MANAGEMENT OF MARKETING

USE OF TECHNOLOGY IN MARKETING

LEARNING INTENTIONS AND SUCCESS CRITERIA

LEARNING INTENTIONS:

I understand how modern

technology assists the

marketing activities of an

organisation.

SUCCESS CRITERIA:

• 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 toreceive immediate feedback from customersvia 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 surveyssent to customers via email.

USE OF IT IN PROMOTIONUsing websites and e-commerce to sell products and services alsoacts as a promotional tool for the organisation.

Adverts can be shown as ‘pop-ups’ on popular websites or sent usingsocial networking such as Facebook and Twitter.

Customers can scan QR (quick response) codes with theirsmartphones 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 worldwideCan sell to customers 24/7Can give on-line discountsProduct information can be updated quicklyEnvironmentally 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