Role of Information Technology in Marketing1.0

ROLE OF INFORMATION TECHNOLOGY IN MARKETING

PRESENTED BY: Vaibhav Gupta

Contents            

Objective. Marketing An Overview Scope of IT in Marketing. Customer Relationship Management. Digital Marketing. Digital Marketing Models – Pull vs. Push Digital Marketing- Intrenet based . Digital Marketing- Mobile based . Effects of IT enabled Marketing on Industries. Conclusion. References. Thank You.

Marketing An Overview

 Marketing

is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

Scope of IT in Marketing 



Information Technology led to birth of fast and effective (cost and impact) marketing . Scope of Information Technology in Marketing is defined by the following marketing methods.  

CRM DIGITAL MARKETING. INTERNET MARKETING. • MOBILE MARKETING. •

CRM 

Customer relationship management (CRM) is a term applied to processes implemented by a company to handle its contact with its customers .



CRM software is used to support these processes, storing information on current and prospective customers. Information in the system can be accessed and entered by employees in different departments, such as sales, marketing, customer service, training, professional development, performance management, human resource development, and compensation



CRM is not just a technology but rather a comprehensive, customer-centric approach to an organization's philosophy of dealing with its customers. This includes policies and processes, front-of-house customer service, employee training, marketing, systems and information management. Hence, it is important that any CRM implementation considerations stretch beyond technology toward the broader organizational requirements.

CRM Consists 

Identifying target markets, pursuing them, and generating quality follow ups.



Improving telesales, sales management, optimization of information and the existing marketing processes.



Providing customer delight by the formation of individualized customer relationship.



Providing customer information to employees to help them build effective relationships between the company, its customer base and its distribution partners.

CRM And IT 

Customer Touch Points are vital since each business has a marketing orientation and focuses upon the customer current and future needs. This is the interface between organization and its customers . For example –

To buy a new car the dealership is a contact point.

–

You go home and look at the car manufacturer's website, and then send the company an e-mail



Applications are essentially the software that support the process. Incidentally, this is what some would call CRM - but we know better. Applications serve Marketing (e.g. data mining software and permission marketing), Sales (e.g. monitoring Customer Touch Points), and Service (e.g. customer care).



Data Stores contain data on every aspect of the customer, and the Customer Life Cycle (CLC). For example, an organisation keeps data on the products you buy, when you buy them, and where they are sent.

CRM Market Structure 

The following table lists the top CRM software vendors in 2006-2007 (figures in millions of US dollars) published in a Gartner study Vendor

2007 Revenue

2007 Share (%)

2006 Revenue

2006 Share (%)

'06-'07 Growth (%)

SAP

2,050.80

25.3

1,681.70

26.6

22

Oracle

1,319.80

15.3

1,016.80

15.5

29.8

676.5

8.3

451.7

6.9

49.8

421

5.2

365.9

5.6

15.1

332.1

4.1

176.1

2.7

88.6

Others

3,289.10

40.6

2,881.60

43.7

14.1

Total

8,089.30

100

6,573.80

100

23.1

Salesforce.com Amdocs Microsoft

Digital Marketing 

  

Digital Marketing is the practice of promoting products and services using digital distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner . Digital Marketing Models – Pull vs. Push Digital Marketing is achieving marketing objectives through use of electronic communications technology It is further subcategorized on basis of communication channels.  

INTERNET MARKETING. MOBILE MARKETING

Digital Marketing Models 

Pull Pull digital marketing technologies involve the user having to seek out and directly grab (or pull) the content. Web site/blogs and streaming media (audio and video) are good examples of this. In each of these examples, users have a specific link (URL) to view the content.



Push Push digital marketing technologies involve both the marketer (creator of the message) as well as the recipients (the user). Email, SMS, RSS are examples of push digital marketing. In each of these examples, the marketer has to send (push) the messages to the users (subscribers) in order for the message to be received.

Internet Marketing 

Internet marketing is the process of growing and promoting an organization using online media. Internet marketing does not simply mean 'building a website' or 'promoting a website'.Somewhere behind that website is a real organization with real goals.



It includes advertising products, services, public relations, social media, market research, email marketing, and direct sales.

Internet Marketing Tools 

The Internet has a number of tools to offer to the marketer. – – – –

– –

A company can distribute via the Internet e.g. Amazon.com. A company can use the Internet as a way of building and maintaining a customer relationship e.g. Dell.com. The money collection part of a transaction could be done online e.g. electricity and telephone bills. Leads can be generated by attracting potential customers to signup for short periods of time, before signing up for the long-term e.g. which.co.uk. The Internet could be used for advertising e.g. Google Adwords. Finally, the web can be used as a way of collecting direct responses e.g. as part of a voting system for a game show

Advantages Of Internet Marketing  





Availability of information. Learn about products, as well as purchase them, at any hour. Reduction in cost on the part of marketer as well as customer. Expansion of local markets to national and international markets.

Mobile Marketing 

The ability audience.

to

reach

a

specific

target



Information about how the user responded to a marketing message.



Proof that a message has been received by the user's handset.

Mobile Marketing Tools    

Mobile Marketing via SMS. Mobile Marketing via MMS. Mobile Web Marketing. Mobile Marketing via Bluetooth.

Future Of Mobile Marketing  According

to a survey conducted by a mobile marketing provider, approximately 89% of major brands are planning to market their products through text and multimedia mobile messaging by 2009.

Effects Of IT Enabled Marketing On Industries      

Music Industry. Agriculture Sector Banking Industry. Health Industry. Automobile Industry. Designing Industry.

CONCLUSION 

This result demonstrates the significant role of information technology in today's business world and in marketing management in improved productivity and major cost saving.



Better customer relationship management.



Helped to solve major problems related to customer services like customer loyalty and customer satisfaction.

References 

www.Wikipedia.com

THANK YOU