Modern Trend in Marketing

Abstract

Marketing trends have evolved over the last few years owing to many factors, such as advancement in technology, consumer behavior, and competition level in the international business environment. Present-day marketing trends are characterized by digital marketing practices, information management process, social networking, and personalization of customer experiences. Firms adopt practices like social media marketing, email marketing, content marketing, and collaborations with influencers to interact with customers and maintain their engagement in the products/services offered by the organization. According to Kotler & Keller (2020), inclusion of technology in the marketing process helps firms identify consumer preferences and develop brand loyalty. Apart from that, concepts such as green marketing, ethical marketing, and mobile marketing are significant marketing trends in the contemporary world.