2. 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”
3. Agenda
Part 2/ How they use the technologies
1 What is Marketing?
2 What Companies Want to Know
✓ 3 How they are using customer analytics
4 Google Anaylitics
5 Social Media as Word of Mouth
6 Continued
7 Marketing Through Blogs
4. Marketing
Marketing is the activity, set of t
1
institutions, and processes for
creating, communicating,
delivering, and exchanging
offerings that have value for
customers, clients, partners,
and society at large
5. What Companies Want to
Know About Us
Demographics is the study of the characteristics of a
Demographics 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
Pshycographics 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.
Geographic segmentation tries to divide markets into different geographical
units: these units include:
.
• Regions
Geographical • 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
6. 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 behaviour
Forecasting 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.
7. Google Analytics
One of the most popular analytical tools
• 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
Analytics in 60
Seconds Video
Link
8. Social Media as Word of
Mouth
text
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
VIDEO LINK
9. 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.
10. 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.
11. Blogs for Marketing
Continued
• 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.
12. Technologies making us a marketing tool
Computers Smart-Phones Transportation
Not only do the capabilities 2 Smart phones are more 3 tWhether you agree to it or
1
of computers serve as a popular than ever, with not, taking a taxi, bus or
powerful marketing tool, but more people relying on even train can make you a
their popularity and distinct there smart phone, they Marketing tool. Paying for a
designs, such as the mac- too become advertising taxi that takes you across
book air, prove to market for companies like town makes you the
themselves. They are seen Apple, Samsung, and marketing tool, as people
everywhere in day to day Blackberry. view advertisements as you
life, commercials, television drive by.
shows, schools, and offices.
13. Marketing by Society
EXAMPLE:
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!
• IPhone 3G News Report
14. 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.
15. 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.
16. Technology making us a marketing tool
Apple IPhone - Example
Freds friend
Apple advertises buys IPhone
IPhone
Fred tells
Retailers (Future everybody how
Shop) also great it is
advertise
Fred Buys Others see it,
IPhone and want it.
17. 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.
