Video script 1f

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So we've now reached the final section of our first topic and in this with briefly

going to think about the challenges and realities that face marketers and what this

means for us. We'll also revisit many of these Concepts and more depth as we go

through individual topics in the rest of the course.

But let's start by going back to New Year's Day in 2020 first of January and at

that point it would have been easy to say that there were three main challenges

facing marketers for the coming year and the first one relates to technology and

how they use it to achieve their goals and meet their customers needs. Secondly.

It was about the increasing.

Globalization of the marketplace and how to successfully operate in that and then

thirdly which is somewhat maybe of an emerging theme is embedding social responsibility

into the actions of the firm. And of course, this is coming from growth in various

places from the realization that we've got challenges with climate change and consumers

are being more and more concerned about

What's happening going forward?

And at that point we could have assumed that if you planned to react to these you

had some for thought. You used your Marketing in sight. You could see all these

as being opportunities rather than threats.

And so my question then is do we think that this has changed because of the disruption

caused by the covid pandemic

What do you think?

So at your notes at your notes for this session what you think and potentially also

post ideas that you have into voicethread or any of the other media we have so let's

now look at each of these in turn.

So technology technology fascinates me. I don't know if any of you can guess what
this picture on the left hand side of the screen is

I think I'll tell you rather than leaving you to comment, but this is the baby computer.

So this is the first computer that was developed and built in Manchester quite a

long time ago now and at the bottom of the screen here, we've got some iPhones and

what amazing is that there's more technology and more Computing capability in these

little smart phones and iPhones than the

Was in the whole of this baby compute baby computer and this relates to something

called Moore's Law and Moore's Law predicted that you would keep on being able to

double the number of transistors. You could fit into a into a chip and today that's

proved to be the case. But at some point that will start to flatten out so that

might actually start to limit the possibilities that

that we have the technology. So that's something that we do need to think about

but there's also there's also many of the things that we can do to capitalize on

technology and it gives us lots of new ways forward so we can think about disruptive

Technologies moving from web 1.0 through to web 4.0 now has opened up many more

possibilities and abilities digitalisation gives us

Different ways of dealing with things it allows us to change many things that were

products into services. So if we think about computer gaming it started off by actually

you having to have your console and your games in your house and now because of

advances in technology, we can do it online and you no longer necessarily necessarily

need to own that product. You can actually stream it and buy it as a service.

So it's a different way for consumers to buy artificial intelligence. How many how

do we know now? Sometimes whether we're speaking to a real person or a chatbot on

some sites, they tell you that there are chatbots and in others. It's really hard

to differentiate more on the business to business side, but the industrial internet

of things and how these

Devices can all be connected together makes many new possibilities, but also possibly
some challenges and welcome to the challenges in more detail in a minute, but the

iot enables sharing but do we always want to share all our information and blockchain

as a new way of trying to move financial information about the digital transformation

that's gone on and particularly. This is where I thinking

absolute

We can absolutely see how much change that the pandemic has forced on businesses

with many having to shift rapidly into a digital format or lose all their business

but associated with this, there's also a lot of new challenges that we need to think

about. So cyber crime and the impact of that on your online business. We have to

think about digital poverty.

It's all well and good for me to sit at home with fast broadband and a computer

and a smartphone and easy access to the internet. There are still huge populations

that don't have that. So that's the challenge is the infrastructure there. So especially

in the UK if any of you go to visit the Lake District or into North Wales for a

day trip, not that we're allowed into North Wales at the moment, but there you'll

find that.

The lucky if your mobile phone works let alone if you can do data downloads so different

areas of the country still lack infrastructure for this to go ahead. We've got the

dominance of the technical Giants. So we've got we've got Facebook. We've got Google.

I mean there were for a long time. There was a talk of the being a duopoly between

Facebook and Google but now it's changing because Amazon's growing from strength

to strength.

Length, but also technology was and this is something that's always gone on since

technology began to be commercialized. Do you actually keep your software to yourself

like apple do and make it actually really quite difficult to get into or do you

try to go for open systems which make it easier for everybody to use and then thinking

about consumer-to-consumer disruption. So now consumers can have a great deal of

Hang on what firms do how they whether they like their products or not. There's

new ways. There's new forms of advertising appearing all the time. But one thing

I want you to keep in mind is that actually all these new forms are still advertising

and we don't need we mustn't forget the basic principles of how advertising works

with respect to this.

Operating in a global market. So Global Supply chains there a fact of life for many

of us, but we've also seen the down downside of this during the pandemic because

there's been quite a bit of supply chain disruption. So it forces people into thinking

more about should we return to more localized production and that then relates to

the next challenge that we're going to look at the growth of multinational corporations.

So the massive

Operations that dominate everything they're a big challenge they also present an

opportunity. But again, as long as they're going to behave in a responsible way,

but a global market does give you New Market opportunities digitalisation allows

you to export much more easily than you could have done in the past question about

whether cultures are merging. What is multiculturality. Do we have to recognize

different cultures? So these

are all things that we need to think about as marketers and you know related to

that how much can we standardize and how much do we need to adapt again? We need

to think of we tailor things specifically for a specific culture or we expect everybody

to adapt to what we do and I think there are interesting issues here because certain

things particularly technologically LED material is easy to standardize but

Is that come to our heritage? So like food clothing, even the furniture that we

have in our homes are actually potentially harder because of our cultural understandings

and we'll talk more about culture next week or later in the course as well. And

then the differences between trade bloc's and free markets. So here in the UK at
the moment. We're still preoccupied by what's going to happen because of requisite

but trade bloc's and free markets.

Mean a lot for companies in terms of how they can how they can actually trade well

and finally geopolitics. So politics has a big impact nationally but also internationally

and we can see in some of the difficulties that are going on between nations, you

know, maybe I might highlight China and the US where relations aren't good and that

makes a big difference.

Friends to firms that are operating in those countries and who want to trade with

the others.

So the final thing brings us to something that school at the University of Manchester

and some of you might have seen the ethical Grand challenges. But the three that

the University highlight is sustainability and the importance of everybody thinking

about how to build a sustainable future and our desire to ensure that graduates

that leave the university are aware of this and are building this thinking into

what they do in their business.

And then social justice, so standing up against discrimination and finally thinking

about the workplace ethics that this bring the challenges that work for a place

ethics bring the Delight the dilemmas that you faced and how you as graduates deal

with those and that takes us forward into how we embed social responsibility and

some marketing. So from this standpoint, we need to realize that

at marketers and businesses in general need to think about the ethical implications

of what they do. So does it matter is it ethical to price your goods? So low that

you negotiate so hard with your suppliers that they can hardly make a profit. They

need to think about what the environmental impact is of the products and services

that they deliver does it have

High impact or does it have a low impact? How can they change it? What can they

do? They need to think also about the social and legal context of what they're doing
and how they do it. So we're going to come back to this all the time as we go through

the course and think about how easy or how difficult that is to achieve but I do

want you to reflect on this as we go forward.

So finally I want you to think if those three challenges that I've listed are enough

or if there are others that we should add if you have ideas about this post them

in voicethread.

And then as always if you've got any questions post them.

In one of the Avenues that we have available to us.