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Discussion | Graded – 2 Peer replies only. one post per peer with a valid source per peer reply. Follow-up post must have substantive thoughts and provides scholarly, sourced support. Post provides creative solutions and continued topic dialogue. Uses one or more references
Associated Objectives
Discuss how twenty-first century marketing is changing the competitive arena
Identify what trends are occurring that are creating change in markets
Case Study: Twitter Builds on Its Character
Review the case study at the end of Chapter 18, titled “Twitter Builds on Its Character.” In your response, answer the following questions:
Why do you believe Twitter is changing its business model?
What fundamentals of strategy can Twitter adopt to become more sustainable in the twenty-first century?
What marketing trends do you think will be most important for any business to take note of to stay competitive?
Parameters
Use APA style
Be sure to support your post with at least one quality academic reference and examples. Follow Written Assignment Requirements Announcement for the types of sources to use.
Days of engagement: 3
Initial post due: Wednesday
Peer responses: two peer responses due Sunday Follow-up post must have substantive thoughts and provides scholarly, sourced support. Post provides creative solutions and continued topic dialogue. Uses one or more references
PEER 1
Twitter changed its business model because it wanted to make money. One of the complaints from users was that it was unreliable. The new changes allow Twitter to make money, which then allows for the company to make necessary changes to make it better for all users. Twitter should focus on heightened market orientation and creating superior customer service to become more sustainable in the twenty-first century. It is essential for the company because it has competition that is changing things up to improve customer service. If Twitter does not change things, it will eventually become stale to the customer. The changes will keep it relevant and exciting for consumers. Another strategy that Twitter should about is positioning build on marketing assets, capabilities, and competencies. Twitter needs to find partners who will help them reach new markets.
Businesses need to stay on top of marketing trends to stay competitive. One Of the most important trends is exceptional customer service. Customers want to be heard and appreciated. Customers can be fickle, and if they are unhappy and feel like they are not getting the service they deserve, they will seek out an alternative. Going above and beyond is one of the easiest ways to keep a customer returning. Another marketing trend is the use of artificial intelligence. This is helpful for when a customer needs to contact the business. Using this will ensure there is no wait time for the customer. Of course, artificial intelligence has some problems, such as when it cannot help the customer. Artificial intelligence is continuing to get more advanced and, in the future, will dominate the thinking ability of a human (Chintalapati & Pandey, 2021). However, in the meantime, if a customer is not successful with automated help, they need to be able to reach a human. Customers who do not have an easy time reaching a real person may become unsatisfied, and the business runs the risk of losing the customer.
Reference:
Chintalapati, S., & Pandey, S. K. (2021). Artificial intelligence in marketing: A systematic literature review. International Journal of Market Research, 64(1), 38–68. https://doi.org/10.1177/14707853211018428
PEER 2
Case Study: Twitter Builds on Its Character
Why do you believe Twitter is changing its business model?
Twitter changed its business model to try to increase advertising exposure and promoted tweets appear at the top of the searches its users conducted through the use of artificial intelligence. Information is collected on those tweeting and those reading the tweets.
What fundamentals of strategy can Twitter adopt to become more sustainable in the twenty-first century?
Twitter has many strategies it can use to become more sustainable. They include:
Adaptive and flexible leadership
Have an authentic purpose
Become a more powerful brand
Increase collaboration and partnerships
Increase customer retention
Increase sales.
What marketing trends do you think will be most important for any business to take note of to stay competitive?
According to Ghosh (2020), one of the most common current marketing trends is the use of mobile marketing. It is a digital, multi-channel marketing strategy specifically aimed toward all multi-media users including any multi-media devices and apps (Ghosh, 2020). Almost anything one can do on a computer can now be done on any mobile device. Most internet users have a smartphone and internet access. Effectively using mobile advertising is critical for any business to stay competitive. It seems all social media has local advertising available along with major corporate advertising, as well. This trend can make or break a business or company. How a company chooses to embrace mobile marketing is paramount to its success.
Ghosh, D. (2020). It’s All in the Business Model: The Internet’s Economic Logic and the Instigation of Disinformation, Hate, and Discrimination. Georgetown Journal of International Affairs, 21(1), 129–135. https://doi.org/10.1353/gia.2020.0012

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