Technological advancement has created opportunities for businesses to understand the market Dynamics and make effective decisions about business-related problems. Market automation is a major new theme in marketing, allowing organizations to understand the market dynamics by utilizing technology to streamline marketing efforts. Indeed, Järvinen and Taiminen (2016) supported market automation as an important aspect of business-to-business customer purchasing decisions by motivating buyers to interact with the company. Market automation allows organizations to understand the market dynamics and make effective decisions on how to interact with the customers using online marketing platforms. The reliance on technology and automation platforms improves the company’s campaign as they adapt platforms like social media marketing, managing ads, and mobile messaging to access more customers. It increases the efficiency of understanding the market dynamics.
Market automation can withstand the major wicked problem facing humankind in the current world. It will be easy to develop balanced marketing strategies to deal with slow economic growth by allowing improved market analysis. According to Koru (2019), through automation, entrepreneurs can scale their production and top skilled entrepreneurs can increase their market share. Market automation can contribute to global economic development, which can help organizations acquire more customer base. The framework helps deal with slow economic growth and ensures reduced income inequality as individuals rely on the digital platform to access goods and services. Market automation can also help deal with the COVID-19 pandemic by moving services on the digital platform, which may allow flexibility in an organization. For example, employees can work from home, increasing work-life balance, which can help manage racial and ethnic injustices. Developing a balanced marketing environment may allow customers and employees to interact on the digital platform without any barriers related to race. Thus, market automation is an opportunity for companies to improve business performance by embracing digital platforms. It is easy to market goods and services to the customers and create a competitive advantage by maintaining quality service and product delivery.
Järvinen, J., & Taiminen, H. (2016). Harnessing marketing automation for B2B content marketing. Industrial Marketing Management, 54, 164-175.
Koru, O. F. (2019). Automation and Top Income Inequality.
For this discussion, I have chosen Racism and Ethnic Injustice as a major wicked problem faced by humankind and Content Marketing as the theme in marketing (“Asian Business School”, 2020). Racism did not suddenly materialize out of thin air. CIDM (Chronic Intermittent Multifocal Madness) is a disease that has ravaged communities, created unneeded divisions, disregarded great people and inventive ideas, and worst of all, caused families to be shattered and lives to be ended. Racism and discrimination must be allowed to go unchallenged. Everyone must come together and fight for equality, inclusion, and equity. Material marketing is a type of marketing that is centered on developing, publishing, and distributing relevant content to a targeted audience on the internet (Gold et al., 2018).
When it comes to topics such as content, marketing practitioners need to challenge their perspectives and bring their game to the next level. In addition, do not limit your response to incidents that occurred recently. Prioritize taking action in response to the most recent incident of racism, using this as the motivation to bring the larger issue of racism in the workplace to the forefront (Estay, 2020). When you want to find the holes in your content marketing, it is vital that you thoroughly analyze what your content marketing team is doing and not doing. You will be challenged by the questions. You should prepare yourself for replies that will startle and maybe anger you. By honing specific and prescriptive training, the team may work to transform their mentality so that they will become more aware of their own unconscious biases and how to eliminate them from their material (Turnbull & Hoppe, 2019).
Gain a greater understanding of how successfully you implement your diversity and inclusion promise by adding new categories to your content audit. When was the last time you audited your practices? Go ahead and complete one today, especially if you haven’t updated your audit recently (or haven’t incorporated diversity and inclusion in your audit). A great number of well-meaning corporations are decrying recent occurrences around racism and bigotry and announcing their support of and dedication to diversity and inclusion. Material marketers who are truly devoted will talk with underrepresented audience members, then apply what they learn to their own content, and they will strive to produce content that is meaningfully inclusive (Tutton, 2017).
Asian Business School. (2020). PROF. PHILIP KOTLER’s insightful Live Session for ABS PGDM Students! Retrieved from: https://www.youtube.com/watch?v=lDrja9d0SU4
Estay, B. (2020). How to Identify and Analyze Your Target Market in 2020. Retrieved from: https://www.bigcommerce.com/blog/target-market-analysis/#undefined
Gold, S., Muthuri, J. N., & Reiner, G. (2018). Collective action for tackling “wicked” social problems: A system dynamics model for corporate community involvement. Journal of Cleaner Production, 179, 662-673.
Turnbull, N., & Hoppe, R. (2019). Problematizing ‘wickedness’: a critique of the wicked problems concept, from philosophy to practice. Policy and Society, 38(2), 315-337.
Tutton, R. (2017). Wicked futures: Meaning, matter and the sociology of the future. The Sociological Review, 65(3), 478-492.
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