Role of it in marketing tikeswer naik

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ROLE OF INFORMATION TECHNOLOGY IN

MARKETING

Tikeswar Naik(MT14IND024)Academic session-2014-2015Mechanical Engineering DepartmentVisvesvaraya National Institute of Technology. Nagpur

ROLE OF INFORMATION TECHNOLOGY IN MARKETING TIKESWAR NAIK


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WHAT IS INFORMATION TECHNOLOGY AND MARKETING?

INFORMATION TECHNOLOGY:(IT) :is the applications of computers and telecommunications equipment to create , store , retrieve , transmit and manipulate data in various form like business data, voice conversations ,still images, motion picture, multimedia presentation. It also include other information distribution technology such as televisions and telephones.

MARKETING: is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.


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INFORMATION TECHNOLOGY HELPS IN….

Decision making Customer relationship management(CRM) Product management Brand management Pricing Digital marketing


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INFORMATION TECHNOLOGY IN DECISION MAKING

Decision making is one of the most significant and important activities in a business. Decision making involves various processes which are influenced by technology.

Information technology provides a business with a Decision support system (DSS) and Artificial intelligence (AI) system, the combination of these IT systems helps in creating information through online analytical process (OLAP) to facilitate decision making tasks that might require significant effort and analysis. Technology simplifies the way we make decision in a business.


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ROLE OF IT IN DECISION MAKING Data Processing Capabilities: Technology helps to make quick business decisions by giving the ability to slice and dice way through massive amounts of information. Data warehouse have data mining tools which computerize the process of making decisions. IT brings speed: Vast amounts of information, and sophisticated processing capabilities useful in making a decision. IT provides great power, but the decision maker must know what kinds of questions to ask of the information and how to process the information to get those questions answered.


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ROLE OF IT IN DECISION MAKING

IT Supports group decision making : Group decision support system use to make quick decisions. A (GDSS) group decision support system is a type of decision support system that facilitates the formulation of and solution to problems by a team. A GDSS facilitates team decision making by integrating, groupware, DSS capabilities, and telecommunications.


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TOOLS USE IN DECISION MAKING Google Analytics: is a service offered by Google that generates detailed statistics about a website's traffic and traffic sources and measures conversions and sales. Google Analytics can track visitors from all referers, including search engines and social networks, direct visits and referring sites. It also tracks display advertising, pay-per-click networks, email marketing, and digital collateral such as links within PDF documents. Why google Analytics: The customers can go everywhere; they shouldn't be analytics? Google Analytics shows the full customer picture across ads and videos, websites and social tools, tablets and smartphones. That makes it easier to serve current customers and win new ones


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Know your audience: No two people think exactly alike. Google Analytics helps to analyse visitor traffic and paint a complete picture of the audience and their needs, wherever they are along the path to purchase.

Example: LA TIENDA (Online Food Retailer Slices and Dices Shopping Cart Abandon Rates to increase e-commerce sales by 70% in key regions)

Trace the customer path: Where customers are can be as critical as who they are. Tools like Traffic Sources and Visitor Flow help to track the routes people take to reach the product, and the devices they use to get there, so marketers can meet them where they are and improve the visitor experience

Example: Fairmont Raffles Hotels International : Fairmont Hotels harness the power of Google Analytics to optimize social media marketing


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See what they're up to: Do some types of people give better results? tools like In-Page Analytics, which make a visual assessment of how visitors interact with company’s web pages. Learn what they're looking for and what they like, then tailor all the marketing activities — from web site to apps to ad campaigns — for maximum impact

Example: PUMA Kicks Up Order Rate 7% with Insights from Google Analytics and Viget


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TOOLS USE IN DECISION MAKING 1000 mind: is online decision-making software for ranking, prioritizing or choosing between alternatives in situations where a variety of objectives or criteria need to be considered simultaneously. Altova meta team: is an online service for project management, collaborative decision-making, and team management from Altova, the creator of XMLSpy. D-Sight: is a company that specializes in decision support software and associated services in the domains of project prioritization, supplier selection and collaborative decision-making


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CUSTOMER RELATIONSHIP MANAGEMENT

Customer relationship management (CRM) :is a system for managing a company’s interactions with current and future customers. it 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.


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IT HELPS IN PRODUCT MANAGEMENT

Product management is an organizational lifecycle function within a company dealing with the planning, forecasting, and production, or marketing of a product or products at all stages of the product lifecycle. Tools for product management: PRODPAD ProdPad is Product Management Software for the whole team. It allows to capture ideas from the team, flesh them out into product specs that the development team can use, and then put it on a roadmap that shows where the product is now and where it will go in the future


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IT HELPS IN BRAND MANAGEMENT Brand management: is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc Tool for Brand management: WebDAM WebDAM is an all-in-one online brand management solution that helps to align brand assets to your brand management guidelines, brand strategy and approved usage. By deploying brand asset management software, the business can maintain a consistent brand which reassures the audience that the company can be trusted.


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IT HELPS IN PRICE MANAGEMENT

Price Management is a closed-loop process whereby companies analyze, plan, publish, execute and negotiate price. Better strategies around price are necessary to combat a highly competitive market and a global customer base. Tool for price management: APPTIVO It is a price management software Keep the pricing updated Have different price lists for different customers Modify your pricing for a predetermined time period Monitor the impact of the pricing changes on the revenues


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DIGITAL MARKETING Digital marketing: is the use of electronic devices (computers) such as personal computers, smartphones, cell phones, tablets and game consoles to engage with stakeholders. Digital marketing applies technologies or platforms such as websites, e-mail, apps and social networks. Digital Marketing can be through Non-internet channels like TV, Radio, SMS, etc or through Internet channels like Social Media, E-mails ads, Banner ads, etc. Social Media Marketing is a component of digital marketing. Digital marketing is becoming more popular with marketers as it allows them to track their Return on Investment (ROI) more accurately compared to other traditional marketing channels


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FOCUS ON DIGITAL MARKETING

Search Engine Optimization Search Engine Marketing Web Analytics Social Media Analytics Online Advertising Mobile advertising


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SEARCH ENGINE OPTIMIZATION

It is the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.

SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.

Search engines are: google, yahoo, bing.


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What is SEO??


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CASE STUDY OF SEARCH ENGINE OPTIMIZATION

eBrandz Is The Largest SEO Company In The World

eBrandz Helps IQ BackOffice get 1800% ROI on Search Engine Optimization

ICICI is the client of eBrandz which uses SEO .


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SEARCH ENGINE MARKETING

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization and advertising.

It uses:Pay per clickCost per impressionSearch analytics


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WHAT IS SEM??


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USES OF SEARCH ENGINE MARKETING. Pay per click: is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked.

Cost per impression: is a term used in traditional advertising media selection, as well as online advertising and marketing related to web traffic. It refers to the cost of traditional advertising or internet marketing or email advertising campaigns, where advertisers pay each time an ad is displayed.


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USES OF SEARCH ENGINE MARKETING Search analytics: it is the analysis and aggregation of search engine statistics for use in search engine marketing (SEM) and search engine optimization (SEO). In other words, search analytics helps website owners understand and improve their performance on search engines. It uses service :Google trendsGoogle insightComplete.comAdgooroo


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WEB ANALYTICS Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage. It can be used as a tool for business and market research. It provides information about the number of visitors to a website and the number of page views.

There are two categories of web analytics; off-site web analytics on-site web analytics


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WEB ANALYTICS SOFTWARE

Google analytics Yahoo web analytics Crazy egg Compete Optimizely


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SOCIAL MEDIA ANALYTICS

Social media analytics: it is the gathering of data from blogs and social media websites and analyzing that data to make business decisions. The most common use of social media analytics is to mine customer sentiment in order to support marketing and customer service activities.

Social media platforms :Social networking websitesMobile phones


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Social networking websites :allow individuals to interact with one another and build relationships. Social networking sites and blogs allow followers to “retweet” or “repost” comments made by others about a product being promoted Social networking websites are:TwitterFacebookGoogle+linkedInYelpFoursqureYoutube


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MOBILE PHONES

Mobile phone usage has also become beneficial for social media marketing. Most cell phones have social networking capabilities : individuals are notified of any happenings on social networking sites through their cell phones


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TOOLS FOR SOCIAL MEDIA MARKETING Saas social media analytics Social media measurement Social network aggregation Social bookmarking Social analytics Social media Blog marketing


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CASE STUDY:MUMBAI INDIANS SURPRISE THE CITY WITH BLUE SANTA


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ONLINE ADVERTISING Online advertising, also called online marketing or Internet advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers.

It includes:Email marketingSearch engine marketing(SEM)Social media marketingDisplay advertisingMobile Advertising


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BENEFITS OF ONLINE ADVERTISING Cost:The low costs of electronic communication reduce the cost of displaying online advertisements compared to offline ads

Measurability:collect data on their ads' effectiveness, such as the size of the potential audience or actual audience response

Formatting:Advertisers have a wide variety of ways of presenting their promotional messages, including the ability to convey images, video, audio, and links

Targeting:Publishers can offer advertisers the ability to reach customizable and narrow market segments for targeted advertising

Coverage:Online advertising can reach nearly every global market, and online advertising influences offline sales Speed:Once ad design is complete, online ads can be deployed immediately. online advertisers can modify or replace ad copy more rapidly than their offline counterparts


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TOOLS FOR ONLINE ADVERTISEMENT Google Adwords:it's become a vital part of many successful online businesses. it's simply a pay-per-click service which allows to create and run ads for the business. These clickable ads are then displayed in Google's search results

Adsense: why Adsense is use???

Access to advertisers Robust targeting Reporting tools High quality ads Flexible ad controls Mobile interface


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E-COMMERCE Electronic commerce, commonly known as E-commerce or e-Commerce, is trading in products or services using computer networks, such as the Internet.

E-commerce draws on technologies such as mobile commerce, electronic funds transfer , supply chain management, Internet marketing, online transaction processing, electronic data interchange (EDI), inventory management systems, and automated data collection systems


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HOW E-COMMERCE WORKS In e-commerce, exchanges occur between two parties over some electronic medium, typically the Internet. These exchanges are most commonly transactions between companies and consumers, wherein consumers purchase products and services by credit card payment over a secured website. These exchanges, however, can also include transactions between companies as well as between individuals. An example of business-to-consumer e-commerce would be an online store.


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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


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Kotler, P. and Armstrong, G., Principles of Marketing, 11th edition : Prentice Hall, 2006

https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/the-marketing-environment-3/technology-32

http://www.google.co.in/analytics/

http://en.wikipedia.org/wiki/Digital_marketing

http://www.google.co.in/adwords/

http://www.webdam.com/

http://www.apptivo.com/

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Role of it in marketing tikeswer naik

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