Marketing in the 21st century

Abstract

Marketing in the 21st century involves the need for clear strategies in order to reach and engage target markets in an ever evolving landscape. In this paper, personalized marketing, technological shifts, new consumer trends, globalization, and pricing strategies are analyzed in order to shed more light on some of the challenges companies face in establishing and sustaining strong brands. The growing trends of personalized marketing, internet and mobile technology usage, and the viewing of target markets as existing in cross-border circumstances all comprise the reality of marketing in the postmodern world. The landscape for marketers is ever more complex because while technology is of great assistance to them, technological advances have also created threats to traditional brands. Consequently, building strong and sustaining brands is a challenge today particularly for companies that face heavy competition from private labels.