1.7 : 不断变化的营销格局

The current marketing landscape is marked by transformative elements such as digital technology, Artificial Intelligence, economic shifts, and a growing emphasis on sustainability.

Digital technology has revolutionized customer engagement. For example, Nike creates a personalized experience for its consumers by letting them design their shoes.

Meanwhile, artificial intelligence has transformed marketing by automating processes, predicting consumer behavior, and enabling personalization at scale.

Platforms like Netflix use customer viewing history to suggest movies, while chatbots on websites improve customer service through automated responses.

Next, economic shifts, like global recessions, impact consumer spending.

During downturns, when customer curb their spending, businesses adjust pricing and marketing strategies to align with essential and value-based products.

Additionally, the increasing focus on sustainability is reshaping marketing practices.

Petroleum giants like BP promote sustainability by implementing eco-friendly processes and reducing carbon emissions.

Staying competitive in today's dynamic landscape requires adaptability, understanding consumer trends, embracing technology, and having responsible business practices.