TOPIC

INFORMATION TECHNOLOGY AND MARKETING

INFORMATION TECHNOLOGY

The Information Systems team supports and enables the staff of Auxiliary & Business Services to further the overall mission of Auxiliary & Business Services and Penn State by providing and supporting quality business applications that are easily accessible and serve University students, faculty and staff.

MARKETING

The Marketing team provides marketing and communications services to all units within A&BS. Additionally, we work on a variety of projects for the Finance &Business Central Office.

PROVIDE MARKETING SERVICES 

Website development and maintenance.

Advertising and communication campaign planning, development, and execution.

Graphic identity package development.

ROLE OF IT AND MARKETING

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.

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 concurrent and prospective customers. Information in the system can be accessed and entered by employees in different departments.

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.

CRM AND IT Customer Touch Points are vital since each

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

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).

Data Stores contain data on every aspect of the customer, and the Customer Life Cycle (CLC). For example, an organization keeps data on the products you buy, when you buy them, and where they are sent.

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 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 outland 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.

PushPush 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.

It includes advertising products, services, public relations, social media, market research, email marketing, and direct sales.

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

HOW TO USE IT IN MARKETING

Marketing is all about getting messages in front of potential consumers in appealing ways that have the potential to influence purchase decisions. Doing so in the 21st Century requires the use of various information technology tools.

BLOGGING

Many marketing professionals are involved in setting up and managing blogs for their companies.

COMPUTERIZED PRESENTATIONS

Marketers are often responsible for creating computerized sales and marketing presentations using PowerPoint or other applications.

CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

Systems: Companies often use sophisticated CRM software applications to keep track of all types of customer contact, including sales calls, presentations, purchases, complaints etc.

EMAIL COMMUNICATION

Marketing professionals rely heavily on one-on-one email communication in order to accomplish their work. Email communication is quite common with customers, prospects, coworkers, member of the media and others.

EMAIL MARKETING

Many companies rely heavily on email marketing as a way of attracting new business and building relationships with current and past customers. Marketers are often responsible for building and maintaining an email marketing database as well as creating e-newsletters and email advertisements.

GRAPHIC DESIGN SOFTWARE

Marketers who are involved in designing advertisements and collateral materials, such as brochures and newsletters, for their companies are expected to be well versed in the use of graphic design software applications like In Design, Photoshop etc.

SOCIAL MEDIA

With so many companies incorporating social networking into their promotional efforts, marketing professionals need to be well versed in the use of popular social media technologies as tools for attracting new business and building customer relationships.