Role of it in marketing tikeswer naik

ROLE OF INFORMATION
TECHNOLOGY IN MARKETING
Tikeswar Naik(MT14IND024)
Academic session-2014-2015
Mechanical Engineering Department
Visvesvaraya National Institute of Technology. Nagpur
ROLE OF INFORMATION TECHNOLOGY IN MARKETING
TIKESWAR NAIK
1

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. ROLE OF INFORMATION TECHNOLOGY IN MARKETING
TIKESWAR NAIK
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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 onesROLE OF INFORMATION TECHNOLOGY IN MARKETING
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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
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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.
TIKESWAR NAIK
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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 onROLE OF INFORMATION TECHNOLOGY IN MARKETING
TIKESWAR NAIK
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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 click
Cost per impression
Search 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 trends
Google insight
Complete.com
Adgooroo
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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 websites
Mobile 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:
Twitter
Facebook
Google+
linkedIn
Yelp
Foursqure
Youtube
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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 marketing
Search engine marketing(SEM)
Social media marketing
Display advertising
Mobile 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/
References
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THANK YOU
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Role of it in marketing tikeswer naik

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