Transcript 8. Use of technology in marketing

MANAGEMENT OF
MARKETING
USE OF TECHNOLOGY IN
MARKETING
LEARNING INTENTIONS AND
SUCCESS CRITERIA
LEARNING INTENTIONS:
SUCCESS CRITERIA:
I understand how modern
technology assists the
marketing activities of an
organisation.
• I can give examples of how
modern technology helps an
organisation to collect market
research, promote its products
and services, make sales and
distribute goods to customers
• I can give at least 2
advantages and 2
disadvantages of using
technology in marketing.
USE OF IT WHEN COLLECTING
MARKET RESEARCH
Modern technology allows an organisation to
receive immediate feedback from customers
via text messaging using mobile phones.
Desk research can be done using the internet eg
looking at competitor’s websites.
Field research can be done using internet surveys
sent to customers via email.
USE OF IT IN PROMOTION
Using websites and e-commerce to sell products and services also
acts as a promotional tool for the organisation.
Adverts can be shown as ‘pop-ups’ on popular websites or sent using
social networking such as Facebook and Twitter.
Customers can scan QR (quick response) codes with their
smartphones to get information about products via the organisation’s
website or to save details about a product they have seen that they
liked.
Customers can download free ‘Apps’ for their favourite on-line outlets.
USE OF IT IN SALES
Organisations can sell via websites
(e-commerce) as well as in-store. This
allows an organisation the ability to sell 24
hours a day, 7 days a week and thus
maximising their sales potential.
USE OF IT IN DISTRIBUTION
Customers can track their on-line orders
using special codes on-line which have
been sent my email when the goods are
ordered. This gives them a good idea of
when they will receive their order or if it has
been delayed.
ADVANTAGES OF USING IT IN
MARKETING
Can target customers worldwide
Can sell to customers 24/7
Can give on-line discounts
Product information can be updated quickly
Environmentally friendly when compared to
printing information
DISADVANTAGES OF USING IT
IN MARKETING
Technical problems can occur preventing
both customers and the business from
using technology
It is expensive to make and maintain a
website
Staff need a lot of training to use
technology effectively
Need to collect customers mobile phone
numbers and email addresses.
TASK
Complete Worksheet 31