External influences
Marketing activities are also affected by factors outside the business.
Social
Businesses need to be aware of trends and people’s attittudes in society when it is marketing. For example, there has been a recent trend for people to eat less meat and turn to vegan foods.
A number of food companies have responded by developing and marketing plant-based goods such as Gregg’s vegan 'sausage' roll and McDonald’s McPlant burger.
Technological
Technological changes can affect businesses' ability to develop their products or can affect where and how they are able to market. Social media has brought new channels for advertising as well as apps on mobile phones and tablets. The growth of artificial intelligence (AI) is likely to have a significant impact on how businesses approach marketing. Not only does it impact their advertising, but also how they communicate with customers and interpret research data and so on.
Economic
The state of the economy will affect companies' marketing campaigns and programmes. When the economy is prosperous people may have more money to spend – paying for a marketing campaign is therefore less of a risk as it is more likely that people will buy the goods or services advertised. In tough economic times, marketing may emphasise value for money.
Environmental
Businesses are trying to respond to environmental issues, and this is often seen in their marketing. They often try to emphasise the 'greenness' of their goods. However, some businesses have tried to make customers think they are greener than they actually are. This is called 'greenwashing', which is when a company tries to suggest that their goods are more environmentally friendly than they are in reality.
Do you think an oil company's goods can be environmentally friendly?
Political
The priorities of the government of the day can have an impact on businesses’ marketing priorities. For example, in 2008, Wales became the first Fairtrade nation in the world. Therefore, fairtrade is promoted across the country.
Watch this video which is available in English:
Legal
The law can have an impact on how and where companies are able to advertise. In the case of alcohol for example, it’s not possible to advertise to people under eighteen. Ads also must not include a person or character that is likely to be emulated by people under eighteen, or which strongly appeals to people under eighteen.
They must also not suggest that alcohol can contribute to a person's popularity or confidence or to suggest that alcohol can enhance personal qualities.
Ethical
Being seen as an ethical company is important for some businesses and their marketing will emphasise this. Behaving in an ethical way means treating people and the environment properly. Goodwash is a company which produces ethical toiletries. Watch the video to learn more about their ethos:
Pause for thought
Visit the Jeniphers Coffi website:
What are the benefits of the business?