This document discusses the evolution of marketing from the late 19th century to modern times. It began as simply promoting products based on supply and demand, but shifted to focus more on advertising in the 1900s. In the late 1950s, marketing evolved further to focus on understanding customer needs and wants. This introduced the marketing concept of placing customer interests first. More communication channels were then developed over subsequent decades to spread brand awareness, like pamphlets, radio, and television. This expansion of media led to increased company revenues on average of 20%. The document concludes by outlining some emerging marketing trends for 2017, such as immersive video, chatbots, augmented reality apps, and live streaming platforms.

1. Research Paper Trimester 2
Vishal Jamwal
Mrs.Vinita Srivastava
PGSF(Services Management)
28 November 2016
Marketing Imminent
Initially the topics related to marketing used to fall within economics ,operations
as it heavily depends upon the supply and demand factor only ,but with gradual time de-
velopment they shifted their course towards advertisement (well developed in 1900’s)
The concept of marketing started developing in late 1900’s when the industry
used to sell their product with a title upon their head with the motive of “sell as much you
can”, they used to show beautifully their product name with their advantages over the
side or by just using their company name over the Brand.

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But this methodology advanced in the late 1950’s as they worked more towards
what customer wants and what is customer needs in order to manufacture the new
projects they used to identify certain strategies and tactics to develop the seller and
buyer relationship.There came the Marketing Concept into play .This concept taught
them to place customer needs & wants first rather than just flourishing market with little
or no value towards end consumers.In order to perform the company should know “who
their customers are and what they want”.

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Marketing which started from word of good mouth , pamphlets and moved from
radio signals to our drawing room TV sets was just the beginning of new era, slowly the
medium were increasing to spread their name among masses in order to provide their
name and product as far as possible in shortest time.These mediums were used to Cre-
ating values ,communicating from company to the end consumers and delivering to a
target market .
More the mediums used to pop up within a decade the more company invested in
it which resulting in increase in revenues on an average around 20% ,which was signifi-
cant for an organisation in those times.

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Marketing trends to watch for in 2017:
1. Immersive video:
Early adopters include auto and real estate, where 360° has been around for a while. It’s
time for other industries to get in on the action. GoPro released viral spherical videos
that give viewers a unique experience of surfing an enormous tube. Shoppable videos
are similarly immersing users. Recently, lifestyle brand Ted Baker released a spy-
themed entirely shoppable film, Mission Impeccable, that dominated its home page. The
Guy Ritchie shoppable collaboration allowed viewers to add items to their online carts
with a simple click, switching up the usual online shopping experience.

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2. Chatbots:
Chatbots have already become a memorable way for brands to interact with customers
on OTT messaging platforms, but there’s still a lot of room for growth, especially as AI
allows these bots to engage with users like two people having a conversation, instead of
a digital version of an old-school phone tree. A similar trend is taking place in mobile-fo-
cused marketing platforms as marketers are increasingly given tools that take advantage
of advanced automation and predictive analytics to more effectively reach customers.
Look out for tools like send-time optimization joined by other smart automation features
in the coming year.

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3. Augmented Reality Apps:
Augmented reality (AR) has been the talk of the town this year. Over the summer, we
witnessed an AR cultural phenomenon with Pokémon Go. The nostalgic game was a hit
worldwide, garnering over 720,000 downloads on peak days and 650 million installs
within 80 days of launch. In turn, it has excited a lot of marketers, apps, and consumers
about the future of AR. BIC has dabbled with AR, inspiring kids’ creativity by bringing
drawings to life on its app, DrawyBook. We expect to see brands continuing to experi-
ment with AR in different ways, from retail outlets enriching customer shopping to travel
agencies facilitating bookings. Get ready for more direct use of AR within apps, both
immersive experiences and tangentially related ones.

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4. Live Platforms:
Live platforms like Periscope, Meerkat, and Facebook Live have emerged over the past
couple of years, quickly becoming a popular way to engage with customers. Live
streaming hasn’t fully taken off yet, but expect it to boom in 2017. New live streaming
platforms, better content, faster connection speeds, and bigger data plans, will lower the
barriers for adoption. Additionally, advancements in live stream technologies will encour-
age more brands to test out new ad products in the space.