ROLE OF INFORMATION TECHNOLOGY

IN MARKETING

PRESENTED BY:
Vaibhav Gupta
Contents
 Objective.
 Marketing An Overview
 Scope of IT in Marketing.
 Customer Relationship Management.
 Digital Marketing.
 Digital Marketing Models – Pull vs. Push
 Digital Marketing- Intrenet based .
 Digital Marketing- Mobile based .
 Effects of IT enabled Marketing on Industries.
 Conclusion.
 References.
 Thank You.
Marketing An Overview

 Marketing is an organizational function and a

set of processes for creating, communicating
and delivering value to customers and for
managing customer relationships in ways
that benefit the organization and its
stakeholders.
Scope of IT in Marketing

 Information Technology led to birth of fast and

effective (cost and impact) marketing .
 Scope of Information Technology in Marketing is
defined by the following marketing methods.

 CRM
 DIGITAL MARKETING.
• INTERNET MARKETING.
• MOBILE MARKETING.
CRM
 Customer relationship management (CRM) 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

 CRM is not just a technology but rather a comprehensive, customer-centric

approach to an organization's philosophy of dealing with its customers. This
includes policies and processes, front-of-house customer service, employee
training, marketing, systems and information management. Hence, it is
important that any CRM implementation considerations stretch beyond
technology toward the broader organizational requirements.
CRM Consists
 Identifying target markets, pursuing them, and generating
quality follow ups.

 Improving telesales, sales management, optimization of

information and the existing marketing processes.

 Providing customer delight by the formation of individualized

customer relationship.

 Providing customer information to employees to help them

build effective relationships between the company, its
customer base and its distribution partners.
CRM And IT

 Customer Touch Points are vital since each business has a

marketing orientation and focuses upon the customer current and
future needs. This is the interface between organization and its
customers . For example

– To buy a new car the dealership is a contact point.

– You go home and look at the car manufacturer's website, and

then send the company an e-mail

 Applications are essentially the software that support the

process. Incidentally, this is what some would call CRM - but we
know better. Applications serve Marketing (e.g. data mining
software and permission marketing), Sales (e.g. monitoring
Customer Touch Points), and Service (e.g. customer care).

 Data Stores contain data on every aspect of the customer, and

the Customer Life Cycle (CLC). For example, an organisation
keeps data on the products you buy, when you buy them, and
where they are sent.
CRM Market Structure

 The following table lists the top CRM software vendors

in 2006-2007 (figures in millions of US dollars)
published in a Gartner study
Vendor 2007 Revenue 2007 Share (%) 2006 Revenue 2006 Share (%) '06-'07 Growth (%)

SAP 2,050.80 25.3 1,681.70 26.6 22

Oracle 1,319.80 15.3 1,016.80 15.5 29.8

Salesforce.com 676.5 8.3 451.7 6.9 49.8

Amdocs 421 5.2 365.9 5.6 15.1
Microsoft 332.1 4.1 176.1 2.7 88.6
Others 3,289.10 40.6 2,881.60 43.7 14.1
Total 8,089.30 100 6,573.80 100 23.1
Digital Marketing
 Digital Marketing is the practice of promoting products and
services using digital distribution channels to reach consumers
in a timely, relevant, personal and cost-effective manner .
 Digital Marketing Models – Pull vs. Push
 Digital Marketing is achieving marketing objectives through use
of electronic communications technology
 It is further subcategorized on basis of communication
channels.
 INTERNET MARKETING.
 MOBILE MARKETING
Digital Marketing Models
 Pull
Pull digital marketing technologies involve the user having to seek out
and directly grab (or pull) the content. Web site/blogs and streaming
media (audio and video) are good examples of this. In each of these
examples, users have a specific link (URL) to view the content.

 Push
Push digital marketing technologies involve both the marketer (creator
of the message) as well as the recipients (the user). Email, SMS, RSS
are examples of push digital marketing. In each of these examples, the
marketer has to send (push) the messages to the users (subscribers)
in order for the message to be received.
Internet Marketing

 Internet marketing is the process of growing and

promoting an organization using online media.
Internet marketing does not simply mean 'building a
website' or 'promoting a website'.Somewhere behind
that website is a real organization with real goals.

 It includes advertising products, services, public

relations, social media, market research, email
marketing, and direct sales.
Internet Marketing Tools
 The Internet has a number of tools to offer to the marketer.
– A company can distribute via the Internet e.g. Amazon.com.
– A company can use the Internet as a way of building and
maintaining a customer relationship e.g. Dell.com.
– The money collection part of a transaction could be done online
e.g. electricity and telephone bills.
– Leads can be generated by attracting potential customers to sign-
up for short periods of time, before signing up for the long-term
e.g. which.co.uk.
– The Internet could be used for advertising e.g. Google Adwords.
– Finally, the web can be used as a way of collecting direct
responses e.g. as part of a voting system for a game show
Advantages Of Internet Marketing

 Availability of information.
 Learn about products, as well as purchase
them, at any hour.
 Reduction in cost on the part of marketer as
well as customer.
 Expansion of local markets to national and
international markets.
Mobile Marketing

 The ability to reach a specific target

audience.

 Information about how the user responded to

a marketing message.

 Proof that a message has been received by

the user's handset.
Mobile Marketing Tools

 Mobile Marketing via SMS.

 Mobile Marketing via MMS.
 Mobile Web Marketing.
 Mobile Marketing via Bluetooth.
Future Of Mobile Marketing

 According to a survey conducted by a mobile

marketing provider, approximately 89% of
major brands are planning to market their
products through text and multimedia mobile
messaging by 2009.
Effects Of IT Enabled Marketing On
Industries

 Music Industry.
 Agriculture Sector
 Banking Industry.
 Health Industry.
 Automobile Industry.
 Designing Industry.
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.
References

 www.Wikipedia.com
THANK YOU