Marketing Systems¶
Marketing is a critical business function involved in the promotion, pricing, and sales of products. It also plays a crucial role in developing new products and markets to attract and engage customers. This document outlines the integration of information technology in marketing, with a focus on three specific applications: Interactive Marketing, Target Marketing, and Sales Force Automation.
Interactive Marketing¶
Interactive marketing refers to a customer-focused marketing strategy that leverages the Internet and related technologies to facilitate two-way interactions between a business and its customers.
Key Features¶
- Customer Engagement: Unlike traditional media advertising, interactive marketing involves the customers actively through online interactions.
- Technologies Used: This includes chat services, Web forms, instant messaging, and email, facilitating a participative approach in product development and service enhancements.
- Expected Outcomes: The approach aims to gather valuable marketing data, foster product innovation, boost sales, and strengthen customer relationships.
Target Marketing¶
Target marketing involves crafting advertising strategies tailored to specific audience segments, enhancing both e-commerce and traditional business models.
Components of Target Marketing¶
- Community: Customizing web ads for specific interest or geographic communities.
- Content: Placing targeted ads on selected websites, including banners and electronic billboards.
- Context: Displaying ads on pages relevant to the products being promoted.
- Demographic/Psychographic: Targeting ads based on specific demographic or psychographic profiles.
- Online Behavior: Using cookies and other tracking methods to personalize ads based on individual's web activity.
Digital Billboards¶
- Technology: Utilizes LEDs controlled via a web interface, allowing for rapid updates to advertising content.
- Applications: Can vary ads throughout the day (e.g., breakfast and dinner specials for restaurants) and are used by media for delivering timely news updates.
Sales Force Automation¶
This technology uses the Internet to enhance the productivity of sales personnel, automating data collection and analysis, thereby speeding up decision-making processes within business marketing strategies.
Implementation and Benefits¶
- Tools Used: Notebook computers, Web browsers, and sales management software connected to the Internet and company networks.
- Functions: Facilitates the uploading of sales data, customer interactions, and other relevant information, enhancing the support provided to sales teams.
- Strategic Advantage: Improves sales productivity and marketing responsiveness, offering a competitive edge in market dynamics.
How can I help you today?