Marketers Are Not Doing Enough Toward Sustainable Consumptions

Question: Discuss about the Marketers Are Not Doing Enough In Directing Their Target Markets Toward Sustainable Consumptions. Answer: Introduction It has been identified that the markets of each sector has become dynamic and competitive. The organizations are in the rush of developing theirmarketing strategies and increase the growth of the business. However, it has also been identified that marketers hold an enormous responsibility in respect with the influence of buying patterns of the market. The essay reviews the role of marketers in encouraging sustainable production as well as the consumption by mapping the sustainability programs considering the marketing skills. Undoubtedly, the marketers play a crucial role in leading the business in a competitive market. For example, in order to become sustainable, an organization should have the ability to address each aspect of the organization-manufacture of products, delivery of services and operation within and outside the organization. Discussion When the attention is given to marketing as a whole, it is observed that every marketers deal with different types of challenges; even though, they typically share similar goals, some organizations stuck in hiring the top most talents, while others are having the issues in having the appropriate technology for their needs. Nonetheless, whatever, the case could be there remains an area that the marketers need to enhance. In other way, it can be added that there is always an opportunity to optimize significant aspects of the strategy and turn the business into a revenue generator. According to Shankar et al. (2011), generating traffic, leads as well as proving the Return On Investment are the significant challenges that marketer deal with the recent time. Hence, Wymer (2011) also identified this fact as the challenge because certainly, the marketers are making large efforts in producing sufficient demand for their content. As the years are passing, the competition becomes more tougher. Moreover, as the marketers have several options to publish their content and the ways to promote it, it has become difficult for the marketers where to emphasize. When it comes to generating the content that provide sufficient traffic and leads, the marketer need to focus on high quality content, the type of content, the audience wish to pay and the needs and demands of the audiences. For example, the market research conducted by HubSpot found that almost 43% of the customers wish to watch the videos from the marketers while 29% of the wish to see blog spot (Steenburgh, Avery and Dahod 2011). When the marketers know that they are creating the type of content that their audience prefers, the focus automatically shifts to promote it in a way that the target audiences observe. When it comes to return on investment, selecting the wrong target or one of less value could certainly minimize the growth and the return on investment potential (Wymer 2011). It is significant for the marketers to figure out the effectiveness of each particular marketing campaign and the piece of content. Adequate focus should be given to develop the links between marketing activities as well as sales result. This means the marketers need to make use of marketing software and CRM solutions and apply them together to bridge the gap between the marketing and sales efforts. Likewise, allocating sufficient budget is another significant challenge faced by the marketers in the recent time. Getting more budgets is easier to say but to do- particularly the smaller organizations that are not working with the sizeable market expenditure. In this context, Halligan and Shah (2014) commented that unlocking the budget relies on being capable of proving the return on investment of the marketing ef forts. The organizations that calculate return on investment are more likely to receive larger budgets. Hence, again the success with the inbound marketing could play a significant role in driving the high budget. The customer engagement is another significant marketing issue faced by the organizations as a whole and the marketers (Opreana and Vinerean 2015). In a business environment, where the brands have more capability to understand their consumers than ever before, and where the buyers have the power to become more selective than ever, it could become incredibly significant for the marketing department to create significant customer engagements (Barbu 2013). In order to implement such strategy, the marketers not only define an intensive or more nuanced picture of customers but they need to put themselves in a position to leverage that picture to provide more useful as well as personalized engagement. Conclusion In conclusion, it can be mentioned that as the market is changing with a rapid pace, the marketers should not rely on the long-term goals and ease out. Sometimes, the short-term goals and objectives are the weapon against the marketing threats. The achievements of short-term goals to strengthen the market position of the organization. However, it is certain that marketing challenges appear to be different as it depends on the sector and the market needs. References Barbu, A., 2013. Eight contemporary trends in the market research industry. Management Marketing, 8(3), p.429. Halligan, B. and Shah, D., 2014.Inbound Marketing, Revised and Updated: Attract, Engage, and Delight Customers Online. John Wiley Sons. Opreana, A. and Vinerean, S., 2015. A new development in online marketing: Introducing digital inbound marketing.Expert Journal of Marketing,3(1), pp.29-34. Shankar, V., Inman, J.J., Mantrala, M., Kelley, E. and Rizley, R., 2011. Innovations in shopper marketing: current insights and future research issues.Journal of Retailing,87, pp.S29-S42. Steenburgh, T.J., Avery, J. and Dahod, N., 2011.Hubspot: Inbound marketing and web 2.0. Harvard Business School Publishing. Wymer, W., 2011. Developing more effective social marketing strategies.Journal of Social Marketing,1(1), pp.17-31.