Firstly, online marketing is a broad descriptive term that helps to define any and all types of online advertising or Internet advertising (Achrol & Kotler, 2012). Over the past several decades, a noted shift has taken place with regards to the way in which products or services are represented to the consumer (Ritzer, 2001). Ultimately, even within traditional television advertising, it is not uncommon to hear an advertiser state or display a link to follow the product or service on Twitter or Facebook. More often than not, regardless of the product or service that is being promoted within the traditional format of advertising, it is also not uncommon to see the advertiser promote the website and encourage the potential consumer to visit as a means of gaining further information with regards to the product (Marsden & Littler, 2006). However, each of these approaches are only part of online marketing or Internet advertising. Ultimately, Internet advertising and online marketing is concentric upon providing web banners, mobile advertising within applications, ad servers, or other promotional marketing messages their delivered through websites that are not otherwise associated with the particular good/product/service that is being offered (Trif, 2012). Internet Marketing Beyond Social Media: From the brief list that is been provided above, it can definitively be noted that online advertising is a very broad sector that allows for an organization/firm/entity to direct their message to a specific demographic in a way that traditional advertising did not allow (Deshpande, 2013). For instance, if a particular company is attempting to market specifically towards individuals within a younger demographic, they will most likely target their online advertising to appear on websites that are frequented by individuals within this younger demographic (Salzberger & Koller, 2013). By means of comparison, if an older demographic is targeted, websites relating to products or services that individuals within this older demographic readily consume will be placed. One of the unique aspects of online marketing has to do with the fact that the advertiser can generate unique statistics with regards to the overall impact of the particular marketing tactic (Pine & Gilmore, 1999). For instance, as compared to a print advertisement or a form of marketing that is predicated upon blindly targeting a wide spectrum of the population, these specific level of engagement that can be had with regards to online marketing also allows for the marketer to generate unique usage statistics, click percentages, and the amount of time that individuals is viewing a particular page (Crowther & Donlan, 2011). Although these metrics might not seem as if they are relevant to be further delineation of marketing, fact of the matter is that the firms were responsible for purchasing this ad space can then review the statistics as a means of putting forward a more active and honed campaign in the future (Klein, 2001). Currently, as the overall amount of time that individual spends reading a newspaper and/or watching television tends to be relatively static, the overall amount of time that is spent online and on web enabled devices has drastically increased over the past several years. Consequently, the level of focus that advertisers placed upon seeking to integrate with online marketing as a means of engaging the consumer gains a degree of further relevance (Brodie et al., 2007). The Paradigm and Importance of SEO: Similarly, one of the fundamental shifts that has taken place over the past several years is with respect to the impact and manner through which search engine optimization is able to field a further level of more effective marketing towards the potential consumer (Marsden & Littler, 2006). This approach underscores the way in which data driven marketing is utilized in order to present certain products or services directly to the consumer. Naturally, this process in and of itself represents a litany of best practices and can be understood based upon a variety of different metrics. Normally, search engine optimization is centered around a local search framework. Ultimately, the actual search terms that are most likely to be used with regards to the product offered have been utilized as the sole determinant of constructing these localized SEO parameters (Bush et al., 2007). From a cursory overview, it is patently obvious that SEO is oftentimes not been engaged to a proper degree as websites does not accrue a high ranking on the pages returned even for the terms that can be considered as key words for a local search (Harker & Egan, 2006). With respect to the way in which the individual or the firm should integrate with the information that has thus far been presented, it must be understood that the zeitgeist of the era demands a closer attention is paid to mobile computing and the manner in which it can be utilized to garner further levels of profitability for the industry/business in question (Slater, 1997). From the personal standpoint, little if anything has changed with regards to communication over the mobile platform in the past 5-10 years (Baumgartner & Steenkamp, 2006). Once mobile devices became internet enabled and were functionally able to send emails/MMS messages as well as search the web, few innovations have come along to shift the dynamic of personal communication. However, with that being said, it must be understood that the greatest shift that has been felt with regards to mobile computing has been with respect to the way in which businesses seek to leverage these platforms as a means of reaching out to the consumer. One need look no further than a major car manufacturer’s television advertisement to note the Twitter and/or Facebook symbols at the bottom as the salesman makes a plea for the viewer to follow them on social media. This of course is merely evidence of the pervasive level to which mobile technology has integrated with the world and promises to shift the technological evolution of the current era in much the same way that PCs did during the late 1980s and early 1990s (Saren et al. 2007). The Shock Advertising Paradigm: Another paradigm of marketing and/or advertising that has been noted recently is with regards to shock advertisements. Such a form of marketing are not new to the world of marketing. In fact, that existed for as long as modern marketing has existed. Ultimately, the goal of marketing and any advertisement is hopeful that the consumer will integrate with the idea, product, or service that is being sold. Within such a narrow definition, it is painfully obvious why shock marketing, a form of marketing that is used in this way, to shock and/or disturb an individual to the point that they will pay attention, has been utilized to the degree and extent to which it has (Arndt, 2005). A recent example of the way in which shock advertising has been utilized is with regards to both Calvin Klein and Dolce and Gabanna. Only a few years ago, Calvin Klein found itself in a great deal of publicity as a result of the fact that it was using highly sexualized imagery of underage girls in order to sell its products (Underhill, 1999). Naturally, this was not a simple oversight with regards to the Calvin Klein brand. Rather, it was specifically designed to engage a level of shock and discussion among societal stakeholders so that the Calvin Klein brand would achieve a level of attention that would not be capable of being achieved with a much more expensive ad blitz (Ellis et al., 2011). I much the same token, Dolce and Gabanna has recently come under a level of scrutiny with respect to the way in which violence against women and simulations of aggressive sexual violence are illustrated within the advertisements for their products. Imagery of a woman being held down forcefully while a man straddles her with other men on looking was one of the most shocking clothing advertisements that have recently existed within the market. By much the same token, PETA (People for the Ethical Treatment of Animals) regularly engages in shock marketing as a means of encouraging people to view animal slaughter in a different light than they had been conditioned to view it. As such, imagery of bloody humans wrapped in cellophane for sale, graphic illustrations of Wales being gutted, and a litany of other disturbing imagery is often utilized by PETA as a means of creating a graphic, horrific, and long-lasting impression upon the viewer. Whereas clothing firms such as Dolce and Gabanna and Calvin Klein utilizes shock marketing as a means of engaging people in discussion and increasing the level of product awareness, PETA approaches the situation from a somewhat different perspective. Fully cognizant of the fact that they have a finite amount of money and a finite amount of time with which to engage societal stakeholders, PETA opts to engage the viewer in a horrific and startling way so that they can maximize the effectiveness of limited monetary supplies; all the while getting a powerful message across (Alsem & Kostelijk, 2008). Conclusion: In summary, the realm of marketing finds it absolutely necessary to engage stakeholders throughout society utilizing different approaches. If one singular approach were agreed upon and leverage all the time, the public would necessarily become exhausted from such an approach. Further, it must be understood that even though three distinct approaches/paradigms have been discussed within this brief analysis, there are in fact a litany of others that marketologists and advertising groups seek to integrate. Yet, even from the three paradigms that have been thus far engaged, the reader can clearly note that the approach that marketing makes to individuals is diverse and nuanced; allowing them to integrate with unique demographics and present products in new and enlightened ways that are likely to engage consumers with their tacit benefits that they propose to offer. Whether the marketing is concentric upon a younger demographic and seeks to utilize SEO and/or social media as a means of promoting a given good or service or whether or not shock advertising is used as a means of engaging the consumer and seeking to promote a given good or service, all three of these approaches effect the same root goals. Bibliography Achrol, R, & Kotler, P 2012, Frontiers of the marketing paradigm in the third millennium, Journal Of The Academy Of Marketing Science, 40, 1, pp. 35-52, Business Source Complete, EBSCOhost, viewed 7 March 2014. Alsem, K, & Kostelijk, E 2008, Identity based marketing: a new balanced marketing paradigm, European Journal Of Marketing, 42, 9/10, pp. 907-914, Business Source Complete, EBSCOhost, viewed 7 March 2014. Arndt, J 2005, On Making Marketing Science More Scientific: Role of Orientations, Paradigms, Metaphors, and Puzzle Solving,Journal Of Marketing, 49, 3, pp. 11-23, Business Source Complete, EBSCOhost, viewed 7 March 2014. BAUMGARTNER, H, & STEENKAMP, J 2006, An Extended Paradigm for Measurement Analysis of Marketing Constructs Applicable to Panel Data, Journal Of Marketing Research (JMR), 43, 3, pp. 431-442, Business Source Complete, EBSCOhost, viewed 7 March 2014. Brodie, R, Coviello, N, Brookes, R, & Little, V 2007, Towards a Paradigm Shift in Marketing? An Examination of Current Marketing Practices, Journal Of Marketing Management, 13, 5, pp. 383-406, Business Source Complete, EBSCOhost, viewed 7 March 2014. Bush, R, Underwood, I, & Sherrell, D 2007, Examining the Relationship Marketing, Marketing Productivity Paradigm: Establishing an Agenda for Current and Future Research, Journal Of Relationship Marketing, 6, 2, p. 9, Business Source Complete, EBSCOhost, viewed 7 March 2014. Crowther, P, & Donlan, L 2011, Value-creation space: The role of events in a service-dominant marketing paradigm, Journal Of Marketing Management, 27, 13/14, pp. 1444-1463, Business Source Complete, EBSCOhost, viewed 7 March 2014. Deshpande, R 2013, "Paradigms Lost": On Theory and Method in Research in Marketing, Journal Of Marketing, 47, 4, pp. 101-110, Business Source Complete, EBSCOhost, viewed 7 March 2014. Ellis, N., Fitchett, J., Higgins, M., Jack, G., Lim, M., Saren, M. and Tadajewski, M. (2011) Marketing: A Critical Textbook. London: Sage.  Gabriel, Y. and Lang, T. (1995) The Unmanageable Consumer. London: Sage. Jackson, R, & Wood, C 2013, THE MARKETING ENVIRONMENT: A NEW PARADIGM, Academy Of Marketing Studies Journal, 17, 1, pp. 35-50, Business Source Complete, EBSCOhost, viewed 7 March 2014. Klein, N. (2001) No Logo. London: Flamingo. Malefyt, T.D. and Moeran, B. (2003) Advertising Cultures. Oxford: Berg. Marsden, D, & Littler, D 2006, Evaluating Alternative Research Paradigms: A Market-Oriented Framework, Journal Of Marketing Management, 12, 7, pp. 645-655, Business Source Complete, EBSCOhost, viewed 7 March 2014. Pine, J. & Gilmore, P. (1999) The Experience Economy: Work is Theater and Every Business a Stage. Boston, MA: Harvard Business School Press. Ritzer, G. (2001) Explorations in the Sociology of Consumption. London: Sage. Salzberger, T, & Koller, M 2013, Towards a new paradigm of measurement in marketing, Journal Of Business Research, 66, 9, pp. 1307-1317, Business Source Complete, EBSCOhost, viewed 7 March 2014. Saren, M., P. Maclaran, C. Goulding, R. Elliott, A. Shankar & M. Caterall (eds.) (2007)  Critical Marketing: Defining the Field. Oxford: Butterworth-Heinemann. Slater, D. (1997) Consumer culture and modernity. Cambridge: Polity. Trif, S 2012, Emergence of a Marketing Paradigm’, Annals Of Eftimie Murgu University Resita, Fascicle II, Economic Studies, pp. 548-558, Business Source Complete, EBSCOhost, viewed 7 March 2014. Underhill, P. (1999) Why We Buy: The Science of Shopping. New York: Simon and Schuster. Read More