People’s society is constantly evolving, causing appearance of new needs, and businesses react to this trying to invent new ways and approaches to satisfy their needs and at the same time to influence people in attempt to market their goods and services. Marketing evolves with people, more and more new unconventional forms of marketing occur which are based on innovative principles and approaches. In this article we will review the most spread new forms of marketing.
The most prominent kind of this type of marketing is a concept of neuromarketing. General methods and technology were developed at Harvard University. The patented method was called ZMET (Zaltman Metaphor Elicitation Technique). Marketers use sets of pictures to study the human subconscious by selecting images that cause the positive respond during magnetic resonance scanning. Images cause positive emotions of consumers and trigger hidden images-metaphors that stimulate purchase. On their basis marketers create graphic collages, which subsequently form the basis of advertisement. ZMET marketing technology is popular among clients, it is used by many large corporations, including Sosa-Cola, Procter & Gamble, General Motors, Eastman Kodak, General Mills, and Nestle.
Sensory marketing – does not study the feelings of people and their emotional state, it affects it. With the knowledge that neuromarketing provides, it influence the consumer through aromomarketing, visual merchandising, audio design.
The most spread form of sensory marketing is aromamarketing. It uses air aromatization to stimulate sales. Market research shows – pleasant scents makes consumers spend 15-20% more time in stores than usual, which positively affects the level of sales. Aromamarketing encourages impulsive purchases, allows standing out among competitors, emphasizes the style, image and status of the company.
Mobile marketing uses the same approaches as internet-marketing with the only difference – mobile phone with internet becomes a mean of advertisement. This form of marketing is relatively new, the first company in this field was found in 2001.
Advantages of mobile advertising are as follows:
– the response rate to the advertising in the mobile Internet is 5-10 times higher than in the wired one;
– the indicator of memorability of advertising information is high – it reaches 60%;
– the costs for placement such an advertisement is lower.
SMS and MMS advertisement provides a personalized delivery of information and has a minimum percentage of evasion – the subscriber reads the advertisement in most of the cases.
Viber/ Whatsapp/ Telegram/Skype.. marketing – advertisement through these messengers uses the same principles as sms/mms advertisement.
Viral marketing uses the habit of sharing information with others. How it works: users voluntarily broadcast a message containing the necessary information; they do it just because they find this information interesting. Promotion with the help of virus content can take a variety of forms – video, photos, flash games, even plain text (for example jokes). Viral marketing is a strategy in which a product, service or their advertising is so affecting a person that it “becomes infected” with the idea of distributing certain content and becomes an active repeater itself. Viral marketing involves a situation where a person does not look for a product specifically, but gets involved in some game or competition and through this gets affected by the brand.
Guerilla marketing. It is often confused with viral marketing since it uses the same principles. It includes cheap and, the most important, unusual methods of attracting customers. Basically it implies utilizing original business cards, creative booklets, stickers, postcards and, “tricks and gimmicks that allow companies to reach customers before their competitors do.”
Hidden marketing (also known as undercover marketing, buzz marketing, stealth marketing) – a type of advertisement when consumers don’t understand it is an advertisement. An example of such marketing is when an actor or other famous person tells that he has/she uses some watch brand for many years. Usually this happens in the places where the target audience is crowded, in the places where these watches are sold. The goal of any hidden marketing campaign is to create an occasion for discussion, to attract attention. Such “word of mouth” helps to address consumers. Its advantage is that unlike traditional media, people trust other people’s opinion more.