We live in a world that exists on the high of cutting-edge advancements. If you want to stay in the game you have to be updated and upskilled with the current trends in the market. Companies need to invest in modern-day technologies and practices that pave the way for growth of the company. Strategizing your promotional and branding techniques can leverage your sales and help you attain your desired results. In the era of digitization, marketing has become even more consumer-oriented than before. About different definitions of marketing, the perception of new-age marketing is often subjective.

New age marketing is essentially the practices that integrate all the activities responsible for spreading awareness about the product in a holistic view utilising modern-day technologies and broadcasting mediums. The current generation is all about brands that strike the balance between satisfying the consumer and contributing to their needs as well as the society as a whole. After the pandemic, the world experienced a shift in consciousness and the consumer psyche changed from saving money to investing in better-quality products.

The world during covid lived in isolation but was virtually connected to a global community. Digital marketing is the fastest-growing industry in the marketing sector which caters to the online presence of millions of brands. Modern-day marketing practices are no longer confined to minimalistic activities. With new developments arising in short spans in the marketing sphere, creativity can be portrayed in varied forms through different mediums of new-age marketing.

Let’s discuss some of the new-age marketing practices

1. AI marketing - With the modern-day technological revolutions, artificial intelligence is dominating the marketing space with its empowered software. The most recent development of AI is Chat GP which refers to Deep AI which can use software and utilise artificial intelligence to think, solve and comprehend practical solutions for complex problems. AI technology is increasingly used to power software for making content. Natural language processing (NLP) is used by this software to read online customer trends and behaviours, creating new possibilities for product customisation and personalization. Highly effective marketing campaigns are produced by AI content writers who use NLP to provide customised content (such as suggestions or personalised email campaigns). Next-generation content authoring AI software is created using various NLP neural networks in the NLP technology progression.
   
   
2. Omnichannel Marketing - The customer is regarded as the supremacist authority in the marketing ballgame. Hence all marketing activities are always centred towards deriving maximum consumer satisfaction. Omnichannel marketing is a new practice that involves the personalisation of your message over different mediums. Marketing personnel tailormade the message over every medium to make the customer feel special. A customer's interaction with a brand across several platforms and devices is taken into account when using an omnichannel approach, which maps out customer personas. As firms use technology to combine marketing channels and bridge the gap between various touchpoints, omnichannel marketing is growing in popularity. You've probably interacted with several brands via omnichannel and benefited from the convenience it provides. Examples of common examples include receiving push notifications when you abandon an online cart and being able to order a thing online and pick it up in-store.
   
   
3. Content marketing – Content marketing involves strategically planning the content before posting it on various mediums. Content optimisation is the main arena of focus under content marketing. Companies are highly investing in content marketing, to ensure higher sales turnover of their product by devising the right type of content for the right media at the right time.
   
   
4. Video marketing – As simple as the name sounds, campaigns focused primarily on marketing videos are called video marketing. Videos create lasting visual and cognitive impressions on the minds of the viewers. Social media marketing utilizes the creation of short videos in form of reels to drive higher engagement rates. Companies also invest in making corporate videos that give a short glimpse of their entire working procedures and the services they offer.
   
   
5. Webinars - The pandemic has given rise to online meeting platforms like Zoom and Microsoft teams. Informative sessions on various subjects can now be witnessed through the click of a button. Online webinars are now increasing in popularity because of the comfort it offers.
   
   
6. Social Media Marketing - Companies are going big on strengthening their presence in the online world through social media marketing, Social Media marketing includes marketing on Instagram, LinkedIn, YouTube, WhatsApp, etc. With the growing trends of social media, social media managers are being appointed by companies who daily engage in the bustles of the online spectrum.
   
   
7. B2B - Companies whose activities are focused on business-to-business models are using digital marketing to drive sales. They are generating traffic through websites, affiliate marketing, and pay-per-click schemes that attract the audience.

Ethical practices that need to be adopted by the marketers

Advancements in the marketing space have led to steering growth in the projection of creativity in one's way of building a brand in the online market. Offline advertisements are now being revolutionised with the new methods available for marketing the brand. Leveraging marketing and public relations campaigns have emulsified the growth and diversified the audience that interacts with the brand. But some certain guidelines and values need to be catered to for ensuring ethical advertising and avoiding hurting any sentiments of any section of the audience.

Some ethical guidelines of marketing include

• Transparent advertising: 

A similar concept to honesty, transparency and business ethics is the concept of revealing the meaning behind business processes and practices. It also refers to the process of having an open and honest discussion about ethics. Being upfront and outspoken about a company's history, current practices, and future goals can help keep a company accountable to its customers and stakeholders. interest. While there is sometimes personal or confidential information to hide, there can be a lot that a company will share with the public. For example, a company may publish content about the product development process. Companies need to be transparent about the following aspects of their products and services:

1. Suppliers: Understanding who and what companies pay and support can help buyers gain a better understanding of the partners and network of the organization. Pricing: To gain customers and build trust, it is often necessary for a company to be transparent about pricing, pricing plans, and other costs that may be in the business.
2. Attitudes: Showing the level of quality to the public can help consumers to have accurate expectations about the value of their purchases. Strategy: Part of understanding is facts and details about the characteristics and features of a company's product or service.
3. Customer Satisfaction: Businesses can use positive reviews or other testimonials from real customers to build trust and transparency when it comes to customer satisfaction. 
4. Health and Safety: The physical safety of customers is a top priority for fair trade and marketing teams. Marketers can support this policy by educating, protecting privacy, and respecting civil and consumer rights. It is also useful when focusing on the physical safety and health of employees. They can do this by providing benefits to health and wellness programs. Part of ethical marketing follows government and environmental regulations and all industry standards. This shows that consumers and companies value the development of good quality and service. It protects the costs and interests of the business, allowing it to remain in business.

• Good behaviour

Businesses can decide to engage in good practices to protect the community and the environment. Notable practices include fair trade and wages and environmentally sustainable practices. Another example is promoting the image of people who interact with the customer

• Empathetic marketing practices

The marketing personnel should be humble and empathetic to the needs of the customers. Being understanding towards the consumer and trying to comprehend their wants is the best way to retain customer loyalty. Aggressive selling and persuasion strategies ward off the consumers and they perceive the personnel as selfish and fraudulent. Maintaining a calming yet persuasive approach towards pitching towards customers allows the marketeer to be precise and non-condescending.

Conclusion

Modern-day marketing practices are constituted to mutually benefit both the consumer and the company, where holistic selling is being embraced and adopted in all marketing endeavours. It is observed that are fraudulent practices in the market that lead to puffery advertisements and campaigns deceiving laymen about the product. It is essential to commemorate a plan that holds transparent and diligent information about the product while marketing practices. In my opinion marketing of the new age is a way of conviction that beholds the power to persuade the customer to invest in products and services that holistically contribute to both ends if done in the right pursuits and interests. 

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