Time to Understand New Marketing Realities

Chess pieces in a chess game. business concept

Is marketing just selling and buying products and services? To most the answer is yes, but the activity of buying and selling is just a tip of the iceberg. Indeed, it may be the most interesting chapter of the book but not the complete book. The concept would require deeper understanding in Pakistan, where the most of the well-known companies even don’t have marketing departments and unfoundedly portfolio of “Director, Sales & Marketing” is still the proud coat of arms.
Companies are still grasping the reality that marketing is an organisational function, not individual efforts. It is a set of processes for creating, communicating, and delivering value to customers, not just making money. Above all, it is yet to comprehend that managing customer relationships is to benefit the organisation and its stakeholders, not to consider HRM as a waste of money.
The world is practising the holistic marketing concept, which is based on the development, design, and implementation of marketing programs, processes, and activities that recognize their breadth and interdependencies. The concept such is in the mind of local marketers that holistic marketing is the concept that recognising everything nowadays has greater impact in the activity of marketing and that a broad, integrated perspective is often necessary. Marketing is far less effective if relationship marketing, integrated marketing, internal marketing, and performance marketing is failed to create synergy. Holistic marketing depends on these four components and their coaction is the source of success.
Moreover, the set of tasks necessary for successful marketing management includes developing marketing strategies and plans, capturing marketing insights, connecting with customers, building strong brands, creating, delivering, and communicating value, and creating long-term growth.
Marketing and its management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
Force fitting marketing is no more viable option. Marketing prey is used to be an art but now it is unethical and in many countries, it is termed as an offence. Today’s our marketplace like anywhere else is fundamentally different as a result of major societal forces that have resulted in many new consumer and company capabilities in our country. In particular, technology, globalisation, and social responsibility have created new opportunities and challenges for the local and global companies and significantly changed marketing management. It is a high time for companies in Pakistan to seek the right balance of tried-and-true methods with breakthrough new approaches to achieve marketing excellence.
The new realties in marketing massive amounts of information and data about almost everything are now available to consumers and marketers. The old credo “information is power” is giving way to the new idea that “sharing information is power.” Even traditional marketing activities are profoundly affected by technology.
Marketing is spreading as world is condensing. The world has become a smaller place. Globalization has made countries increasingly multicultural and changes innovation and product development as companies take ideas and lessons from one country and apply them to another.
Finally, in Pakistan’s marketing companies must relies that globally the private sector is taking some responsibility for improving living conditions, and firms all over the world have elevated the role of corporate social responsibility. Because marketing’s effects extend to society as a whole, marketers in Pakistan must consider the ethical, environmental, legal, and social context of their activities. Social responsibility is a way to differentiate from competitors, build consumer preference, and achieve notable sales and profit gains.


  • Sahifa

    Visibility is one aspect of marketing that won’t change. Marketing before and after a digital transformation revolves around how customers see the business.
    Focus is crucial—and that can be a challenge. The bigger the business, the more diverse the customer base. While data is making it easier to target consumers, it’s a massive undertaking to discern valuable information from the volume of data available. the main concern now is to stay focused, create conversations, and increase conversions.

  • Zain-ul-Abideen

    Customers these days are so much well aware of marketing strategies so companies require not only to share information through marketing but experiences so that customers could relate that experience to their own selves ..

  • Sana

    Even today with the fact of globalization and immense exposure brand departments are struggling considering that management of companies believe that all the marketing activities should be directly linked to sales revenue and want to undertake only the ones that promise return there and then which is difficult to comprehend. They are not marketing to retain customers or to be build the brand they just want increase in revenue. It is a very profit and result oriented cooperate sector when we talk about small brands.

  • Fatimah

    Marketing itself is a very wide and it includes many tools in it,not dependent on any single tool.The positioning and branding of the product plays important part in everyone is shifting and depending on technology based things to bring efficiency and effectiveness in there products and services.Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

  • Aroussa Manzoor

    Along with selection of target market ,the use of right medium for marketing is also very important in managing marketing , if we choose the right medium than only right message can be conveyed to the right people at the right time and place .

  • Salman Asif

    The real mission for commercial is integrating the technology so that it enhances the customer experience — makes it easier, more fun, and more convenient. We don’t want to live in a world where tangible, physical elements are replaced with digital replicas. The idea of Google Glass failed because we don’t want to walk around constantly seeing everything augmented.

  • Awais Akbar Awan

    Globalization is the biggest challenge for the organizations in this modern era of Marketing. The immense increase in the innovation and introduction to new technologies has led to an environment of Hyper-Competition. This competition not only brings more value and interests for their customers, but also makes firms rethink their concerns of social, ethical and environmental issues and marketing management process.

  • Sajjad Hussain

    Most people mix marketing with selling. Indeed, in small organization the same people typically perform both sales and marketing tasks. But actually marketing is much more than just buying & selling as it includes after sale services, customer satisfaction, customer retention, communicating the value of your product etc. Companies should be product oriented rather than production oriented and adapt out-side in approach.

  • Ahmed Zaffar

    What we basically lag here in Pakistan is like almost all that has mentioned above. No proper sense of creating value for the customers, and as Sana mentioned above that here marketing is done just to increase the revenue, not the value. Nowadays world is moving with the speed of light. What is to be done in order to lead is to make a strategy to create value for your brand. People think globally now as said by Awais Akbar. They value Apple because of its uniqueness and brand strategy. But what I see here is “papa jani se jab hon gi dooriyan, ye hoga teri sang meri jaan”, a bullshit commercial to sell the mattress and unfortunately there are still people in this country who are impressed by this commercial. Because here Marketing depends upon people’s mind instead of changing people’s mind. But even now people here are embracing the change, they are opting for innovation and value of the brand. We need to end up this “Seth” culture where the owner of Orient’s son is the “Sales and Marketing Director” of Orient possessing a degree of Computer Sciences.
    Today when I see the Indian commercials, they have improved a lot in innovation and making their people change for the good.

  • Khalil Ullah Dogar

    The age of globalization we live in today has made it easier to put your word across. Do something worth it and it will go “viral” be it good or bad. Do something valuable and you would be known in no time. It however adds to the responsibility of any brand in terms of how it wants to be known and how it uses the ever changing technologies to speak of it.

  • Mohammad Ali

    Capturing Market Insights indeed is significant to add value. Marketers need to identify the changing customer demands and accordingly come up with marketing strategies which directly reflect those demands. Value addition might still be a long way from being achieved at that point but this might set the tone for marketers to do that. Adding Value will need them to go an extra mile in regards to product innovation, services and technological advances. These factors are barely taken in to account in Pakistan. A great example given by Ahmed Zaffar.

  • Faizan Mahmood

    As a result of the marketplace transformations and the new marketing reality, the rules of the branding game have changed. There are a number of areas where marketers are re-thinking and sometimes fundamentally altering their branding policies and practices.

  • Zain Zulfiqar

    In today’s world, globalization, technology and Corporate Social Responsibility have revolutionized the concepts of Marketing. Now, the marketplace has been dramatically changed due to these three driving forces. Consumers can now use various mediums to get to know about the product and brands available in the market. Companies can even use social media for receiving a quick feedback from the consumer market.

  • Fizza Naqvi

    Brands succeed when they break through in culture. And branding is a set of techniques designed to generate cultural relevance. Digital technologies have not only created potent new social networks but also dramatically altered how culture works. Digital crowds now serve as very effective and prolific innovators of culture—a phenomenon I call crowd culture. Crowd culture changes the rules of branding—which techniques work and which do not. If we understand crowd culture, then, we can figure out why branded-content strategies have fallen flat—and what alternative branding methods are empowered by social media.

  • Raeesa

    I would say that nowadays, it has become quite compulsory for Brands to market themselves using a clutter breaking approach due to the rising competition so that they are able to create a top-of-mind recall amongst their target audience. However, this can’t be achieved without a fully equipped Marketing department.

  • Rehan Mir

    Today where every organization is competing in the terms of the number game or preciously saying revenue, We cannot separate marketing from sales if we are calling marketing an organisational function and not an individual effort.

  • Usman Khalid

    Unfortunately, In Pakistan the organization still consider marketing as buying and selling. In most of the organizations the tasks of sales and marketing is still done by the same team. In this contemporary era people in Pakistan must understand the importance of marketing as early as they can

  • Iqra Rasheed

    In our country “Marketing and selling” both are widely considered to be one subject of the umbrella. Where marketing is considered to be proactively seeking the tentative prospects, Interacting to qualify the prospects, effective acknowledgment of the prospect’s concerns and so forth; selling is seen as identifying the appropriate prospects,effectively communicating image, creating awareness and of course the perfect customer service. From the intricate views, these are contrary to each other and the basic source of this confusion is our limited awareness of these too. Neither we have good mediums to mitigate the confusion nor people are willing to know how these two demarcate which bears all the problem in the longer run.

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