Everyone knows the significant role that IT has taken in the 21st century. The advent of the dot com era has provided the internet and vast modes of communication. Now that technology has overtaken the country, it is only necessary that all other aspects and areas follow in suit. Marketing is one of these aspects. The article in Harvard Business Review discusses the growing need for Marketing and IT to align in companies today.
In the past, marketers did not see the growing need to adapt IT into work. This is mainly due to the fact that IT was expensive and time-consuming to adapt to. Now, marketers are recognizing this importance and making it into a crucial part of their marketing efforts because “[m]arketing needs to rely on IT for technology, integration, and implementation expertise.” Now that almost all corporations have marketing and IT teams placed within their businesses, it is quintessential to work together and have a clear form of communication. Adele Sweetwood explains the ways in which IT and Marketing departments can work together in the article, such as focusing on a common goal, collaborating on a digital road map, creating bridges, and driving towards a single view of data.
By working together, value within and outside the company will be created. Not only will it bring value, but also success. IT is involved in most marketing aspects — not only looking at data and systems, but also where IT looks at consumer behaviors.
Stated in a CIO article,
“Technology is now a cornerstone for the marketing department because chief marketing officers are being pressed to intimately understand their customers, and their respective behaviors, to improve the relationship between the brand and consumer.”
Marketers need to understand the growing concern for the internet and the vast opportunities that they can take from it. Advertisements can now be viewed on social media platforms and products and services can be bought at Bricks-and-Clicks and E-commerce businesses. Promotions can be viewed on Google and links for sales can be seen on Amazon. The growing need to prioritize IT as crucial to firms must not be ignored.
The following video explains how IT and Marketing teams can cooperate in order to build a strong relationship:
Social media is one of the biggest networks that bring people from all over the world together. Whether it be news, short stories, hot products/items – social media is the place where everything and anything can be talked about and viewed. Jayson DeMers discusses the importance of social media and predicts what will be the leading social media marketing trends of the 2017 year in this article of Forbes.
The reason as to why social media is so important is because
“[i]t responds to new tech like mobile devices, constantly exceeds users’ expectations, and competes within itself to bring us more and better features,” as stated in the article.
Social media has been playing a big part in selling a business’ brand image. Some of the seven social media trends are listed while all seven is available via this link.
Formerly called Snapchat, Snap is a way to communicate in the moment. With live feed and videos becoming a popular trend, more and more consumers are “snapping” in order to show friends what they are doing in the moment. This captures interest, as the application allows you to replay, message, and respond back to users.
DeMers actually brings Twitter into the mix by letting readers know that Twitter is barely holding on. With the advent of new social media platforms that allow users to do much more than to have restricted characters, Twitter is limited in what it can actually do for users. Twitter is a fast-paced social media platform that constantly have incoming and outgoing tweets. Some tweets have no meaning and may be too much “action” for a consumer. Other social media platforms such as Instagram and Facebook seem to be holding up better.
Photos and videos aren’t enough with the advent of 360 degree images and real-time posting. Therefore, the trend will start to become experiences that users can feel like they’re a part of without actually being there. Facebook shows Alaka’s beautiful sky in a 360-degree video.
DeMers predicts that social media advertising will be on the rise in 2017. Social media is now in a business where they have to compete with other social media platforms. Therefore, in order to stay profitable, these platforms must come up with ways to advertise their platform to stay on top. This means that social media advertising will not only have to cater to users, but also brands.
Brands are already using social media platforms in order to advertise their products and services. As social media platforms increase in popularity, there will be more brands attempting to advertise via that platform (aligning with Point 4.) With the plethora of social media platforms, DeMers predicts that we will see brands sticking with one social media platforms to advertise. Consumers will be able to see a stronger bond between brands and social media platforms.
For more trends that are on the rise, feel free to watch the video below. The video actually goes over a topic not mentioned previously. It explains the importance of video trends and how businesses can market their brand using videos.
With online shopping on the rise, there is now a great need for e-commerce websites to tailor personalization in its sites. Just like products are more fancied by consumers when personalized and geared towards them, there must be services met for these consumers in e-commerce; however it is not an easy task. eMarketer discusses the importance of marketers having a web content management system to help tailor to customer needs. Web content management systems
“are systems that provides website authoring, collaboration, and administration tools designed to allow users with little knowledge of web programming languages or markup languages to create and manage website content with relative ease.” Wikipedia.
eMarketer reports that at 40%, the challenges of managing the customer experience with web content management was the inability to personalize the purchasing experience. Likewise, at 67%, the benefits of using a web content management system to manage the customer experience were getting a more personalized experience for customers.
This means that even though it is difficult to manage e-commerce websites for each individual consumer, it is also beneficial to continue to use the web content management system because it provides this customization that consumers love. With the use of web content management software, companies can now hire people with a minimal background experience in marketing as well as IT when it comes to website management.
With the Presidential Debate finally at a close, there are many people asking “How is this possible?” or “How did Trump win the presidential nomination?” However, putting politics aside, John Quelch from Fortune Magazine pursued these questions and came up with reasons why Trump was more favorable from a marketing perspective in this article.
The first was his slogan “Make America Great Again.” This slogan actually provided the public with a clear brand meaning. It was powerful enough to beat Clinton’s “Stronger Together.” Trump’s slogan actually held forth a purpose — a purpose in which many citizens held true.
Trump did not also retain citizens, but also gained the sides of new ones. Trump not only retained Republicans, but also influenced Democrats to take his side in this poll. In marketing, this is known as customer retention and acquisition. By noticing the high taxes imposed on Lower and Middle Class businesses, Trump had successfully won over the “Forgotten Man.”
Another aspect to consider is that knowledge on a particular subject does not mean you’re ahead of the pack. Clinton is knowledgeable in politics and policy. Then how did she come to lose to Trump? The main reason is because Trump made promises with lists of goals and outcomes that has hit the heart of many. This can be seen in many emerging businesses. When MySpace was big in the social media game, Facebook took over because it gave consumers a reason to join — the first reason being to be able to locate and communicate peers and colleagues.
The final attribute that helped Trump lead to success is advertising. Social media and news outlets made citizens enthusiastic and that turned into “shares” and “likes.” At first starting off as a joke, social media and news helped bring to attention what Trump was really about — good or bad.
For those of you who do not know, 11/11 is a date that has various meanings across the world. While in China it may be known as “Single’s Day,” that can be more read in-depth in Evans on Marketing, it is known in South Korea to be “Pepero Day.” Whatever it may be across the world, one thing for sure is that this is like any other holiday — giving companies worldwide the chance to make this another marketing opportunity.
Pepero is a cookie stick dipped in typically chocolate. Over the years, Lotte (creator of Pepero), has made more flavors, such as replacing the chocolate dip with either matcha or stawberry dips and has added on sprinkles or nuts to them. The founding of this Pepero Day is attributed to girls who wanted to become long and thin (like the cookie sticks) and decided to exchange these sticks on 11/11 because the date resembles the sticks. By eating 11 packets of Pepero, girls believed that it would give them the wish of being long and thin, as stated by Brandon Walcutt in the IJBKIP.
However, there are many doubts flooding the public where Pepero Day was not a holiday that came about through superstition, but rather that Lotte Mart created this to make money. How can the girls become skinny when eating such snack containing high doses of fat and sugar? But nevertheless, it is a holiday that is widely celebrated, young and old.
There is much reason to believe that this may be a marketing ploy on Lotte’s part. But even if it wasn’t, Lotte has used this holiday to capitalize from it. Lotte has visual advertisements and sales up and running weeks before 11/11 in their social media and in-stores. Although this holiday has started off as a Korean holiday, Lotte is now attempting to promote it overseas, like in the States. It can be seen from the following video who and how Lotte markets this “holiday.”
As the date 11/11 will never change, there is a high probability that Lotte will be able to market Pepero every year for the next 100 years to come. With the use of celebrities and discounts in its advertisements, this “holiday” seems to be gaining more attention than ever before.
Are there any other holiday’s that you can think of that companies that you believe have been taken advantage of?
When you’re watching a YouTube video or streaming some of your favorite television shows or movies, do you see those yellow ticks on the cursor bar where you can change your video to a certain point in time? Those are all of the advertisements that will be played, which can range from 5 seconds to 2 minutes. The longer your video is, there will be more advertisements played. Try watching the following video (turn off your adblocker if you have one) without noticing the yellow ticks and giving up on watching the movie:
Ad Blocking was created for internet users to freely browse the web without the need to see useless advertisements in this ever-so evolving technological world. What it means to ad-block means one thing – marketers who use advertisements based on browser cookies can now potentially be useless. eMarketer notes that one of the major reasons as to why consumers use this extension is mainly for privacy. Consumers are looking for more ways to avoid annoying advertisements by using these added extensions from Google Chrome and sometimes even buying ad-block programs. In the U.S. alone, 26% are already using these ad-blockers, while 17% planned on getting it. Not only is this a growing trend in the U.S., but also worldwide at an especially alarming rate.
This is potentially harmful for advertisers because with the growing interest in online advertising, ad-blocks can prevent consumers from viewing new products from their favorite stores, which in turn can turn online advertising into a waste of money. The point of online advertising for companies is to track consumers searching and buying habits and providing advertisements for similar products that the consumers may be willing to purchase. Whenever an ad-block goes up, online advertising spending is for naught, which can be a critical loss for websites, and in turn companies because websites also gain revenue from how many times consumers click the links from their page.
Some websites have started to place a block on the ad-blocks, which disallows consumers to view videos or enter the website with their ad-blockers on. This either forces consumers to watch advertisements or pay and subscribe to the streaming website. Either way, websites are now fighting back to eliminate ad-blocks.
With the rapid growth in technology, online buying is a trend that is vastly growing around the world. According to Statista, in 2010, Amazon and EBay, two of the largest e-retailers,
“…achieved a 40 percent year-over-year revenue growth, whereas EBay, in the same year only experienced a five percent year-over year revenue growth.”
Technology and the Internet is not something that is not lacking in commodity anymore, and thus, people of all ages are now well adept with computers and the Internet. Therefore, eMarketer predicts that by 2020, e-commerce sales will increase to $4 trillion, compared to $1.915 by the end of this current year.
Statista also makes its observations on the growing amount of digital buyers for the next three years.
The prediction does show a slower growth rate in later years, but that can be attributed to the fact that there will be a steady amount of the population that will already be e-commerce consumers. This growth in the next few years can be attributed to:
“Expanding middle classes, greater mobile and internet penetration, growing competition of ecommerce players and improving logistics and infrastructure will all fuel ecommerce growth …” Statista
To see what range you fall under, feel free to take the poll below and click this link to be redirected to Statista for the results of your shopping habits.