What Technologies they Use/ and How they Use them

Technological Marketing

By Bradley Price & Mike Sutton

TO START

• This article is about how the company Target discovered that a girl was pregnant before her dad! Just goes to show you how companies have technologies to understand us better than we know. Have a read “How Target Figured Out A Teen Girl Was Pregnant Before Her Father Did – Forbes”

Part 2/ How they use the technologiesAgenda

What is Marketing?

Marketing Through Blogs

How they are using customer analytics

Social Media as Word of Mouth

What Companies Want to Know

Google Anaylitics

Continued

✓

7

6

5

4

3

2

1

What is Marketing

t

Marketing

1Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large

Demographics is the study of the characteristics of a human population. These characteristics include population size, growth rate, gender, martal status, ethnicity, income, and so forth.

Psychographics goes beyond to ask questions of the lifestyles, behaviour and attitude of the person in question to build up a more detailed picture of who they are. These tend to be directly related to consumerism, and the type of products that people prefer to buy based on their lifestyle choices.

.

What Companies Want to Know About Us

Demographics

Geographical

Pshycographics

Geographic segmentation tries to divide markets into different geographical units: these units include:• Regions• Countries: perhaps categorised by size, development or membership of geographic region• City / Town size: e.g. population within ranges or above a certain level• Population density: e.g. urban, suburban, rural, semi-rural• Climate: e.g. Northern, Southern Companies use

technologies manly to find out this information

Customer analytics is a process by which data from customer behaviour is used to help make key business decisions via market segmentation and predictive analytics. This information is used by businesses for direct marketing, site selection, and customer relationship management. Marketing provides services in order to satisfy customers. With that in mind, the productive system is considered from its beginning at the production level, to the end of the cycle at the consumer. Customer analytics is playing a very important role in the prediction of customer behaviour today and takes place among social sciences. Predicting customer behaviourForecasting buying habits and lifestyle preferences is a process of data mining and analysis. This information consists of many aspects like credit card purchases, magazine subscriptions, loyalty card membership, surveys, and voter registration. Using these categories, profiles can be created for any organization’s most profitable customers. When many of these potential customers are aggregated in a single area it indicates a fertile location for the business to situate. Using a drive time analysis, it is also possible to predict how far a given customer will drive to a particular location. Combining these sources of information, a dollar value can be placed on each household within a trade area detailing the likelihood that household will be worth to a company. Through customer analytics, companies can make decisions with confidence because every decision is based on facts and objective Data.

COMPANIES USE THESE TECHNOLOGICAL TOOLS TO FIGURE OUT CONSUMER DEMOGRAPHICS, PSYHCOGRAPHICS AND GEOGRAPHICS, REMEBER THAT THEY GET THIS INFORMATION FROM US SIMPLY USING THERE SITES, APPS ETC. EVERY PIECE OF INFORMATION YOU GIVE TO A COMPANY IS REGISTERED AND REPORTED INTO LOGICAL USEFUL DATA.

Business Analytics

• Google Analytics not only lets you measure sales and conversions, but also gives you fresh insights into how visitors use your site, how they arrived on your site, and how you can keep them coming back

Google AnalyticsOne of the most popular analytical tools

Google Analytics in 60 Seconds Video Link

With communication tools and technologies so accessible and easy to use, people from all over the world use social media links to connect with companies, products, service, and most importantly, tell other people about the product/ service to create more awareness, remembering that all these services are available on our smart phones…

Watch this video…

Social Media as Word of Mouth

text

Social Media VIDEO LINK

Social Media Continued

• More and more companies these days are using YouTube as a viable marketing tool. YouTube, in case you are unaware of it, is a social media website where you can host your video clips for free and people can view the clips for free. The service is so popular that recently Google purchased it for $1.65 billion dollars. In fact some diehard users have stopped watching TV altogether and they prefer spending time watching videos on YouTube.

• It’s not very difficult to increase the popularity of your videos over YouTube. The more people view your video, the higher your popularity grows, and nearer your video goes to the top page, the home page. Once you have uploaded the clip you are given some code that you can use to embed the video into your own blog or website. Even if just 300 people visit your blog everyday there is a probability that 200 will watch the video. You can also increase the views by putting the video link in your email signatures and on all the websites you have.

• With more and more people using the site, the less companies have to do; for example people will post videos of consumer product reviews to earn views, yet they are really promoting the products for the companies. SO we are in a sense just marketing with the use of technology for free but why not? It is a “win-win” because both parties are getting what they want.

How Companies use Blogs

A blog is essentially a web posting where people can express feelings or share information, ask questions etc.( Companies will use the source for many things)Companies allow you to create your own blogs and also comment which creates direct feedback for the company and essentially a page of information for them to understand you, the target market. Companies will also use them just to create buzzes about new procuts, increase brand loyalty etc.

• Blogs are part of social media that can take advantage of viral marketing techniques, which can dramatically increase traffic to your blog in a short amount of time.

• Blogs are really content management systems – they manage posting, displaying and organizing your blog content that makes it easy to stay organized around selected keyword phrases, which you can use for labelling your blog posts. When a visitor clicks a label, all posts that use that label are made available for your visitors to find what they are looking for quickly.

• Some blogging platforms allow you to host ads within your layout, providing the opportunity to make money off of your blog from programs like Google AdSense without paying any domain name or hosting fees. You can also post affiliate marketing ads to help monetize your blog.

• Blogs allow visitors to register for blog feeds that will allow them to receive your new content in a feed reader – a utility that allows visitors to read your blog posts outside of a Web browser. The blog user community and the number of blog feed subscribers is continuing to grow rapidly.

Blogs for Marketing Continued

Technologies making us a marketing tool

Smart-PhonesComputers

tWhether you agree to it or not, taking a taxi, bus or even train can make you a Marketing tool. Paying for a taxi that takes you across town makes you the marketing tool, as people view advertisements as you drive by.

Transportation

Not only do the capabilities of computers serve as a powerful marketing tool, but their popularity and distinct designs, such as the mac-book air, prove to market themselves. They are seen everywhere in day to day life, commercials, television shows, schools, and offices.

321 Smart phones are more popular than ever, with more people relying on there smart phone, they too become advertising for companies like Apple, Samsung, and Blackberry.

Marketing by SocietyEXAMPLE:

• IPhone 3G News Report

This video is proof of society as a marketing tool for new technology. This event attracted a lot of attention through news casts and even set a world record!

Computers

• Computers are full of marketing, aside from the previously discussed methods. They make their use a necessity through popularity. Before computers were popular, people still kept busy. They learned and entertained in other ways. Today the popularity of computers is a marketing tool in itself.

• As the popularity of computers grows through advertising and business, we as a society go along with it, encourage others, and advertise for the companies by using computers everywhere we go.

Smart-Phones

• Though smart phones are advertised by their creators through commercials, and general advertising, they get bonus advertising through us in society.

• Not only can the average person be seen everywhere holding an expensive smart phone in there hand, but famous celebrities and athletes as well.

• These famous people subliminally advertise their devices in magazines, movies, and television at no cost to the manufacturer.

Apple IPhone - Example

Technology making us a marketing tool

Apple advertises IPhone

Fred Buys IPhone

Retailers (Future Shop) also advertise

Freds friend buys IPhone

Others see it, and want it.

Fred tells everybody how

great it is

Transportation

• You may not notice, or even care, but every time you use a vehicle, you are marketing the technology to society for free. Logos and emblems are permanent features on most vehicles, they help to advertise their product while you go on your daily drive.

• Another method of marketing through technology is taking public transportation with advertisements on them. It is something that people do daily but is an attribute to marketing in society.

THANK YOU!

• Customer Profiling, 2008. Retrieved from: http://www.dnb.com/asset/document/dnb_pdfs/16732042.pdf

• Definition of Marketing, 2004. Retrieved from: http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx/

• Psychographics marketing, 2011. Retrieved from: http://dippykitty.hubpages.com/hub/Psychographics-marketing

• Target, 2012, by, Charles Duhiggs Retrieved from: http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-teen-girl-was-pregnant-before-her-father-did/

References