Role of

Information Technology
in Marketing.

Marketing An Overview
Marketing is an organizational function and a

set of processes for creating, communicating

and delivering value to customers and
formanaging customer relationships in ways
that benefit the organization and its
stakeholders.

Scope of Information Technology in

Marketing
Information Technology led to 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

Customer relationship
management
(CRM) is a term applied to processes implemented by a

company to handle its contact with itscustomers .

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 etc.
CRM is not just a technology but rather a

comprehensive, customer-centric approach to an

organization's philosophy of dealing with its customers.

CRM Consists
Identifying target markets, pursuing them,

and generating qualityfollowups.

Improving telesales, sales management,

optimization
ofinformationandtheexistingmarketingproc
esses.
Providing customer delight by the formation

of individualized customer relationship.

Digital Marketing
It 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 out and directly grab (or pull) the content. Websites and
blogs 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 (creatorof the message) as well as the recipients
(the user).Emails and SMS are examples of push digital
marketing. In each of these examples, the marketer has to
send (push) the messages to the users

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.
Itincludesadvertisingproducts,services,publ

ic relations, social media, market research,

email marketing, and direct sales.

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 Marketing via Bluetooth

Ways in which technology is

changing the sales and marketing.
Collaborative customer relationship
management (CRM): Organizations must
assemble and integrate customer relationship
management (CRM) systems that enhance
customer collaboration and build customer
loyaltyand exit barriers.

Operationalizing ecare
Organizations have adopted enterprise-wide

management of the customer care processes

to ensure seamless service and enhanced
intimacy across multiple-channel interfaces
and throughout the customer lifecycle.

Customer interaction centers

Organizations have consolidated and

integrated call center, Web, e-mail, fax, and

marketing technology assets to better
manage selling resources, technology
infrastructure, and customer interactions.