Principles of Marketing and the Future of Advertising - Assignment Example

Markers should aim at creating value for the customers and establishing a relationship with those customers (Kottler & Armstrong, 2015). The authors have discussed various approaches the organizations will use modern knowledge to capitalize on customer involvement and transform brand conversation expertise and populations. Therefore, as the marketing world undergoes digital transformations the most essential tools for marketers will be maximizing forming relationships with the customers and delivery of value to them by taking customers are the central nerve of the marketers’ activities.

            These perceptions are echoed by Wong in the article “The Future of Advertising.” Wong makes a similar observation and argues that marketers’ competitiveness will be determined by their ability to identify customers’ specific needs and satisfy that requirements in real-time (Wong, 2015). Also, he argues that the era of mass-marketing products is coming to an end because although televisions and radios assist in reaching many audiences they are not sufficient for consumer engagement. On the contrary, marketers will use strategies to identify the exact needs of the consumer momentarily and satisfy those needs in real time. Wong cites an example of Google and Apple's use of mobile applications to control human health, cars, and homes as a mark of the beginning of the digital era that leads to instantaneous satisfaction of consumer needs (Wong, 2015). Therefore, marketers will use various applications and devices to interact with consumers and deliver their value through the devices and applications

            The book and the article present the clear truth about future marketing by arguing that marketers should understand the specific needs and wants of the customers, focus on the particular market segment that they can be able to satisfy, and maximize value creation to appeal to the customers and develop a value for them (Kottler & Armstrong, 2015). Through such marketing practices, organizations can enlarge their market, revenue, and customer equity. Therefore, organizations will increase their value by developing customer value and relationships.

            Kottler and Armstrong believe that marketers should engage positively with the customers and take accountability for their marketing activities. The advancement of technology will improve the customer-marketer relationship because it will be easier for marketers to reach consumers through social media and other modern technologies and keep track of marketing activities to ensure every cost incurred in the process yield expected returns (Kottler & Armstrong, 2015). Marketers must establish a sustainable relationship with consumers to ensure the satisfaction of the needs of current and future consumers. Also, Wong has a similar view about the improvement of interrelationships between marketers and consumers that will improve marketing value. However, Wong has a divergent view that the engagement between marketers and consumers will be automated to the extent that marketers will have all information about the client’s daily activities and suggest the best cause of action at any given moment (Wong, 2015). Although the relationship between marketers and customers will improve in the future, the extent of instantaneous solutions will depend on the extent to which consumers will be willing to share personal information with the marketers to enable real-time identification of user needs as suggested by Wong.