Question

Topic: Other

What In Your Viewpoint Would Categorise As Marketing Innovations In The 21st Century?

Posted by Anonymous on 7/9/2004 at 8:51 AM ET 250 Points
With so many changes in the world of marketing, i am making an attempt to categorise, as Marketing Innivations in the 21st century. With technology playing a significant role in helping the marketer in not only understanding and servicing the customer but also developing/manufacturing customised products i seek your cooperation in putting together "marketing innovations in the 21st century". I request you to put in cases/concepts that demonstrate this and have the quality of setting a trend.
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  • Posted by tjh on 7/9/2004 at 10:57 AM Member
    Is this a school assignment?

    What marketing innovations have you already researched and considered? Why those? Why are the one's you've already looked at any different that marketing processes of, say, 20 years ago?

    How do you identify an innovation that has "the quality of setting a trend?" What is that quality that looks like a precursor to a trend?

    Help us understand where you're really at on your work.
  • Posted by Peter (henna gaijin) on 7/9/2004 at 1:04 PM Member
    The 21st Century is still rather new, so I amm not sure about too many case studies being available yet (plus we don't like doing al the work for some else's school project), but I think that location technology will be a significant impact on 21st Century marketing.

    An example of this is GPS technology in mobile phones. This allows for advertisements to be targetted to the person based on location.
  • Posted by SteveByrneMarketing on 7/9/2004 at 1:33 PM Member
    21st or 20th?

    For 20th, one innovation I would include is the first use of IBM computers by pioneers in direct response marketing in the 1960’s. The computing power allowed marketers to run many more testing scenario’s in a short period of time. It was the first marriage of computer technology and marketing and it’s still in it’s infancy with today’s technology.

    For 21st to date -- SEM and more power.

    Hope this helps
  • Posted by Deremiah *CPE on 7/9/2004 at 5:32 PM Member
    Deepa,

    One 20th centurty innovative idea that changed the car industry was the move from carbuerators to fuel injectors. Fuel injection increased acceleration and made cars run up to five times more efficient. Because it was a new growth industry it increased employment and brought in huge revenues. I hope this helps. Is there anything else I can do for you?

    Your Servant, Deremiah, *CPE
  • Posted by SRyan ;] on 7/11/2004 at 1:16 PM Accepted
    Peter already mentioned GPS. I think location-aware technologies combined with GIS tools are going to become almost as ubiquitous and indispensable as email and voicemail. GIS (geographic info system) is like digital mapping, and it has been around a long time, but only recently has it become easy and affordable to deploy.

    At first glance, the value of these tools may seem to be only knowing where things are, whether stationary or mobile. Where's my teenager, my troops, my cargo, my maintenance crew? The SERIOUS value is in using location to show RELATIONSHIPS between information from disparate sources. An example:

    Inventory of parts in remote warehouses
    +
    Customer service requests
    +
    Mobile maintenance workers

    I read somewhere that LOCATION is an attribute that can be applied to 70-80% of all types of information. Think about it: Location isn't just an XY coordinate, it can also be a path (from point A to B) or a polygon (a boundary like a zip code or county).

    This stuff has fascinated me for years!

    Shelley
  • Posted by SRyan ;] on 7/11/2004 at 1:21 PM Member
    Oops, I failed to give examples of how location-awareness and GIS tools are MARKETING innovations. Anybody want to give that a shot before I go googling for some articles?
  • Posted by SRyan ;] on 7/12/2004 at 1:25 PM Accepted
    Two examples to start you off...

    A marketing article about location awareness, websites and mobile devices:
    https://www.metamend.com/where-is-your-site.html

    An "integrated sales, marketing and media solutions used for developing and executing geographically targetd resource and investment decisions" vendor:
    www.tactician.com
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