MARKETING ARTICLE
&
CONDITIONAL
SENTENCES
ARRANGED BY :
INDAH NOVIA LESTARI
1EA26 / 13216493
BAHASA INGGRIS 2 SOFTSKIL
MUH. KHOLIQ
UNIVERSITAS GUNADARMA
ATA 2016/2017
The Best Marketing Strategy Isn't Even Really Marketing At All
Marketing is all about making your brand (and
your products) more visible to a wider audience. For decades, it referred to a
series of intensive, action-based, outbound tactics designed to grab new
consumers’ attentions. Advertising was almost synonymous with marketing, and
marketers constantly searched for new ways to go out and grab new customers.
Many of these tactics, such as direct mail
marketing, TV ads, and radio spots can still be effective, but the best
marketing strategy today isn’t even really marketing at all. Instead
of focusing on reaching out to buyers, it’s about letting buyers come to you,
while maximizing their ability to do so—a reversal of the natural order that
both brands and consumers can find acceptable.
So why has modern marketing deviated so far from
the traditional model, and how can you take advantage of this?
Modern Distrust of Corporations and
Advertising
First, you have to understand the average
consumer’s distrust of corporations and advertising. Today’s buyers have seen
major corporations coax the onset of a full-fledged financial crisis and spark
a major outcry against income inequality. Consumers are also bombarded with
more advertisements than ever before, all of which are intended to get people
to buy something. As a result, they’ve developed a healthy distrust of
corporate brands and advertising in general. They feel that modern corporations
are faceless, and have ulterior motives that prevent them from doing what’s
actually in the consumer’s best interest. As a result, the return on traditional
marketing and advertising strategies has declined.
Self-Motivated Buyers
Today’s consumers also have access to more
information than ever before. One quick Google search can tell you everything
you need to know about the products you’re looking for, the brands that offer
them, and even what considerations you should bear in mind before finalizing a
decision. Because of this, more than 81 percent of consumers conduct online research
before buying anything. This simultaneously weakens the traditional model of
marketing and advertising (because users are finding this information
themselves) and strengthens the new, inbound approach.
First Conditional
The first conditional is very similar in
structure to the zero conditional. We still use if plus the present
simple to create the condition, except that we now use the future simple tense (will + bare
infinitive) to describe a probable result of the condition.
Thus, the structure is: “If + present simple
tense, will + infinitive.”
For example:
- “If I see him, I will tell him.”
- “If I win the lottery, I will buy a new house.”
Second Conditional
We use the second conditional to speak about
a hypothetical situation or outcome resulting from the condition. Unlike the
first conditional, we use the second conditional to talk about things that
cannot or are unlikely to happen. To create the second conditional, we use the past simple tense after the if
clause, followed by would + the bare infinitive for the result of the
condition. In addition to would (which we use to describe something we
would definitely do), we can also use could for
what we would be able to do, as well as might for
what it is possible (but unlikely) we would do.
For example:
- “If I went to London, I would visit Trafalgar Square.”
- “If I won the lottery, I could buy a new house.”
- “If you had a phone, you could call me every day.”
- “If I was/were* older, I might stay up all night long.”
Third Conditional
Third conditionals
are used to establish a hypothetical situation in the past, followed by a
hypothetical outcome that did not really happen—typically, the outcome is the
opposite of what actually happened.
To form the third conditional, we use the past perfect tense for the if
conditional clause, and would have + the past
participle of the verb for the hypothetical outcome.
(As with the second conditional, we can also use could
or might instead of would. Additionally, we can use should
have + the past participle to describe an outcome that ought
to have happened.)
For example:
- “If I had been more prepared, I would have passed that test.”
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