E-Novation Curriculum (Communication and Education): Who Should Care?

IGI Global
Publication Type:
E-Novation for Competitive Advantage in Collaborative Globalization: Technologies for Emerging E-Business Strategies, 2011, 1, 1 pp. 143 - 161 (18)
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Marketing techniques need to reflect the era that they operate in, match customer needs, environmental dynamics such as social media, and evolve through educative processes to enhance ethical and expert practice. The future will reflect a scenario where customers become sparser than capital (Rogers, 2007), and if dissatisfaction levels in surveys can register highs of 70%, marketing approaches need to change (Jaffe 2007). Marketers are still fixated on labelling and attributing general characteristics to different generations and groups of people so that marketing can be targeted “appropriately.” For example the exposure of Generation Y to technology is unequivocal but the descriptions of people in this generation elevate this to levels where somehow these consumers have become genetically modified human beings, without the same frailties, emotional responses, and foibles because of their exposure to technology. Images from YouTube could be collected everyday to provide us with ready examples of Generation Y consumer frailties. Generic labelling of consumers does not demonstrate sophisticated marketing and does not reflect the level of analysis that can be done to target appropriate or one to one marketing. On an ethical level, marketers need to focus on permission based marketing and apply co-creation models which have the potential to address the bottom line and shareholder returns without compromising the interests and wellbeing of consumers. Emotion remains the key brand response from consumers, but the new online research environment offers opportunities for marketers to apply analytical diversity and the use of creative and lateral thinking (Cooke & Buckley, 2007), rather than just intrusive marketing practices enhanced by technological capabilities. Improved practice, together with ethics, should be represented in marketing and business training and in the profession. All of this is influenced by technology and its flawed or decent application reflects human intervention as always. How much protection or care then should marketers exercise towards consumers in their environments especially since consumers are deemed to be more sophisticated? Educative systems should also ensure that sustainability practices are a promise of future marketing.
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