Information technology in marketing

Information Technology in
Marketing
Prof. SVK

Definition of Internet Marketing
 The most basic explanation of Internet marketing is any sort
of advertising, promotion or marketing tactic used
online. This includes promotional websites, email marketing,
and social media.

The goal of Internet marketing
includes
 Communicating a company's message about itself, its
products, or its services.
 Conducting research to identify a target market
(demographics, preferences, and needs) and it's needs.
 Selling goods, services, or advertising over the Internet.

Marketing online has many other
benefits
 Affordability: Many online marketing strategies are free (i.e. social
media marketing) or very low cost.
 Reach: This is especially true if you business isn't limited to your local
area. The Internet reaches the four corners of the globe.
 Always open: The Internet never sleeps. Night owls can learn about
your business and even buy from you while you're sleeping.
 Focus in on your target market: It's easy to find your target market
online so you can save time and money on marketing strategies that
speak directly to your most likely buyers.

Internet Marketing Strategies
 Website/Blog
 Search engine marketing (SEM)
 Email subscription
 Social media
 Guest writing
 Affiliate programs
 Paid advertising
 Video/Podcasting

Neuromarketing is the application of neuroscience to marketing.
Neuromarketing includes the direct use of brain imaging,
scanning, or other brain activity measurement technology to
measure a subject’s response to specific products, packaging,
advertising, or other marketing elements.
In some cases, the brain responses measured by these
techniques may not be consciously perceived by the subject;
hence, this data may be more revealing than self-reporting on
surveys, in focus groups, etc.

“Neuromarketing is a field of study using
neuroscience technology, such as
functional magnetic resonance imaging
(fMRI), to see how people's
brains respond to advertising
and other brand-related messages”.
What is?

It still is in one's infancy
The more senses you trigger and associate with
products/services, the more people will appeal to
customers' emotions and influence their buying
behavior.
Enables advertisers to be more specific in providing
products that consumers want
 Form of “brainwashing”
Conclusion

Mobile Marketing facts
 By 2019, mobile advertising is expected to represent 72% of all U.S. digital ad spending.
 70% of people report disliking mobile ads.
 y 2018, American adults are expected to spend on average 3 hours and 23 minutes on
nonvoice mobile media.
 48% of consumers start mobile research with a search engine --but 33% go directly to
the site they want.
 Users spend on average 69% of their media time on smartphones.
 Google drives 96% of mobile search traffic, followed by Yahoo at 2% and Bing at 1%.
 Apps account for 89% of mobile media time, with the other 11% spent on websites.
 80% of social media time is spent on a mobile device.

Mobile Marketing facts
 Pinterest is the most mobile social network and 64% of its referred traffic comes
from either smartphones or tablet devices.
 Over 50% of smartphone users grab their smartphone immediately after waking
up.
 71% of marketers believe mobile marketing is core to their business.
 Mobile email opens have grown by 180% in the last three years.
 91% of mobile users say that access to content is very important. Average
smartphone conversion rates are up 64% compared to the average desktop
conversion rates.
 Average smartphone conversion rates are up 64% compared to the average
desktop conversion rates.
 83% of B2B marketers said mobile apps were important to content marketing.
 48% of millennials view video solely on their mobile device.
 79% of people use their smartphone for reading email -- a higher percentage than
those who use it for making calls.

WHAT DO WE DO WITH OUR MOBILE
PHONES?
COMMUNICATION
SMS
eMail
PictureMessaging
Send/Receive Videos
Social Networking
Blogging

WHAT DO WE DO WITH OUR
MOBILE PHONES?
COMMUNICATION
SMS
eMail
PictureMessaging
Send/Receive Videos
Social Networking
Blogging
PERSONAL
PRODUCTIVITY*
Check Weather
Search the Web
Maps/Directions
Movie info
Stock Quotes
Financial news
Business directories
Restaurant info
Trading Stocks
Transactions

PHONES?
COMMUNICATION
SMS
eMail
PictureMessaging
Send/Receive Videos
Social Networking
Blogging
PERSONAL
PRODUCTIVITY
Check Weather
Search the Web
Maps/Directions
Movie info
Stock Quotes
Financial news
Restaurant info
Trading Stocks
Transactions
NEWS BITES
News
Product Info/reviews
Tech news
Health/Sport
Sports Information
EntertainmentNews
Horoscope

PHONES?
COMMUNICATION
SMS
eMail
PictureMessaging
Send/Receive Videos
Social Networking
Blogging
PERSONAL
PRODUCTIVITY
Check Weather
Search the Web
Maps/Directions
Movie info
Stock Quotes
Financial news
Restaurant info
Trading Stocks
Transactions
NEWS BITES
News
Product Info/reviews
Tech news
Health/Sport
Sports Information
EntertainmentNews
Horoscope
PASSING TIME
Play video games
Download ringtones
Download wallpapers
Download videos
Download music

A mobile marketing strategy is not a stand-alone effort, but it is a
large chunk of any long-term or short-term marketing campaign—
and its importance is only growing. From email, to PPC, to SEO, to
content, to social media marketing, there is a mobile marketing
channel to reach every part of your audience where they are most
comfortable.

Electronic Customer
Relationship Management (E-
CRM)
 Electronic customer relationship management (E-CRM) is the
application of Internet-based technologies such as emails, websites,
chat rooms, forums and other channels to achieve CRM objectives.
 It is a well-structured and coordinated process of CRM that automates
the processes in marketing, sales and customer service.
 An effective E-CRM increases the efficiency of the processes as well as
improves the interactions with customers and enables businesses to
customize products and services that meet the customers’ individual
needs.

E-CRM
 Electronic customer relationship management provides an avenue
for interactions between a business, its customers and its
employees through Web-based technologies.
 The process combines software, hardware, processes and
management’s commitments geared toward supporting enterprise-
wide CRM business strategies.
 Electronic customer relationship management is motivated by easy
Internet access through various platforms and devices such as
laptops, mobile devices, desktop PCs and TV sets.

The benefits of E-CRM
 Improved customer relations, service and support
 Matching the customers' behavior with suitable offers
 Increased customer satisfaction and loyalty
 Greater efficiency and cost reduction
 Increased business revenue

Information technology in marketing

Challenges for Digital Marketing
 Increased Security Risk
 Cluttered Market
 More Ad Blockers
 Increased Ad Costs

Information technology in marketing

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