Lesson 1: Introduction to Information Technology in Marketing PDF

○​ Social media analytics for Lesson 1: Introduction to engagement strategies. Information Technology in 4. Networks: Systems that connect devices Marketing for communication and data sharing. What i...

○​ Social media analytics for Lesson 1: Introduction to engagement strategies. Information Technology in 4. Networks: Systems that connect devices Marketing for communication and data sharing. What is Information Technology? Examples: ​ Information Technology (IT) refers to ○​ Wi-Fi enables remote collaboration the use of systems, devices, among marketing teams. networks, and software to store, ○​ Cloud-based platforms for retrieve, process, and transmit real-time campaign tracking. information. It enables businesses to operate efficiently, make data driven The Relevance of IT in today’s Marketing decisions, and communicate Landscape effectively in the digital age. ​ The use of hardware, software, data, Why IT Matters in Marketing? and networks to store, process, and ​ Enables marketers to reach global transmit information. audiences through digital platforms. ​ Facilitates real-time decision-making Components of Information Technology using data analytics. 1. Hardware: Physical devices that store ​ Streamlines workflows through and process data. marketing automation. Examples in marketing: Examples: ○​ Computers for designing ○​ Hardware: Retail point-of-sale advertisements. systems tracking purchases. ○​ Smartphones for managing social ○​ Software: HubSpot for CRM and media campaigns. Salesforce for lead management. ○​ Servers that host e-commerce ○​ Networks: Using cloud platforms websites. like Google Drive for team collaboration. 2. Software: Programs and applications ○​ Amazon: Uses IT systems to that run on hardware. manage inventory, recommend Examples in marketing: products to customers, and ○​ Adobe Creative Suite for content personalize shopping experiences. creation. ○​ HubSpot for customer relationship Digital Transformation in Marketing management (CRM). The integration of digital technology into all ○​ Canva for graphic design. areas of a business, fundamentally changing how businesses operate and 3. Data: Raw facts and figures that become deliver value. meaningful when processed. Marketing Application: Key Digital Transformation Trends ○​ Customer purchase history for 1. E-commerce Adoption: personalized recommendations.  ​ Shift from brick-and-mortar stores to ​ Social Media: online shopping platforms. ○​ Coca-Cola uses IT to ○​ Examples: Amazon, analyze social media Shopify, Lazada. campaigns, identifying what resonates with different demographics. ​ Analytics and Personalization: 2. Social Media Marketing: ○​ Netflix customizes content ​ Leveraging platforms like Facebook, recommendations by Instagram, and TikTok for brand analyzing user preferences promotion. and viewing patterns. ​ Use of social listening tools to ○​ Starbucks: Digital loyalty monitor brand sentiment. program integrated with their app, using data to send 3. Digital Analytics: personalized promotions and ​ Analyzing customer behavior to offers. improve marketing strategies. ​ Tools like Google Analytics and Foundational IT Tools Reshaping Tableau aid in visualizing trends and Marketing KPIs. 1.​ Cloud Computing: ○​ Provides scalable storage Benefits of Digital Transformation in and computing power. Marketing ○​ Marketing benefits: ​ Enhanced Customer Targeting: ​ Collaboration on Ads reach the right audience based cloud-based on data. platforms like Google ​ Cost Efficiency: Digital campaigns Workspace. are less expensive than traditional ​ Hosting digital media. assets and ​ Real-Time Engagement: Respond campaigns on to customer queries instantly via services like AWS chatbots. and Azure. Examples of Digital Transformation in 2.​ Artificial Intelligence (AI): Marketing ○​ AI-powered tools enable: ​ E-commerce: ​ Predictive analytics ○​ Brands like Nike use IT to (forecasting trends). create seamless online ​ Chatbots for 24/7 shopping experiences, customer support. integrating AI for product ​ Automated ad recommendations and AR placement based on for virtual try-ons. user behavior. ○​ Example:  ​ Sephora's AI-driven ​ Customer Feedback: Surveys, beauty advisor app reviews, and support interactions. for personalized ​ Point-of-Sale (POS) Systems: product Record transactional data in recommendations. brick-and-mortar stores. 3.​ Data Analytics: 2. Data Analysis: ○​ Analyzing data to uncover ​ IT processes raw data into actionable insights. actionable insights using tools like ○​ Tools: data analytics platforms and artificial ​ Google Analytics for intelligence. website traffic. ​ These insights enable businesses to ​ Power BI for understand customer preferences, visualizing marketing predict trends, and identify market KPIs. opportunities. ○​ Example: Spotify’s Wrapped campaign uses Key IT Tools for Customer Insights data analytics to showcase users' listening habits, driving 1.​ Customer Relationship engagement and brand Management Systems loyalty. ​ Purpose: Centralize customer info to manage interactions, track leads, and improve customer retention. Role of IT in Customer Insights and ​ Examples: Salesforce, HubSpot, Personalization and Zoho CRM How IT Enables Marketers to Collect and Analyze Customer Data? ​ Benefits: Information Technology (IT) plays a central ○​ Track customer journeys role in helping marketers gather and across various touchpoints process vast amounts of customer data. ○​ Helps segment customers for Through advanced tools and systems, targeted marketing marketers can gain actionable insights that campaigns lead to highly personalized marketing ○​ Automates customer efforts. engagement through personalized emails. 1. Data Collection: ​ IT facilitates the collection of 2.​ Google Analytics customer data from multiple ​ Purpose: Monitor website traffic, sources: user behavior, and conversion rates ​ Websites: Track user behavior, click ​ Key Features: patterns and purchase history. ○​ Identifies high-performing ​ Social Media: Monitor likes, shares, pages comments, and sentiment.  ○​ Tracks user demographics reminders with personalized and interests product suggestions. ○​ Measures the ROI of 3.​ Dynamic Website Content marketing campaigns ​ Websites modify content in real-time based on user behavior. 3.​ Social Listening Tools ​ Example: Amazon’s homepage ​ Purpose: Monitor and analyze displays products relevant to a social media conversations about a user’s browsing or purchase history. brand or a product ​ Examples: HootSuite, Sprout Benefits of Personalization Social, and Brandwatch ​ Enhances customer experiences by ​ Benefits: showing relevant content ○​ Understanding public ​ Increases conversion rates by sentiment targeting the right audience ○​ Identify emerging trends and ​ Builds long-term loyalty through customer concerns tailored interactions. ○​ Engage with users proactively Examples of Companies Excelling in IT-Driven Personalized Marketing Concept of Personalization in Digital 1.​ Amazon Marketing ○​ Uses AI and data analytics to Personalization involves tailoring marketing recommend products based on efforts to meet individual customers’ specific purchase history and browsing needs, preferences and behaviors. IT patterns. enables personalization by leveraging data ○​ Implements dynamic pricing and advanced algorithms. strategies to personalize shopping experiences. Applications 1.​ Tailored Ads 2.​ Netflix ​ Use of customer data to deliver ○​ Personalizes content relevant ads based on recommendations using viewing demographics, search history, and history, ratings, and preferences. online behavior ○​ Suggests titles in real-time to ​ Example: FB and Google Ads maximize user engagement and target users with interest-based satisfaction. campaigns 3.​ Spotify 2.​ Customized Email Marketing ○​ Curates personalized playlists like ​ Dynamic email content adapts Discover Weekly using customer based on customer preferences or listening habits. actions ○​ Sends personalized ​ Example: E-commerce platforms recommendations and like Shopify send abandoned cart promotions based on user activity. 4.​ Starbucks ○​ Uses a mobile app to track purchase history and preferences. ○​ Sends personalized offers and promotions through a loyalty rewards program.