Until recently, the development of marketing has been quite stable and pointed in its development. But the financial crisis has brought about changes in the activities of market actors and modern business conditions began to need new mechanisms work. Given the changing market trends in the economy and there are new marketing trends.
Today, the consumer has changed their behavior and major landmarks. Compared with the moody, wasteful, impulsive consumer pre-crisis period, the majority of today's consumers have a limited budget, clearly direct spending targets and think rationally. This leads companies to rethink their marketing activities and the use of appropriate marketing tools.
The economic crisis became a catalyst for profound changes which have caused employers to reconsider aspects of its work, and consumers to adapt to the other, often limited, conditions of existence.
The trend of individualization of products and services is becoming increasingly crucial. The main source of competitiveness of companies is customer satisfaction. Most companies are guided by the principle of the fullest meet the needs of the customer, not to destroy a competitor. Given this trend, the competition in modern marketing transferred to the sphere of branding - the competition is innovation, and the activities are focused on the creation of high value to the consumer.
With the loss of traditional forms of promotion of its relevance, the increasing popularity of the Internet. For most manufacturers it serves not only as a means of communication but also as a means of selling goods. For example, the company http://www.papershop.com.ua/ provides excellent services in the field of supply of paper and stationery and is stressing the importance for Internet clients who value their time.
This popular tool as television advertising is losing its popularity, but the role of the Internet is growing rapidly, despite the incomplete coverage of the country's network.
As part of this trend more and more manufacturers are using interactive marketing as a means of establishing a direct and inverse relationship with the client.
Is becoming a common tool and sensory marketing or marketing of the senses, which is aimed at a complex effect on the client through all the senses. The main difference from the classical method of the impact of marketing on the consumer, focuses on providing information, marketing forms a complex sensory sensations customer to the brand. Sensory marketing is gaining ground among the only other promotion tools, but some of its active use by focusing on the elements of design, corporate identity, and even smell.
Other companies use in their work emotional marketing as a tool to establish explicit relationships between the producer and the consumer. Companies do not have enough sustainable competitive advantage in the marketplace, along with the total information, consumers need to be interested, motivated, emotionally adjust positively to the brand.
Thus, the use of modern marketing tools companies should improve customer loyalty, consumer brand recognition of the number of competitors, building long-term, trusting relationships producer and consumer.
