Transcript ITIL & COBIT

Marketing Technology
O6PLM
Kevin Lisay – 1501147113
Rendy Winarta – 1501149226
Steven Ekaputranto - 1501148362
Stefani Trifosa – 1501158893
Gladys Natalia – 1501165476
Background
 Nowadays, we would hardly live without technology. Day by day
this world demands everything fast, simple, efficient and effective.
Technology provides the world’s thirst mostly. Even in business
world, all organization would find difficulty if they want to
improve their business without using advantages of technology
itself. The role of technology itself affects business in many aspects
technically or functionally. In marketing, the traditional ways
would get a business going nowhere. They have to adapt with the
world’s needs and change into modern ways. Marketing technique
today uses a lot of help from social media to achieve their specific
goals, because people that born in this era are addicted with
technology. So, if an organization wants to set up higher goals and
level, they also have to change the old way into the new modern
way of business technique.
Scope
 Rise of the marketing technologist.
 Shifting the way marketing from traditional to modern
marketing using technology.
Benefit
 Reader understands about the Rise of the Marketing
Technologist.
 Reader understands how to implement the shifting way
marketing from traditional to modern marketing using
technology.
 Reader understands the implementation of using social media
in strategic marketing.
Traditional Marketing
 Traditional Marketing is marketing that focuses on the
concept of market segmentation (is a method of classifying a
number of people who have similar characteristics and
needs).
 Generally, traditional marketing has a few traits, which are it
is prioritizing 4P, focus on companies, tends to emphasize
brand, controlled by companies, and one-way interaction.
 Traditional marketing is still and always be used. The use of
traditional marketing must be tailored to the segmented
target market and the products or services that we offer.
Technology Involvement in Marketing
 Traditional marketing began to change with the progress of
the age and development of technology, particularly Internet.
Internet developments are making many firms began to
abandon traditional marketing. As known by many people,
using traditional marketing mediums such as print and
electronic media, spending a lot especially when a marketing
campaign carried out in a bulk. The cost would be a lot.
Therefore, the existence of social media companies are
considered very helpful because can help the company save
costs to market their products.
Modern Marketing
 Modern Marketing is a new marketing strategy using social
networking media such as websites, blog,Youtube, Facebook,
Twitter, Foursquare, Kaskus, etc. Two way interaction and
engagement between company and its public can be well
developed. It is also possible to attract people’s interest and
establish good brand awareness. Social media changes one-toone communication concept from Traditional Marketing to
be many-to-many because the content is created and shared
to social.
 Modern Marketing Tools are as follow:
 Website
This is corporate official website that contains all information related to
the company profile and its products and services. Some websites can
also be a e-CRM at the same time.
 Blog
Blog facilitates discussions about products and services that are sold, as
well as advertising.
 Forum
Forum is a place to discuss about issues and trending topics. A company
may use forum as a discussion on its products and services, as well as sell
their products or even advertise in forum like Kaskus.
 Social Network
Facebok, Twitter, Instagram are the most famous social network. Many
people and company build their company profile trough these social
network. Social network is basically popular because it can be accessed
by everyone anytime and anywhere. It can also be used to build a
relationship and good company image.
Differences of Traditional and Modern
Marketing
 Media
 Focus
 Traditional Marketing uses pamphlets,
 The focus on Traditional Marketing and
brochures as its main way for
advertising. Modern Marketing on the
other hand uses technology, mainly
Internet, as its main source on
marketing. Name Youtube, Facebook,
etc.
Modern Marketing are also different. In
traditional marketing, it is more
important to sell the product. They
start with production and marketing is
done while selling and promoting the
product to attain sales at profit.
Existing products are imposed to the
market through aggressive selling and
promotional pressures.
 Modern marketing in the other hand
has its focus on customer satisfaction. It
builds relationship with customers and
that is achieved through an integrated,
corporate wide set of marketing
activities. This technique understands
the needs and desires of customers and
products are designed accordingly.
Implementation of Strategic
Marketing using Social Media
Martell Home Builders
 Martell Home Builders is a company that provide a custom
homebuilder inn Atlantic Canadian. First in the past, Martell put
their attention full heavily on realtors to keep their business
moving forward. Until once day Martell Home Buildersmeet the
social media, they starts to use it to their business and the business
were able to create a direct-to-consumer model. Martell Home
Builders were no longer reliant on a middleman or realtors to
bring their business to the customers.
 Martell started using a social media with only a content creation in
blogging as a strategy to focus on their homebuyers’ needs. With
topics such as “14 Must-Have Tools for New Homeowners” and
“Home Staging Tips & Techniques,” Martell Home Builders was
able to grab the attention of homebuyers.
San Chez Bistro
 San Chez Bistro is a tapas bistro and restaurant in Grand Rapids,
Michigan. They’ve taken social media and infused it with the needs and
preferences of their local audience. San Chez encourages their patrons to
use Twitter to reserve a seat at their restaurant. This trendy restaurant
not only allows but also encourages its customers to book a seat in the
restaurant using Twitter. They call it "Tweet-Ahead seats. "So customers
do not have to wonder if their names were placed on a waiting list,
tweets back online host to let them know they've been added to the list.
 The popular use of smartphones San Chez allows to reach a greater
number of potential customers through a quick and easy. The
combination of smartphones, local marketing and social media led to a
very successful marketing campaign online. They call it “Tweet-Ahead
Seating” and it’s a great use of social media local marketing. Once you
tweet your interest in a reservation, the online hostess tweets you back
with a message similar to this: “Great, you’re on the list. See you in a
little while.”
 With the number of smartphones on the rise, San Chez knows
they can reach even more potential customers if they make access
to their restaurant easy and quick. By combining smartphone
capabilities, social media and local marketing, they were able to
create an extremely successful marketing campaign online.
 In addition, San Chez Bistro utilizes Foursquare to gain even
greater viral visibility. Foursquare, one of the top location-based
services out there today, allows people to check in with their
mobile devices and let all their friends know where they’re
currently spending time. It’s fun for the fan and powerful exposure
for the physical business.
 Notice below how San Chez Bistro has customized their
Foursquare page, making it easy for patrons to see the incentive
for checking in.
Cree, Inc – Lighting the LED Revolution
 Cree is a business-to-business company that sells energy-
efficient, environmentally friendly, industrial LED lighting.
Their social media campaign “LED Revolution” received
much attention and support from B2B customers, other light
manufacturers and anybody who was interested to learn or
find out more about lighting.When you think of social media
marketing, you wouldn’t think that an industrial lighting
company that sells LEDs to grocery stores would be shining;
however, Cree is extremely social-savvy.