This document discusses marketing in the 21st century. It identifies four key trends shaping modern marketing: globalization, digitization, innovation, and collaboration. Globalization has expanded both supply and demand on a global scale. Digitization, driven by the internet, allows for more interactive, personalized, and data-driven marketing. Innovation is necessary in products, services, business models, and marketing methods. Collaboration occurs between organizations, customers, and across industries. As a result, 21st century marketing is more ubiquitous, viral, interactive, integrated, and relies heavily on online channels. The document provides examples of successful modern brands and encourages readers to learn more about technology-driven marketing approaches.

1. Marketing Management in the 21 st century
Sudha Kumar
CEO
Prayag Consulting
www.prayag.com

2. Structure
Why is marketing in the 21st century different?
A framework
How is marketing in the 21st century different?
The possibilities
21st century brands
Characteristics & success factors

3. 21st Century Marketing
Globali
zation
21
Collab Digitiza
oration century tion
marketing
Innovat
ion

4. Globalization
• Of Supply – manufacturing, services
• Of Demand – India, China the markets of 21st century
• Of Business ownership
• Critical success factors
– Non linear thinking
– Appreciation of cross cultural issues

5. Digitization
• Internet alters the playing field
– Fosters interactive marketing – blogs, web 2.0, e-mails
– Allows super segmentation – target businesses & individuals
– Facilitates globalization – customer is a click away
– Creates new marketing tools – web 2.0, viral marketing
– Impels customer centric marketing - customer involvement,
customer feedback

6. Innovation
• Products and services
• Business models
• Marketing methods

7. Collaboration
• Service providers
– Convergence
• Consumers & customers
• Buyer and customer

8. How different?
• Ubiquitous Marketing – more universal applicability
• Viral Marketing - catalyzed by technology; made
possible by altering mindsets
• Interactive Marketing - Internet, Mobile technologies,
Television
• Integrated Marketing - cross channel, cross product
• Online Marketing

9. 21st century brands – my favorites

10. Thank You
For the latest thinking on
Technology (in) Marketing
check out www.prayag.com