Contemporary marketing trends: from one-to-one marketing and the service-dominant logic to M2M communications and netnography

• Author: Daj, A.
• Position: Dept. of Economic Sciences and Business Administration, Transilvania University of Brasov
• Pages: 37-40

Bulletin of the Transilvania University of Braşov • Vol. 5 (54) •No. 1 - 2012

Series V: Economic Sciences

CONTEMPORARY MARKETING TRENDS:

FROM ONE-TO-ONE MARKETING AND

THE SERVICE-DOMINANT LOGIC

TO M2M COMMUNICATIONS AND

NETNOGRAPHY

Alexis DAJ1

Abstract: In recent years, a strong and unexpected growth in take-up and

use of digital devices and applications - phenomenon known under the term

“Web 2.0” - enabled wide-ranging interaction and collaboration between

consumers. Thus, users actually become participants (co-creators not end-

users) that are strengthened through the network (as a collective resource).

The newly acquired knowledge has led to a profound change in the way

marketing professionals conceive marketing, as a whole, and the marketing

mix, in particular. Therefore, the new mindset of contemporary marketers

emphasizes the importance of co-generating value by involving customers in

the design and improvement process of goods and rendered services.

Key words: Service-dominant (S-D) marketing logic and strategy, Online

communities, Netnography, ICT marketing tools, M2M communications.

1 Dept. of Economic Sciences and Business Administration, Transilvania University of Braşov.

1. Introduction

As we have seen in the last two decades,

new technological developments and the

revolution of electronic communications,

in general, and the pervasive evolution of

the Internet, in particular, have led to a

paradigm shift in the global economic

system and allowed the transition to the

“New Economy”.

In recent years, a strong and unexpected

growth in take-up and use of social

computing (Web 2.0) has been registered.

The so-called “Generation C” (the C

deriving from “content” or digital creation

such as images, movies, blogs, and music)

has changed user-generated content from a

hobby into an almost equivalent

competitor of established entities in news,

media, and entertainment. [1]

Therefore, the “connected generation”

represents a new type of users, which plays

an important role in the way services are

shaped and consumed, with brands being

selected by consumers (in sophisticated

markets) based on attitude and in-depth,

sometimes expert, knowledge about the

authenticity of a product. See: [2], [3].

The present paper will illustrate some of

the latest concepts, tools and strategies

employed by marketers to succeed in

integrating the interaction with these

virtual communities into the overall

marketing effort of business in order to

reach audiences in the targeted segments.