Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
SlideShare a Scribd company logo

Information technology in marketing

•
•
S
shrinivas kulkarni

The document discusses various aspects of internet marketing and digital marketing. It defines internet marketing as advertising, promotion or marketing tactics used online including websites, email marketing, and social media. It outlines the goals of internet marketing as communicating a company's message, conducting market research, and selling goods/services online. It also discusses benefits like affordability, global reach, and ability to target specific audiences. It provides examples of internet marketing strategies and discusses neuromarketing and mobile marketing trends. Finally, it briefly touches on electronic customer relationship management (E-CRM) and some challenges for digital marketing.

1 of 22
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
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
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 NEWS BITES News Product Info/reviews Tech news Health/Sport Sports Information EntertainmentNews Horoscope
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 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
Thank you..

More Related Content

Information technology in marketing

  • 2. 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.
  • 3. 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.
  • 4. 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.
  • 5. Internet Marketing Strategies  Website/Blog  Search engine marketing (SEM)  Email subscription  Social media  Guest writing  Affiliate programs  Paid advertising  Video/Podcasting
  • 7. 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.
  • 8. “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?
  • 9. 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
  • 10. 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.
  • 11. 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.
  • 12. WHAT DO WE DO WITH OUR MOBILE PHONES? COMMUNICATION SMS eMail PictureMessaging Send/Receive Videos Social Networking Blogging
  • 13. 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
  • 14. 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 NEWS BITES News Product Info/reviews Tech news Health/Sport Sports Information EntertainmentNews Horoscope
  • 15. 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 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
  • 16. 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.
  • 17. 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.
  • 18. 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.
  • 19. 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
  • 21. Challenges for Digital Marketing  Increased Security Risk  Cluttered Market  More Ad Blockers  Increased Ad Costs